Pernod Ricard Global Travel Retail (PR GTR) has announced a first-ever three-way partnership between itself, Alipay and China Duty Free Group (CDFG).

Beginning in early January, the first project under the new partnership closes in conjunction with Chinese New Year.

The collaboration introduces new ways for Pernod Ricard-owned Martell to engage with Chinese consumers through innovative digital solutions on digital payment platform Alipay, which has over one billion active users.

As reported, PR GTR opened its first Maison Martell travel retail boutique in China Duty Free Group’s Haitang Bay Duty Free Shopping Centre on 28 January 2021.

Martell is the first international liquor brand to partner with Alipay and CDFG for the retailer’s 2021 Red Pocket lucky draw. This gives consumers the opportunity to collect Martell coupons on Alipay, which they can redeem during visits to certain CDFG stores on Hainan Island.

CONNECTING DIGITALLY WITH CONSUMERS

Pernod says the collaboration marks a new step in shared efforts to extensively connect with consumers digitally and drive footfall through exclusive online and offline offers.

Pernod Ricard is offering 3,000 Martell digital coupons through Alipay. Each one contains a coupon for travellers to redeem against the full portfolio, including the Martell Cordon Bleu Epic Voyage Limited Edition — a product created specifically for the Chinese New Year holiday.

The coupons can be claimed in the Sanya International Duty Free Shopping Complex and Haikou Meilan International Airport Duty Free Shop. Products can be collected at airport stores.

Lisa McCann, Pernod Ricard Global Travel Retail Martell Brand Director said: “We are proud to be a part of CDFG’s unmissable new year campaign on Alipay, especially as this digital collaboration makes Martell the first international liquor brand to leverage Alipay digital solutions to better engage with Chinese consumers.

“We’re continually looking to deliver innovative offerings as part of our relationship with CDFG and by partnering with Alipay we’re able to offer exciting and engaging ways for travellers to discover and enjoy our range of Martell products in the spirit of Chinese New Year.”