Christoph Niemann blends heritage with modernity for Martell Cordon Bleu

By Charlotte Turner |

Martell has partnered with German artist Christoph Niemann to create this year’s Martell Cordon Bleu limited edition bottle and giftbox, titled ‘100 eaux-de-vie in every drop’.


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.


Niemann was inspired to use the drop as a motif for this collection.

Niemann was inspired to use the drop as a motif for this collection.

“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.


Niemann says: “My aim was to create a visual universe that conveyed the emotions of discovering the world of cognac with Martell – an experience that can be shared wherever you are.


“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.


OUT NOW: June/July issue + Top 10 Airports

The TRBusiness June/July 2024 edition, featuring the Top 10 Airports report, is now available...


TR Consumer Forum 2024 photo gallery now live

The TR Consumer Forum 2024 was packed with memorable moments, from the very first networking...


TR Consumer Forum welcomes Gulf Beverages

TRBusiness is proud to announce Gulf Beverages and African + Eastern as Diamond Sponsors for the...

image description

In the Magazine

TRBusiness Magazine is free to access. Read the latest issue now.

E-mail this link to a friend