# Lunar New Year Cognac L’Or de Jean Martell Zodiac Edition Assemblage du Cheval for New Year By Amy Duong | Published 2025-12-19 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/lor-de-jean-martell References: [reservebar](https://www.reservebar.com/products/martell-cordon-bleu-cognac-lunar-new-year-2026-edition/GROUPING-2552533)  L’Or de Jean Martell [Zodiac](https://www.trendhunter.com/trends/zodiac-chocolate) Edition Assemblage du Cheval is a limited cognac created by [Maison Martell](https://www.trendhunter.com/trends/cordon-bleu) to celebrate the Year of the Horse. The expression is assembled by cellar master Christophe Valtaud using eaux-de-vie selected from previous Years of the Horse, drawn from the House’s oldest reserves. The blend is presented in a hand-crafted crystal decanter produced by Baccarat, featuring a sculptural red crystal stopper shaped as a horse’s head. Each decanter is individually numbered as part of a tightly limited global release. The edition is accompanied by a separate Lunar New Year release of Martell [Cordon](https://www.trendhunter.com/trends/cordon-bleu-cognac) Bleu featuring artwork by Chinese artist He Datian. That bottling applies calligraphic horse imagery across the bottle surface while retaining the classic Borderies-forward Cordon Bleu blend. Both releases reference the horse motif long associated with Maison Martell’s identity and heritage. Image Credit: Maison Martell ## Trend Insights (Trend Hunter) - Score: 6.5/10 - Popularity: 77% | Activity: 59% | Freshness: 59% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Key Themes Behind This Trend - **Limited Edition Spirits:** Limited edition spirits like the L’Or de Jean Martell Zodiac Edition offer exclusivity and cultural storytelling, attracting collectors and enthusiasts. - **Cultural Celebration Branding:** Brands embracing cultural celebrations, such as Lunar New Year, create unique marketing opportunities to tap into global markets with a localized approach. - **Artistic Packaging Design:** Artistic packaging, exemplified by collaborations with artists for products like Martell's Cordon Bleu, adds an aesthetic layer that enhances product appeal and brand differentiation. ### Where This Applies - **Luxury Spirits:** The luxury spirits industry capitalizes on heritage and rarity, using handcrafted decanters and limited stock to drive demand among affluent consumers. - **Cultural Tourism:** Cultural tourism benefits from branded products tied to specific cultural celebrations, offering travelers and collectors souvenirs that embody cultural significance. - **Packaging and Design:** The packaging and design industry offers innovation through collaborations with artists and fine craftsmen, creating visually striking packaging that doubles as a collectible art piece. ## Related on Trend Hunter - [Charm Jewelry Capsules](https://www.trendhunter.com/trends/avgvst-berlin-x-crosby-studios.md) - [Sleep Aid Devices](https://www.trendhunter.com/trends/rem.md) - [AI Conversation Headphones](https://www.trendhunter.com/trends/proactive-hearing.md) - [Bell-Shaped Coffee Mugs](https://www.trendhunter.com/trends/mario-mug.md) - [Alpine Tower Concepts](https://www.trendhunter.com/trends/lina-peak.md) - [Modular Bike Racks](https://www.trendhunter.com/trends/sonder-x-skarper.md) - [Outdoor Furniture Relaunch](https://www.trendhunter.com/trends/holly-hunt.md) - [Nautilus Shell Speakers](https://www.trendhunter.com/trends/steampunk-nautilus.md) - [Premium Unisex-Style Eyewear](https://www.trendhunter.com/trends/new-classic-collection.md)