Pernod Ricard Global Travel Retail (PR GTR) announces the launch of the Martell Cordon Bleu “The Audacious Voyage” limited-edition bottle and giftbox, a global travel retail exclusive, in celebration of Chinese New Year starting on February 1st, 2022.


This limited-edition is a tribute to the timeless journey of the iconic Martell Cordon Bleu, first launched in 1912, leaving its birthplace in Cognac to travel around the world to reach cognac connoisseurs. On this global journey, Maison Martell shared the quality of its terroir and in particular the Borderies cru, the House’s signature since 1715, as well as its enduring excellence and savoir-faire. The Audacious Voyage reflects the free spirit of the Cognac House, symbolised by the flight of the swift, its historic emblem, and its international journey to become the number one leader in the Prestige Cognac category.

As Chinese shoppers come together to embark on the Year of the Tiger, the launch of this annual Martell Cordon Bleu global travel retail exclusive encapsulates the brand’s ambition for prosperity and dynamism on entering the new year.

Beautifully conveyed through an eye-catching design demonstrating the new brand world through rich colours, the bottle and giftbox elevate gifting into an art, showcasing Martell’s longstanding commitment to creating gifts infused with meaning to evoke emotion and express generosity.

Liya Zhang, VP Marketing, PR GTR commented: “We know that a gift to mark the new year is more than an exchange, but a way to connect with loved ones across the globe. We are excited to be part of these connections and celebrations with our new Martell Cordon Bleu limited-time duty free exclusive and to share the free spirit of the Maison Martell with cognac lovers around the world.”

From early January, PR GTR is celebrating the Lunar New Year across all its retail spaces on Hainan island with in-store activations marrying the best of Chinese paper-cutting art and the vibrant new brand world of Martell.

The cross-portfolio activations cast the spotlight on the Martell Cordon Bleu and Royal Salute 21-Year-Old Chinese New Year limited editions. Locations include Haikou Meilan Airport, Dufry Mova Mall, Lagardère Duty Free Shopping Complex and CDFG Haitang Bay International Shopping Centre.

The Martell Cordon Bleu “The Audacious Voyage” limited-edition global travel retail exclusive giftbox is now available to purchase in airports across Asia airports (HKIA, Taipei, Macau, Hainan, Changi, KLIA, Bangkok and Vietnam) for a RRSP of $250 USD / 1L.