# Lunar New Year Cognacs Martell Debuts a Special Edition Cordon Bleu Cognac By Kalin Ned | Published 2026-01-24 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/cordon-bleu-cognac References: [hypebeast](https://hypebeast.com/2025/12/maison-martell-cordon-bleu-lunar-new-year-limited-edition-he-datian-lor-de-jean-martell-1715-zodiac-edition-assemblage-du-cheval-release-info)  [Martell](https://www.trendhunter.com/trends/cordon-bleu-lunar) has released a special Lunar New [Year](https://www.trendhunter.com/trends/limitededition-blue-label) edition of its [Cordon](https://www.trendhunter.com/trends/cordon-bleu) Bleu cognac. The product features custom artwork by the Chinese contemporary artist He Datian. This special holiday-inspired bottle is presented as a collector's item that is linked to the brand's heritage. Martell's limited-edition Cordon Bleu cognac centers on a symbolic connection, as the brand's name in Chinese begins with a character meaning 'horse.' The artist interprets this motif through dynamic calligraphy that visually integrates the animal's form with the script. The Lunar New Year edition of this product includes the same cognac as the standard Cordon Bleu. The blended spirit contains numerous aged eaux-de-vie, predominantly sourced from the Borderies district. The expression is characterized by rounded, spicy, and fruity notes. Image Credit: Martell, [hypebeast](https://hypebeast.com/2025/12/maison-martell-cordon-bleu-lunar-new-year-limited-edition-he-datian-lor-de-jean-martell-1715-zodiac-edition-assemblage-du-cheval-release-info) ## Trend Insights (Trend Hunter) - Score: 7.1/10 - Popularity: 77% | Activity: 74% | Freshness: 63% - Audience gender: 50% men, 50% women - Primary generations: Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Culturally-themed Spirits:** The integration of cultural motifs into spirits packaging taps into cultural pride and festivity, offering collectors unique, story-rich experiences. - **Artistic Collaborations:** Collaborating with contemporary artists adds a new layer of aesthetic appeal and prestige to limited-edition products, merging the worlds of luxury and art. - **Heritage-driven Marketing:** Emphasizing a brand's historical roots and cultural symbolism in product design enhances consumer engagement by creating a narrative that resonates on personal and cultural levels. ### Industries Being Reshaped - **Luxury Beverages:** The luxury beverage industry sees disruptive innovation through the release of limited editions that blend traditional craftsmanship with modern artistic expression, appealing to discerning consumers. - **Wine and Spirits:** In the wine and spirits industry, seasonal special editions create exclusivity and increased demand, providing a fresh way to engage consumers with cultural and festive themes. - **Art and Design:** The art and design industry intersects with consumer goods as visual storytelling through product packaging becomes a key element of brand differentiation and consumer allure. ## Related on Trend Hunter - [Artistic New Year Spirits](https://www.trendhunter.com/trends/glenfiddich-lunar-new-year.md) - [Exquisite Cognac Bottles](https://www.trendhunter.com/trends/exclusive-lunar-new-year.md) - [Lunar New Year Cognacs](https://www.trendhunter.com/trends/hennessy-year-of-the-horse.md) - [Lunar New Year Whiskeys](https://www.trendhunter.com/trends/royal-salute-lunar-new-year.md) - [Inaugural New Year Fashions](https://www.trendhunter.com/trends/maison-margiela-lunar-new-year-collection.md) - [Lunar New Year Cognac](https://www.trendhunter.com/trends/lor-de-jean-martell.md) - [Symbolic Lunar Cognacs](https://www.trendhunter.com/trends/cordon-bleu-lunar.md) - [Luxurious Heritage-Honoring Decanters](https://www.trendhunter.com/trends/lunar-new-year-coffret.md) - [Chinese Artist Designed Cognacs](https://www.trendhunter.com/trends/xue-song.md)