Pernod Ricards Martell Cordon Bleu Extra

Pernod Ricard's Martell Cordon Bleu Extra

Pernod Ricard's Martell Cordon Bleu Extra

Category – Spirits, Cognac, 40% abv

Available – Since last week

Location – Travel Retail, initially only at Singapore Changi Airport for two months

Price – SGD348 (US$257) per 1-litre bottle

Pernod Ricard has added a new expression to its Martell Cordon Bleu Cognac brand. Launching as a Travel Retail exclusive for one year, Martell Cordon Bleu Extra will be available exclusively through DFS at its outlet in Singapore Changi Airport for two months.

DFS is running a pop-up activation in the airport to promote the new expression, details of which can be found in the press release below.

Cordon Bleu Extra uses "an especially generous portion" of eaux-de-vie from the Borderies cru in the Cognac region. Borderies accounts for 5% of Cognac's vineyard area.

In results for the 12 months to the end of June, released last week, Pernod said that the Martell portfolio grew volumes by 2.1%, although organic sales were down by 4%.

Show the press release

Martell Cordon Bleu Extra, the extraordinary new expression of the iconic Martell Cordon Bleu, launches exclusively at DFS in Singapore Changi Airport with an immersive pop-up store, open to travellers from 1 September. Following a two-month global exclusive period, Martell Cordon Bleu Extra will roll out to further duty free locations across the world and will be offered as a Travel Retail exclusive for one year.

Since 1715, the House of Martell has been renowned for its spirit of curiosity, leading to its invention of Martell Cordon Bleu Extra – an extraordinary tribute to new expressions of its cognac. The most emblematic of all, Martell Cordon Bleu, was created in 1912 by Edouard Martell, making its debut in Monaco and going on to travel the world as a prestigious ambassador of French elegance and Art de Vivre. Now, the House of Martell is paying tribute to its icon with the creation of Martell Cordon Bleu Extra and, as its name suggests, this reinterpretation of Martell Cordon Bleu is extraordinary in every way – an irresistible invitation to explore a classic and discover intriguing new dimensions.

Martell, together with DFS and Changi Airport, offers travellers a unique experience of Martell Cordon Bleu Extra through an immersive pop-up space located at Terminal 1 Concourse for a period of six weeks. With a special augmented tasting, travellers go on a journey to discover the tasting notes of Martell Cordon Bleu Extra, elevating the five senses. A special French delicacy created by the House of Martell's cellar master will also be served during the augmented tasting. The journey continues with a photo booth where travellers are invited on an extraordinary road trip through the hilly roads of the Borderies Vineyards. The experience is finally topped with a special personalised gift, upon purchase of a Martell Cordon Bleu Extra.

"We are delighted to launch the exquisite Martell Cordon Bleu Extra at DFS, Singapore Changi Airport where it will be globally exclusive for one month from 1 September. Travellers at Changi Airport will be the first in the world to discover the all-new facets of this much loved cognac and indulge in the multi-sensory experience that Martell Cordon Bleu Extra promises," explains Mrs Nodjame Fouad, Marketing Director, Pernod Ricard Travel Retail Asia Pacific.

"DFS is proud to partner with Martell to debut this extraordinary new expression – Martell Cordon Blue Extra – globally at DFS, Singapore Changi Airport. This rare eaux-de-vie is sure to delight and we're thrilled to be able to offer our customers such a multi-sensory celebration of this exciting launch. We look forward to sharing the Martell Cordon Blue Extra experience with visitors to DFS, Singapore Changi Airport and subsequently at DFS stores worldwide," says Brooke Supernaw, DFS Group's Senior Vice President Spirits, Wine, Tobacco, Food and Gifts. "Changi Airport always endeavours to bring travellers a memorable and unique travel retail experience. Together with Martell and DFS, we are delighted to be the world's first airport to bring our passengers the newest offering from the House of Martell – the Martell Cordon Bleu Extra. With the Martell Cordon Bleu Extra pop-up space at Terminal 1 Concourse, travellers can now experience a taste of France, as well as have a deep understanding of the unique blend while enjoying it, right in the heart of Changi Airport," says Ms Teo Chew Hoon, Senior Vice President, Airside Concessions at Changi Airport Group.

Martell Cordon Bleu Extra is available at DFS, Singapore Changi Airport from September 2016 at a retail price of SGD348.

Original source: Company Release

Expert analysis

Global travel retail insights - market forecasts, product innovation and consumer trends

Global travel retail insights - market forecasts, product innovation and consumer trends

Modest growth for global travel retail: Global travel retail sales of wines and spirits, including pre-mix drinks, rose by a modest 1.8% in 2014, reaching 30.2m nine-litre cases in what was a year of more