Pernod Ricard has launched a marketing campaign centred around the Chinese Mid-Autumn Festival celebration for the Martell cognac portfolio in global travel retail.
A series of activations are planned across the group’s ‘Asia’ region, including in China, Hong Kong, Macau, Singapore and Taiwan. Activity began yesterday (1 September) and will run until 31 October, and includes tastings, “festive merchandising”, gondola displays and branded gifts-with-purchase.
Visuals for the campaign focus on the moon – a central feature of the annual event, which is also known as the Moon Festival. Assets also include cognac food pairings with traditional Chinese ‘mooncake’ pastries.
Outside of the GTR channel, Pernod Ricard plans to boost the campaign’s visibility with out-of-home and off-premise marketing in unspecified “downtown locations”.
Pernod Ricard’s global travel retail Asia Pacific GM, Antonio Duva, said: “Across Asia, Martell is the top choice for gifting and celebratory occasions, which is why it is so important that Pernod Ricard positions this prestige spirit at the heart of this beloved festive period.
“With people travelling all over China and Asia Pacific to reunite with loved ones, it’s the perfect opportunity to elevate Martell’s brand visibility even further, and reinforce its position as the perfect partner for convivial moments.”
In June, Pernod Ricard launched an artificial intelligence (AI) chatbot function on Martell’s website that recommends tailored cognac serves to consumers. The ‘Virtual Bartender’, which can be accessed by clicking here, offers personalised serving suggestions, “historical anecdotes” and advice on responsible drinking.
Reporting its full-year results to the end of June last week, Pernod Ricard posted a near-4% drop in sales from fiscal 2026. “Weak demand in China” was among the top reasons cited for the decline.
