It is all getting curiouser and curiouser, to borrow a quote from Alice in Wonderland, as Martell’s year-long “Reward The Curious” campaign debuts nationwide.
During a memorable evening of cocktails and canapés that foreshadowed a bespoke tasting menu to pair with Martell and Chivas, it was announced that epicureans could look forward to a coming dinner series that will take diners on a breathtaking culinary journey through the four seasons.
In a rare collaboration, Asian Food Channel celebrity chef Sherson Lian will come up with two seasonal signature canapés, all of which have been exclusively crafted for pairing. Served to the guests at pre-dinner cocktail receptions, this added-value experience will be available at a few outlets around the country.
The year-long, immersive dining series offer both Chinese European cuisines that will be set against a multi-sensorial backdrop replete with performances inspired by each city.
“If I were to humbly sum up my experience in Malaysia thus far, I would surmise that Malaysians truly bond with loved ones over the love and pleasure of food discoveries.
“We want to pay homage to truly Malaysian ethos as we believe that moments of conviviality over food and drinks should be inclusive and shared with one’s community,” said Pernod Ricard Malaysia managing director Sébastien Mouquet.
A special menu will be developed by each restaurant to pair with the 85 unique flavour notes of Chivas 18 and the distinctive floral aromas of Martell cognacs, including the newly released Martell VSOP Aged In Red Barrel that is specifically crafted for food pairing.
To up the ante of the dinner series which made its debut in 2017, the Seasonal Rewards contest will see top spenders and lucky draw winners getting all-expense paid trips for two to city destinations featured at the dinners’ themes.
At the Grand Finale, the Grand Prize of a brand-new Mercedes Benz E class and the First prize of two all-expense paid trip to the Chateau de Chanteloup in France, once the residence of the House of Martell’s Jean Martell as well as two all-expenses paid trips to Strathisla Distillery, home to Chivas Regal in Scotland, will be given away.
At the event, new Martell brand ambassador Frenchman Jean-Baptiste was also introduced for the first time.
Growing up in Bretagne, Baptiste feels very bounded to the Cognac region as he has family there. He first joined Pernod Ricard France as a brand manager trainee for gin and whisky brands, and hopes to share his passion for what he considers some of the best ambassadors of the French culture: cognac and champagne, with Malaysians. — Patsy Kam