Niemann’s limited edition design is inspired by the unique Cognac blend, which is said to contain more than 100 different eaux-de-vie in every glass, ‘each of which is crucial to recreating its legendary taste’, insists the Pernod Ricard-owned brand.
After visiting Maison Martell in Cognac and joining a blending and tasting session with Cellar Master, Christophe Valtaud, Niemann was inspired to use the drop as a motif for this collection, which the artist says acts as a metaphor for the blend’s signature taste formulated from ‘100 eaux-de-vie in every drop’.
‘Timeless yet contemporary’ says Liya Zhang
The gift box features black and white photos of the Martell cellars and vineyards, which Niemann took himself during his visit to Cognac.
“The juxtaposition of the abstract, colourful drops with the real-life, monochrome photographs conveys the unique combination of heritage and modernity of Maison Martell, which has constantly reinvented itself to stay ahead of its time,” said Pernod Ricard Global Travel Retail.
The GTR division of the drinks giant reveals that an exclusive version of the new eye-catching design will be available in duty free.
“For me, it is really important that storytelling is relatable, personal and honest.
“The photos bring emotional texture, transposing my impressions so people instantly get it without having been there.”
Liya Zhang, Vice President of Marketing, PR GTR commented: “The Martell Cordon Bleu limited editions are always highly anticipated, and this year is no exception.
“We’re excited to introduce this exclusive unique design, blending a timeless drink with a renowned contemporary artist, to travellers around the world for the holiday season.”
The Martell Cordon Bleu Collection Christoph Niemann duty free limited edition bottle is priced at USD$276 (1L) and available now in selected airports and duty free hubs across Hainan, Hong Kong, Singapore, Taiwan, Thailand, Malaysia, America, and Australia.