To celebrate the new refreshed look for its Martell XO Cognac, Maison Martell has launched a series of activations in key airports around the globe, including Hong Kong, Singapore, Shanghai, Los Angeles and Paris.

Maison Martell has unveiled its emblematic Martell XO cognac with a striking new design that further enhances its prestige. The distinctive arch-shaped bottle – so famous that, in some countries, it is referred to simply as “the arch” – has been thoroughly updated, with cleaner, more dynamic lines and refined brushed-gold trim conveying the energy and elegance of Martell XO.

At the selected airports, the experiential areas build on Martell XO Cognac’s positioning as the perfect drink with which to celebrate moments of success, opportunity and achievement by inviting travellers to explore the defining moments of their lives.

A striking retail space design, inspired by the iconic Martell XO arch, itself a symbol of openness and opportunity, entices consumers to learn more about the brand, whilst an engaging digital experience allows visitors to submit details of their most memorable moments and receive a personalised serve from a Virtual Drinks Strategist. As well as having the opportunity to try the product for themselves on site, the experience is completed by receipt of a premium card detailing the uniqueness of their chosen moment and their Martell XO Cognac pairing recommendation.

To complement this experiential experience, the refreshed look is brought to life through a partnership with JCDecaux Airport Media, connecting with travellers throughout their in-airport journey to show how Martell XO is the perfect accompaniment to celebrations with friends and family.

The new bottle is a refreshed premium direction for Martell XO and features a beautiful arch-shape design. It moulds together a bold and contemporary design with a refined brushed-gold trim, conveying the sophistication of the liquid inside. This new Martell XO Cognac design is a statement of success and enables consumers to share and celebrate their achievements.

Martell XO activations are now live at Hong Kong International. Singapore Changi, Shenzhen, Los Angeles International and Paris Charles De Gaulle airports. The new Martell XO Cognac is available now in global travel retail locations across the globe. RRP US$283.

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