Following successful roll-outs in China, the Hong Kong launch is expected to help Martell better connect with, and build stronger brand loyalty with, a young and affluent male demographic in a lifestyle rather than the traditional advertising-driven way.
Martell Elite was launched in Shanghai in 2001.
Horace Ngai, vice-president, marketing, Pernod Ricard Asia said, "Historically, there was a lack of brand differentiation among super premium brands in China. Key brands were all associated with status, success and sense of self-achievement. As a world leader in super premium cognac, Martell recognised the need to create deeper lasting 'lifestyle-driven' relationships with discerning drinkers."
With the brand positioning of 'discerning enjoyment', Martell's target audience is predominantly high-profile, affluent males in Taiwan, Singapore, Malaysia, Hong Kong and China, which Martell considers to be key cognac drinking markets.
"The club offers a forum for like-minded citizens of the world who have set benchmarks in their fields, and who carry a profound admiration of the finer things in life," said Ngai
The club's first, invitation-only event in Hong Kong featured an exhibition of French impressionist and modernist art from Christie's, followed by a cognac appreciation dinner and a charity auction of fine cognacs. The club has also put in motion the Martell Man of the Year award.
"We believe Asia is going to be the main engine for growth for Martell," said Ngai.
