Martell launches Premier Voyage in Asia

Martell Cognac is to celebrate its 300th anniversary in 2015 with the launch of a new limited edition blend “Premier Voyage” which will debut in Hong Kong.

A total of four limited editions will be unveiled for next year’s celebrations including “Martell Assemblage Exclusif de 3 Millésimes”, “Martell XO Exclusive Tricentenaire Edition” and “Cordon Bleu ‘A Tribute to Martell’s 300th Anniversary’”.

The key expression though will be the Premier Voyage (pictured above), a blend of 18 eaux-de-vie dating back to 1868 and aged in 300-year-old casks in Martell’s cellars.

Only 300 decanters have been made and each comes with a stand designed by French conceptual artist Bernar Venet. Its retail selling price reference is HK$99,888.

Benoît Fil, Martell’s cellar master, commented: “I have had an incredible journey retracing Jean Martell’s footsteps 300 years ago to create the Martell Premier Voyage blend. This new blend takes the best things from the past of Cognac and Jean Martell’s vision, and makes them something that we can enjoy today.

“We know that Martell Cognac has a special place at tables in Asia. We hope these limited edition blends that have been designed especially for this landmark occasion for the House of Martell will be part of important moments in people’s lives.”

Talking to the drinks business, Fil explained that he and his team had selected “several hundred” spirits from Martell’s selection of over 3,000 before finally settling on the final blend of 18, a process that was begun in 2011.

Martell’s brand development manager, Jeremy Oakes, told db that Hong Kong had been chosen as the launch pad for the celebrations for two reasons.

To begin with, “it’s an important regional market for us,” he said but added that there was a long-term historical link too with Martell’s archives showing shipments to Hong Kong as early as 1848, six or so years after the British takeover of the island.

Hong Kong international airport will host a Martell 300th Anniversary pop-up next year from 7 January to 25 February, where travellers will be able to “immerse themselves” in the Martell world with tastings, an “olfactory workshop” and learn about the region and how Cognac is made.

Hong Kong airport will feature Premier Voyage as will Beijing International, Shanghai Pudong and Singapore Changi, while the 300th anniversary XO will be available in airports around the region including, Beijing, Shanghai, Incheon, Kuala Lumpur, Changi and Bangkok.

Leave a Reply