Martell, one of the oldest of the great French cognac houses, is celebrating its Soar Beyond the Expected campaign in Hong Kong with the launch of an immersive pop-up experience

The House of Martell, which will take over the ground floor of Central’s historical Pedder Building from January 15 to February 4, offers an unforgettable journey through the past, present and future of the brand with an array of educational, tasting, and shopping experiences.

As one of the oldest wineries in France, Martell invites all cognac enthusiasts to journey back to 1715, where the origins of the brand come to life. You can discover the legendary craftsmanship, innovative brewing techniques, and the remarkable individuals and milestones that have shaped Martell over the past three centuries at this Central location.

The pop-up is a sensory delight, engaging visitors through captivating visuals, sounds and enticing aromas which aim to transport you to the Charente vineyard in France.

Another highlight of The House of Martell is the unveiling of the Les Remarquables de Martell, an extraordinary bottle of exquisitely rare cognac presented in custom-blown demi-john. Nestled inside the dame-jeanne wrapped in a 22-carat gold threaded grapevine – from the roots, embellished with tiny gold nuggets, through the swirling tendrils that grace the body of the dame-jeanne, to the explosion of vine leaves at the top. This one-of-a-kind masterpiece is adorned with three synthetic sapphires and a single diamond, set in 40 cabochons of 300-year-old oak, valued at an astonishing HK$8.5 million.

Exclusive first taste: Indulge in the brand new Single Cru collection

Coinciding with the pop-up is the highly anticipated launch of the Martell Single Cru collection. Visitors will be the first to savour this extraordinary collection of cognacs and embark on a journey of terroir exploration. For over 300 years, Martell has plunged its roots deep into the soils of the Cognac region, aiming always to express the authentic essence of the terroir. Now, with the Martell Single Cru collection, it is revealing the distinctive taste and unique personality of each individual terroir – each cru – in a way it has never done before.

For the first time, every cognac in the collection is crafted with eaux-de-vie sourced from a single terroir, and only those eaux-de-vie which can give the most precise and authentic expression of each terroir. The selection process is so rigorous that fewer than 400 of the 11,000 eaux-de-vie available in the Martell reserves are retained, which explains the rarity of the collection.  

Savour pop-up-limited creative cognac cocktails crafted by world-renowned bartenders

Throughout the pop-up, The House of Martell will also partner with renowned local and international mixologists and bars to present special-edition cocktails made with Martell Noblige. Experience the artistry of blending experience as these talented professionals craft unique and tantalising cocktails exclusively for this event. Highlights of the award-winning lineup include the local legendary mixologist – Antonio Lai, BKK Social Club from Bangkok, Nutmeg & Clove from Singapore, Bee’s Knees from Kyoto, and Zest and Le Chamber from Seoul – part of which are ranked on this year’s list of Asia’s 50 Best Bars. Consumers will have the opportunity to enjoy a complimentary Single Cru Cognac tasting at the House of Martell, along with a refreshing cocktail. 

In addition, visitors who purchase the Martell Single Cru Collection at The House of Martell will be able to enjoy free engraving services and other exclusive benefits. As an added bonus, customers who spend HK$500 or more on Martell products at  any retailer (including supermarkets, convenience stores, online shops), restaurants, bars or other catering premises from 8 January to 29 February 2024, will be entered into a special Chinese New Year lucky draw.

Martell Cordon Bleu and Noblige 2024 CNY Limited Edition are now available

To celebrate the Year of Dragon, Martell has teamed up with the renowned French designer Vincent Darré to create the 2024 CNY limited edition for Martell Cordon Bleu and Martell Noblige. Incorporating Darre’s poetic style, the limited edition bottle and gift box feature a watercolor-style presentation, showcasing Darré’s personal color palette inspired by the dove of peace. Martell’s iconic swift carries the glory of the Cordon Bleu moving towards the shining sun together with the blue ribbon, connecting warmly with the cognac drinkers. 

Also see: Royal Salute serves limited edition bottles at K11 Musea