Pernod Ricard Global Travel Retail (PR GTR) has opened a new portfolio boutique in partnership with China Duty Free Group (CDFG) at the new CDF Haikou International Duty-Free Shopping Complex in Hainan.

Located on the ground floor, within the luxury department of the new shopping complex, the 93 sqm cross-brand portfolio boutique features a wide range of Pernod Ricard’s brands, including Martell, Royal Salute, Chivas Regal, Ballantine’s, The Glenlivet and Secret Speyside.

There are also several ‘ultra-prestigious’, limited editions and travel exclusives to discover, such as Royal Salute House of Quinn Limited Edition, Royal Salute 62 Gun Salute and The Glenlivet 28 Year Single Cask.

The space teams technology and design to create an ‘exciting shopper experience’.

Shoppers are welcomed into the Martell focused area of the boutique through the arc-shaped LED digital façade.

Once inside, they can interact with an artificial intelligence (AI) Martell ambassador, which will immerse them into the world of the brand in a futuristic and innovative way.

Throughout the wider boutique, there’s a focus on providing value-added services, including prestige product tasting in a dedicated VIP area for CDFG platinum and above members.

Luxury Martell gift wrapping services are also available.

“This new boutique is a great example of how Pernod Ricard Global Travel Retail is continuously striving to elevate shoppers’ experiences,” said Liya Zhang, Vice President of Marketing at PR GTR.

“The inclusion of the Martell AI ambassador aims to drive engagement and excitement for one of the key brands favoured by Chinese travellers.”

Opening doors in Hainan

The new boutique at CDF Haikou International Duty Free Shopping Complex marks PR GTR’s fourth boutique in Hainan and its second with China Duty Free Group in the new complex.

“The CDFG team share our ambition to provide incredible shopping experiences for customers, and we can’t wait to welcome travellers to this exciting new store,” said Simon van Moppes, General Manager of North Asia Travel Retail at Pernod Ricard.

Hainan, an island province of China that’s a popular year-round holiday spot, is tipped to become ‘the world’s largest travel retail destination’, attracting estimated US$46.5 billion in sales by 2025.

“As CDF Haikou International Duty-Free Shopping Centre is set to be the largest duty-free shopping centre in the world, this opening is a milestone moment for China Duty Free Group,” said CDFG President Charles Chen.

“We are delighted that we can share this moment with innovative partners such as Pernod Ricard Global Retail Travel in order to bring our shoppers brands they love.”

CDF Haikou International Duty-Free Shopping Complex opened on 28 October, as previously reported.

It is located on No. 5, Haise Road, Xiuying District, close to the Hainanese capital’s new seaport, which is a key transportation hub.