Pernod Ricard-owned Martell Cognac has announced the launch of Cordon Bleu The Audacious Voyage, a retail exclusive bottling created to celebrate Chinese New Year. The new bottle, which comes in a colorful gift box, aims to welcome The Year of the Tiger by offering shoppers a one-of-kind cognac delivered in a beautifully illustrated bottle.
The bottle features a unique design that encapsulates and pays homage to Martell's rich history, which dates back to 1912. The name Audacious Voyage intends to reflect the brand's "free spirit" and international reach. The expression is said to conjure notes prunes, Earl Grey tea, dark chocolate, pink peppercorns, mango, and pineapple.
"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," said Liya Zhang, vice-president of marketing for Pernod Ricard global travel retail (GTR).
Lunar New Year Whiskeys
Martell Launches Limited-Edition Cordon Bleu for Chinese New Year
Trend Themes
1. Limited-edition Liquors - Creating special edition liquor for a specific cultural event or celebration offers an opportunity for brands to tap into a new market and generate excitement among consumers.
2. Cultural Celebrations-inspired Packaging - Designing product packaging that reflects a specific cultural celebration can resonate with consumers and serve as a unique selling point for the product.
3. Global-themed Spirits - Creating spirits that reflect unique cultural influences and ingredients from different regions of the world may provide an opportunity for brands to offer something new and exciting to consumers.
Industry Implications
1. Alcohol Beverage - Alcohol brands can capitalize on cultural celebrations, such as Lunar New Year, by launching limited edition products that cater to a specific market and generate excitement among consumers.
2. Packaging Design - Product packaging designers can create unique designs inspired by cultural celebrations, such as Lunar New Year, that can increase sales and differentiate products from competitors.
3. Cultural Event Planning - Event planners can use limited edition liquor products, such as Martell's Cordon Bleu The Audacious Voyage, as a way to enhance the experience and celebrate special cultural events or occasions.