Another new cognac hits the shelves, and this time it’s from Pernod Ricard owned cognac giant, Martell.
Available in China and South-East Asia from the 28th November 2014, Martell Noblige Black Tie is a new expression of the popular Noblige eaux-de-vie. The cognac is being released in a limited edition, and is intended to extend the spread of the brand Martell from into the rest of Asia. It will also be sold in Asian Travel Retail outlets.
The regular Noblige Cognac is currently popular mainly in China. But as we all know, the Chinese market has taken somewhat of a downturn in the past year, and it’s the aim of all the cognac brands to move forward and not rely so heavily on the Chinese market.
Head of Pernod’s Martell division, Phillipe Guettat, said of the brand’s forward thinking plans, “It’s a beginning of an era of a new type of luxury. Each brand has to be able to answer better the new needs of the new generation of the Chinese middle class, and to create imagery that appeals to consumers”.
Martell Noblige Black Tie Cognac has been created in conjunction with Taiwanese-Canadian fashion designer, Jason Wu. It’s a ‘just above VSOP’ quality cognac – a Napoleon – and will retail at the same price as it’s predecessor (around $62 US dollars per bottle). The bottle is the same shape, but in a luxurious matte black colour.
Read more about Martell Cognac.
Sources: just-drinks.com
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