During a visit to the French Cognac pop-up event at the Martell Tower over the weekend, State Commissioner for Tourism, Arts, and Culture, Toke Benson-Awoyinka, expressed her appreciation.
She highlighted their creative way of merging cognac education with culture and luxury.
Initially, the Commissioner thought the Tower was just another marketing gimmick, but she was pleasantly surprised by the richness and elegance of the experience.
She said: “I thought this was just another clever branding campaign. But as I went through the tour, I realised it’s so much more. It’s beyond just the cognac—it’s truly an educational experience.”
Ms. Benson-Awoyinka was especially intrigued by the artistry and craftsmanship evident in the experience.
“This has inspired me to learn more about the grapes, distillation process, and the journey that brought us to the creation of such fine cognac. Clearly, this vision goes beyond selling a product to celebrating heritage, innovation, and artistry. Kudos to the team for creating something so impactful.”
The Commissioner lauded the brand's effective blend of education and entertainment, establishing a benchmark for Lagos' cultural attractions. She highlighted its potential to draw both domestic and international visitors, thereby strengthening Lagos' position as a premier experiential tourism destination.
“This is a shining example of how culture and luxury can intersect to create something truly meaningful,” she added. “I encourage everyone to visit and experience it for themselves.”
The Martell Tower presents an engaging exploration of the cognac universe, emphasizing its rich 300-year history, the complexities of the distillation process, and the craftsmanship involved in its production.
The Martell Tower’s 10-week pop-up event, which took place from November 8 to January 4, drew a wide array of visitors who delved into the history, artistry, and innovation that define the world’s oldest cognac.