Wrought iron gate for Martell’s traditional Cognac cellars

Martell Cognac lends a new Perspective to Asian travel retail

By Colleen Morgan

Martell has chosen Asian airports for the launch of its new prestige Cognac, Martell Chanteloup Perspective.

The blend is named after the Chanteloup estate where Pernod Ricard-owned Martell has long aged some of its finest eaux-de-vie in the heart of the Cognac region. It is being introduced to travellers through Hong Kong International and Singapore Changi airports in March and April.

In May and June it will be launched in airports in Malaysia, Taiwan and Macau.

Martell Chanteloup Perspective is composed of eaux-de-vie from the region’s four leading sub-regions. It highlights a particular part of the Chanteloup estate, home to Martell’s traditional Cognac cellars.

According to the brand, the path leading to one particular, hidden cellar passes an old, stone-built belvedere, a spot “favoured by several generations of cellar master on their way to work”. The new line pays tribute to this area and to a nearby secret cellar guarded by an elaborate wrought-iron gate.

Chanteloup Perspective is presented in a distinctive, arch-shaped decanter with a silver motif echoing the wrought-iron gate which protects the cellar. A brushed-silver gift box embossed with a single ‘M’ further accentuates the new blend’s luxury credentials.

Pernod Ricard Asia Duty Free Senior Brand Manager for Martell Sandrine Tesniere said: “Martell Chanteloup Perspective allows travellers the chance to feel a part of Martell’s heritage and we anticipate it will appeal not only to collectors of the brand but to anyone who appreciates heritage and unrivalled quality.

from moodiereport.com

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