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Martell’s AI-Driven Boutique Sets a New Standard in Customer Experience at Singapore Changi Airport

Luisa Bertoldi from the Maake team, experienced a Martell’s robotic cognac tastings first-hand. While transiting through Singapore Changi Airport, returning from the Angkor Wat Marathon, Luisa engaged in an AI-powered shopping adventure, featuring Martell’s robotic bartender.

Pernod Ricard Global Travel Retail and Lotte Duty Free joined forces to introduce an AI-driven boutique at the airport. Nestled within Changi’s Terminal 1 Lotte Duty Free store, this boutique offers passengers an array of immersive experiences and services. These include an AI ambassador, fully digitalised merchandising units, robot bartenders, and exclusive VIP tastings.

A standout interactive feature is the ‘Martell Untouchable Taste’ tool, designed to assist shoppers in navigating the Martell cognac range. This tool offers personalised tasting recommendations based on individual preferences, which was all managed through touch screen devices around a circular bar. Once the selection is made, the recommendation is seamlessly communicated to the Martell robot bartender, who then expertly serves a nip of the chosen beverage to the customer.


This feat of innovation left customers mesmerised and places Pernod Ricard, especially their brand Martell, at a new height of brand experience. The technology-driven features present marketing and engagement opportunities, with customers likely to share and discuss their extraordinary experiences, contributing to organic brand promotion.

At the time of the boutique launch, Liya Zhang, Vice President of Marketing at Pernod Ricard Global Travel Retail, said in a press release, “We’re always aiming to offer shoppers truly memorable experiences pushing the boundaries of what is possible in an airport space. I sincerely believe we have delivered, as this store is the first of its kind in an airport globally.”

“We feel that we have truly created something special with this opening and we’re excited for travellers to step inside and experience the exciting world of Martell, and hope they enjoy the personalised and delicious drinks which the new robot bartender creates.”

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