Food & Drink

Martell 'Be Curious' Dinner Jingles All the Way to 100K

French Cognac House Goes to Kajang, Wins Locals Over

BY Editors | Dec 21, 2017 | News

VIP guests and Pernod Ricard Malaysia management sportingly do the yam seng at the Be Curious Dinner in Kajang.


The scene: Restoran Fui Chuai, Kajang, Selangor, December 2017. The Martell Be Curious Dinner rings up RM100,000 in package sales in a single evening.

And could the VIP patrons not buy? The historical French house offered packages for Martell L’OR De Jean Martell, Martell XO, Martell Cordon Bleu Extra, Martell Chanteloup Perspective and Martell Cordon Bleu. 

The Malaysian market has always been a prosperous one for Martell, being one of its top in the world by value. Even so, it never hurts to incentivise the existing and new buyers: a spend-and-win contest was designed to reward customers with spiffy prizes.

“As the oldest of the great cognac houses, Martell produces, exports and markets cognacs that are internationally renowned for their quality. The brand’s identity is founded on the concepts of elegance, complexity and balance, and our consumers know this distinction when they savour our cognacs,” said Pernod Ricard Malaysia managing director, Sébastien Mouquet,.

Also present at Martell’s Kajang gambit were its brand ambassador, Jeremy Oakes (Martell Cordon Bleu), Château de Chanteloup hospitality director, Jean-Jacques Regnault (Martell Cordon Bleu intense heat - limited edition) and Pernod Ricard Malaysia marketing director, Emmanuel Dokhelar, (Martell XO).

What do the guests at the Martell Be Curious Dinner Series stand to win?

The spend-and-win contest grand prize is a fully-imported Mercedes-Benz E200 Avantgarde valued at RM395,888 on the road without insurance. The marketing pitch describes it as the embodiment of modern style and refined sportiness – which is about right, for the current, highly-developed generation of models. Also mentioned is “an astounding lightness of touch” and “an atmosphere of clarity and secure comfort”. Esquire hasn’t driven this model in anger, but our experience of other models in the stable means we’re inclined to agree. 

First prize is an all-expenses, fully bespoke, three-day trip to Château de Chanteloup in France (flight, accommodation, meals). It’s described as a “once-in-a-lifetime opportunity [for VIPs] to immerse themselves in the historic atmosphere of Martell.” The winner will stay at the historic Château de Chanteloup, and be given a tour of the distillery and cellars where Martell’s cognacs are crafted, plus discover the region and its gastronomy. We’ll take both the car and the bespoke trip, thanks very much!

Other prizes that have piqued Esquire’s curiosity, apart from idevices and pamperous (new word) massage chairs, include a regional tour for two, and limited edition Martell bottles including extremely rare collectors’ editions

How to win? Guests at the Martell Be Curious Dinner Series will need to purchase packages during any of the dinner events and submit the order form with payment. The higher the package price, the more entries you’ll be given. Those with the highest number of entries will be invited to the Grand Finale dinner for the spend and win contest draw! Mark your calendars for March 2018! Ask Moneypenny to block off the whole month!

The Martell Be Curious Dinner Series will be hosted at locations throughout Klang Valley, Pahang, Johor, Penang, Melaka and others from now until February 2018.

For more information on dinner dates and to book a table at the Martell Be Curious Dinner series please call Gerald at 010-2263227.

Stay tuned!