Martell Woos Hong Kong’s High Rollers With Limited-Edition Cohiba Cognac

Martell and Cohiba special gift pack

With Chinese New Year just around the corner, cognac maker Martell (previously) has released a limited Chinese New Year Edition Gift Box of its Cohiba Cognac, a tribute to Cuba's top cigar brand. Each gift box comes with a silk-screen printed bottle of Martell Cohiba Cognac, displaying a Cuban tobacco landscape, as well as a cedar wood humidor. Launched on January 25, only 250 bottles are available, sold exclusively in Hong Kong for the princely sum of HK$ 5,100 (US$ 658).
As Jing Daily reported previously, Martell has made great marketing strides in an effort to cash in on Greater China's thirsty cognac consumers. In 2011, the company held themed Martell parties across mainland China, following other efforts like its partnership with Beijing's CAFA in 2007 to create the Martell Art Foundation and the Hong Kong "Experience Boutique" in 2010. Since 2004, Martell has also sponsored the Martell Artists of the Year Exhibition, a yearly show featuring up-and-coming as well as established creatives.
The release of the commemorative Cohiba Cognac box set is Martell's first effort in the city in 2013. Last year, the company held celebrations in Hong Kong commemorating the 100th anniversary of the Martell Cordon Bleu and launched a limited edition "Cordon Bleu Centenary Exclusive."