Martell brings herbal tea and cocktails together this Mid-Autumn Festival

Cognac house Martell has partnered with heritage herbal tea shop Kung Lee (公利真料竹蔗水) and local bar Quinary to launch a pop-up herbal tea house for its Mid-Autumn Festival campaign, inspired by Hong Kong's most iconic urban culture and local flavours.

Also known as "The spirit of Hong Kong. The gift of Martell" (香港地．香港味。送禮，唯獨馬爹利), the campaign is done in collaboration with media agency WPP Media and PR agency Ernest and Donald Marketing Communications.

The campaign aims to reframe Martell as part of Hong Kong's cultural scene by bridging traditional tea shops and modern bars, creating a journey that connects generations and rekindles a sense of home.

A spokesperson for Martell told MARKETING-INTERACTIVE that the campaign targets people in Hong Kong who value local culture and heritage, and who are looking for gifts and gatherings this Mid-Autumn Festival.

Kung Lee and Quinary, two iconic establishments standing just steps apart on Hollywood Road in Central, could not be more different in character. One is a traditional herbal tea shop that holds the memories of generations of Hong Kongers; the other is a contemporary cocktail bar that pushes the boundaries of mixology. From now until 8 October, both venues will be transformed with limited-edition themed decor, each becoming a "Martell Herbal Tea House” (馬爹利涼茶館).

While Kung Lee retains the timeless charm of its heritage interior, Martell's classic elements have been thoughtfully woven into the space. Quinary, on the other hand, brings the nostalgic spirit of a traditional tea house into a modern bar setting, bringing the culture of herbal tea to life in every glass. Together, the two iconic venues on Hollywood Road offer a unique journey where Martell's legacy meets Hong Kong's cultural roots, uniting past and present under one campaign. 

Martell has enlisted Quinary founder Antonio Lai to create two exclusive Highballs inspired by Hong Kong's beloved herbal tea flavours. Blending Martell VSOP with Kung Lee's signature Twenty-Four Flavour and Sugarcane Juice, the cocktails combine the cognac's refined fruitiness with classic tea notes. They will be available exclusively at Quinary throughout the campaign.

To mark the launch of the pop-up, Martell invited Brian and Phat, members of local hip-hop group 24Herbs, to visit the event. According to the spokesperson, the duo was chosen for their authentic storytelling credibility. Having spent years penning lyrics that capture Hong Kong stories in the local tongue, they carry real authority in defining the taste of Hong Kong (香港味), the very heart of the campaign.

Furthermore, there is literal name equity at play. 24Herbs takes its name from Twenty-Four Flavour (廿四味), a herbal tea well known to locals and featured in the campaign's signature cocktail. In Chinese, the group and the drink share the same name. The pair are not just familiar with Twenty-Four Flavour; they are Twenty-Four Flavour, giving the campaign a headline that practically writes itself.

At the event, Quinary founder and master mixologist Antonio Lai gave Brian and Phat hands-on guidance in crafting two exclusive cocktails, the Martell VSOP Twenty-Four flavour Highball and the Martell VSOP Sugarcane Juice Highball, allowing guests to be the first to experience a fresh interpretation of classic Hong Kong flavours. 

Outside the historic Kung Lee Herbal Tea Shop, a limited-edition mural by local artist Pei Chung (皮忠) has taken shape. The artwork features Martell's iconic golden swallow as the central motif, with a flock of swallows flying over Victoria Harbour surrounded by sugarcane, guiding viewers along the flight path towards Kung Lee. This symbolises Martell accompanying the city from its past to the present, and onward together into the future. 

To encourage repeat visits, a gashapon draw has been introduced for customers ordering any two designated Martell cocktails in September. The locally-themed collectibles serve as everyday reminders of the brand experience.

As a take-home extension, the canned pre-mixed cocktails and Hong Kong limited-edition Martell VSOP are available at selected retailers while stocks last, transforming a one-bar experience into a repeatable at-home ritual with broad retail visibility.

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