Since 1715, the House of Martell has been renowned for its spirit of curiosity, which has led it constantly to invent new expressions of its cognac. The most emblematic of all, Martell Cordon Bleu, was created in 1912 by Edouard Martell, making its debut in Monaco and going on to travel the world as a prestigious ambassador of French elegance and Art de Vivre.
Now the House of Martell is paying tribute to its icon with the creation of Martell Cordon Bleu Extra. As its name suggests, this reinterpretation of Martell Cordon Bleu is extraordinary in every way – an irresistible invitation to explore a classic and discover intriguing new dimensions.
The celebrated smoothness of Martell Cordon Bleu is attributed to the influence of rare, highly sought after eaux-de-vie from the small Borderies cru, which represents just 5% of Cognac vineyards. For Martell Cordon Bleu Extra, Martell has added an especially generous portion of very old Borderies spirits to create an even more sumptuous taste – smooth and sensual, intense and harmonious. Distilled using the renowned Martell method – double distillation of exclusively clear wines to reveal with exceptional purity and finesse the specific aromas of each terroir – Martell Cordon Bleu Extra is characterized by the Borderies’ intense candied fruit aromas, the hallmark of a luscious cognac of remarkable roundness and elegance.
“We are delighted to launch the exquisite Martell Cordon Bleu Extra at DFS, Singapore Changi Airport where it will be globally exclusive for one month from 1 September. Travellers at Changi Airport will be the first in the world to discover the all-new facets of this much loved cognac and indulge in the multisensory experience that Martell Cordon Bleu Extra promises,” explains Mrs Nodjame Fouad, Marketing Director, Pernod Ricard Travel Retail Asia Pacific.
In design as well as taste, Martell Cordon Bleu Extra pays homage to its legendary predecessor. The emblematic shape of the Martell Cordon Bleu bottle has been subtly and elegantly elongated. The bottle is closed with a wooden cap featuring a metal medallion engraved with the Martell seal and is presented in an elegant satin silver box, printed with a map of the Cognac region and the history of Martell Cordon Bleu.
Martell, together with DFS and Changi Airport, offers travellers a unique experience of Martell Cordon Bleu Extra through an immersive pop-up space located at Terminal 1 Concourse for a period of six weeks. With a special augmented tasting, travellers go on a journey to discover the tasting notes of Martell Cordon Bleu Extra, elevating the five senses. A special French delicacy created by the House of Martell’s cellar master will also be served during the augmented tasting. The journey continues with a photo booth where travellers are invited on an extraordinary road trip through the hilly roads of the Borderies Vineyards. The experience is finally topped with a special personalized gift, upon purchase of a Martell Cordon Bleu Extra.
“DFS is proud to partner with Martell to debut this extraordinary new expression – Martell Cordon Bleu Extra – globally at DFS, Singapore Changi Airport. This rare eaux-de-vie is sure to delight and we’re thrilled to be able to offer our customers such a multi-sensory celebration of this exciting launch. We look forward to sharing the Martell Cordon Bleu Extra experience with visitors to DFS, Singapore Changi Airport and subsequently at DFS stores worldwide,” says Brooke Supernaw, DFS Group’s Senior Vice President Spirits, Wine, Tobacco, Food and Gifts.
“Changi Airport always endeavours to bring travellers a memorable and unique travel retail experience. Together with Martell and DFS, we are delighted to be the world’s first airport to bring our passengers the newest offering from the House of Martell – the Martell Cordon Bleu Extra. With the Martell Cordon Bleu Extra pop-up space at Terminal 1 Concourse, travellers can now experience a taste of France, as well as have a deep understanding of the unique blend while enjoying it, right in the heart of Changi Airport,” says Ms Teo Chew Hoon, Senior Vice President, Airside Concessions at Changi Airport Group.
Enjoyed neat or on the rocks, Martell Cordon Bleu Extra is a unique and intense taste experience. For connoisseurs of Martell Cordon Bleu who wish to discover an extra dimension of a legendary cognac, as well as for lovers of the very finest things in life, it represents a rewarding discovery – truly, an exciting new expression of an icon.
Martell Cordon Bleu Extra is available at DFS, Singapore Changi Airport from September 2016 and is exclusive to DFS for two months and will be a travel retail exclusive for a period of one year.