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Martell Millésime 1968

19 December 2011 No Comment

Martell launched the first expression of the ‘Millésimes Collection,’ exclusively to travel retail within the Martell Experience Boutiques at Hong Kong and Kuala Lumpur International Airports.

These Millésimes are selected by Martell’s Cellar Master Benoit Fil, from Martell’s oldest cellar which was built in 1833, the Chais de la Coquille.

The Millésime 1968 is a Cognac made from only the Grande Champagne region, a land known for its powerful and structured eaux-de-vie.
The ‘Millésimes Collection,’ created in a limited series, brings a vintage eau-de-vie into the daylight, one chosen for its exceptional organoleptic temperament and embodiment of the elegance, balance and complexity that characterise Martell style.
Duty free shoppers will be invited into a unique sensory environment to discover the three key aromas of Martell Millésime 1968. A fine grain oak display will allow today’s discerning consumer to understand the art of producing cognac and a Master Blender’s notebook, containing handwritten notes, will be showcased. A video with the comments of Martell’s cellar master, Benoit Fil, will be shown in the Boutiques, explaining the true exceptional character of Martell Millésime 1968. A complimentary gift service with greetings card will also be available in-store.
John O’Sullivan, Pernod Ricard Asia Duty Free Marketing Director, comments, “The ‘Millésimes Collection’ allows us to differentiate Martell within a competitive category and the Martell Experience Boutiques provide us with the perfect platform to do this.”
Anne Claire Rodary, Global Marketing and Communications Director for Martell, adds, “We feel that the ‘Millésimes Collection’ will increase the luxury appeal and awareness of the Martell offering to consumers passing through key Asian Airports. Based on demand for exclusive gifting opportunities, we expect this expression and subsequent collection, to be extremely successful.”

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