Martell is set to launch the first expression of its ‘Millésimes Collection,’ exclusively to travel retail on November 23, 2011 within the Martell Experience Boutiques at Hong Kong and Kuala Lumpur International Airports. Carefully selected by Martell’s Cellar Master Benoit Fil, from the House’s oldest cellar built in 1833, the Chais de la Coquille, the Millésime 1968 is a rare single eau-de-vie from the Grande Champagne growth area, a land known for its powerful and structured eaux-de-vie.

Photo: Martell’s ‘Millésimes Collection’

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.

Photo: Martell’s ‘Millésimes Collection’

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.”