Pernod Ricard has opened the first Martell Experience Boutique at Hong Kong International airport (HKIA) terminal one’s arrivals area.

The Martell Experience Boutique is one of only two places in the world to obtain a bottle of L’Or de Jean Martell, according to Jean-Etienne Gourgues.

Customers who buy a bottle of L’Or de Jean Martell is entitled to a personal engraving on the decanter with the recipient name or message of their choice.

The focal point of the boutique, however, is the Martell Discovery Table, where consumers can experience the brand’s sensory universe through the tasting notes for each Martell different Cognac, as well as the blends of eaux-de-vie displayed in the centre.

Housed in 33 different bottles of varying shades of yellow and gold, these blends form a striking centre piece, highlighted by the strip of glittering blue floor tiles below.

Visitors can discover more about each Martell Cognac, production methods and the brand’s history through videos. In addition, Martell ‘Brand Attaches’ will be on-hand to help travellers.

The Martell Experience Boutique occupies about one-third of the 130sq m Free Duty store.

Another third of the floor space is dedicated to fine and rare liquor products not only in the Pernod Ricard portfolio, such as Bacardi-owned Bombay Sapphire and Glenfiddich.

The Martell Experience Boutique will be featured in HKIA for three years, and Martell proposes to roll out the concept in other travel retail outlets in due course.

Pernod Ricard Duty Free Asia managing director Thibaut de Poutier commented: “Hong Kong is one of the busiest Asia airports; the boutique is an ideal showcase to convey Martell’s brand image and create strong appeal to our cognacs.”

Via Moodie Report