Marking a milestone

China’s travel retail industry is reeling from the coronavirus outbreak, but history tells us that it will bounce back, and a recent brand launch highlighted the sector’s heritage in style.

Pernod Ricard Global Travel Retail honoured the 40th anniversary of duty free in China with the release of a special edition of Martell Cordon Bleu across ten key China Duty Free Group (CDFG) locations.

The exclusive bottling has paired Martell Cordon Bleu, the Cognac brand’s signature expression, with a 40-year-old blend of eaux-de-vie sourced from the Borderies. The Borderies, the smallest of the Cognac commune’s crus (growth areas), is the traditional heart of Cordon Bleu.

“The stunning Martell Legacy Release Limited Edition is a fitting way to mark this significant milestone for China Duty Free Group,” said CDFG President Charles Chen.

“As China’s duty free industry enters its 40th year of operations, we can reflect on the partnerships and relationships that have helped to cement our position as one of the world’s leading travel retailers, and Maison Martell has always supported us on this journey.”

The coronavirus impact represents a deep industry crisis, but CDFG is determined to continue its journey with a positive long-term vision. The sector’s 40th year may have got off to a troubled start but better days – and many of them – lie in wait.