Pernod Ricard and Maison Martell release Noblige Noir
Martell Noblige Noir is exclusive to travel retail
Pernod Ricard Global Travel Retail and Maison Martell have released a new permanent travel retail exclusive, Noblige Noir, set to hit the shelves next month.
Martell Noblige Noir will be available in select travel retail locations. For Asia and the Pacific region, it will launch first in Hong Kong International Airport with Duty Zero by cdf.
Designed to expand the Noblige franchise, travelers can expect complexity and intensity from this enigmatic dark blend and its charred wood finish. The sophisticated and distinctive bottle is a deliberate ruse to turn heads and recruit new consumers and draw the attention of Cognac connoisseurs.
With bottles on shelf by October 1 and a full, impactful, omnichannel launch planned for November, Martell Noblige Noir is positioned to appeal for non-festive or informal gifting and the growing Asian consumer-base for fine cognac.
The second expression from the Noblige range in GTR, Noir’s distinctive luxe black and gold packaging and instantly recognizable swift motif will assure buyers of the unmistakable Martell quality, whilst engaging activations and tastings across Asian markets will afford newcomers to prestige cognac the opportunity to experience the woody aromatics and complex, dramatic flavor profile.
Pernod Ricard Global Travel Retail and Maison Martell believe Noblige Noir will recruit new consumers and draw the attention of Cognac connoisseurs
Christophe Valtaud, Martell Cellar Master, described Martell Noblige Noir as “a more intense and audacious tasting experience than ever before.
Crafted with charred wood, the nose delivers an explosion of intense toasted aromas, accompanied by dried fruit and a hint of liquorice. After swirling, notes of almond, hazelnut and raisin arise, complemented by opulent wood, leather, mocha and cappuccino. In the tasting, there are notes of blackberry and blackcurrant, as well as dried fig, date and hazelnut, with a long finish making Noblige Noir “strikingly rich and complex”. It is also the darkest Martell Noblige blend ever created, with its bold character revealed through a deep, intense shade of amber.
Liya Zhang, VP Global Marketing at Pernod Ricard Global Travel Retail, said, “Noblige Noir takes the renowned woody signature of Martell Noblige to new extremes, creating that all important excitement, point of difference and market appeal to both cognac lovers across Asia Pacific and those just discovering the delights of prestige cognac. It’s our ambition to expand the Noblige franchise and galvanize Martell as leader in the prestige category, and from there graduate our customers into experiencing the entire Martell range.”
Michelle Sun, Senior Vice President, Product Merchant Department and Assistant President, CDFG, commented, “We are delighted to work with Pernod Ricard Global Travel Retail to expand the extraordinary range from Maison Martell, a cognac house with an impeccable reputation across Asia and beyond. We are excited to see how travellers respond to the new Noblige Noir travel retail exclusive launch and activation, which aligns with our mission to delight and inspire travel retail shoppers.”
Maisy Au, General Manager of Duty Zero by cdfg, added, “We continually strive to deliver a unique and exceptional portfolio to travellers, so we are delighted to offer this stunning new travel retail exclusive from Maison Martell and Pernod Ricard Global Travel Retail. We believe the eye-catching design and strong campaign execution will draw in shoppers to discover more about the distinctive new edition.”
Presented in a dramatic palette of black and gold, the redesigned bottle is embossed with gold and travel-exclusive labels, whilst the wooden texture of the box is evocative of the distinctive liquid inside.
