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 15 January to 4 February 2024, offers an unforgettable journey through the past, present and future of the brand with an array of educational, tasting, and shopping experiences.
Embark on a time-travelling adventure to explore Martell’s 309-year history and legacy
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. Discover the legendary craftsmanship, innovative brewing techniques, and the remarkable individuals and milestones that have shaped Martell over the past three centuries.
The House of Martell is a sensory delight, engaging visitors through captivating visuals, sounds and enticing aromas that transport you to the Charente vineyard in France. Experience the diverse grape origins, varieties, soils, and other brewing essences that contribute to the creation of Martell’s cognac.
Another highlight of The House of Martell is the unveiling of the Dame-Jeanne – La Griffe, an extraordinary bottle of exquisitely rare cognac presented in custom-blown demi-john. It is nestled inside intricately decadent gold and precious stone sculptures, meticulously handcrafted by French renowned artist Laurentine Périlhou. This one-of-a-kind masterpiece, valued at an astonishing HK$4 million, showcases a harmonious blend of natural linen threads, tricentenary wood cabochon, and resplendent golden filaments adorned with diamonds and sapphires.
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.
The House of Martell Pop-Up Experience
Dates: 15 January – 4 February 2024
12pm – 10pm (Sunday to Tuesday)
12pm – 12am (Wednesday to Saturday)
Admission: Free Entry (Pre-registration is required: https://www.ticketflap.com/zh-hant/thehouseofmartellhk-experience/ )
Location: G/F, Pedder Building, 12 Pedder St, Central
Please do not share with anyone under 18. Drink responsibly.