Pernod Ricard designates Martell as its international prestige cognac brand, noting that the house has been part of the group since 2001.2

The history of Martell began in 1715, when Jean Martell, then aged only 21, left Jersey in the Channel Islands to settle in Cognac.

During this period, Cognac was establishing an international reputation for its wine-based eaux-de-vie, particularly among British consumers and aristocrats. Martell founded a trading business centred on these spirits, gradually developing the expertise that would form the foundation of Maison Martell.1

The location was pivotal. Cognac is situated in the Charente region of southwestern France, where the specific combination of climate, soils, grape varieties, and centuries of distillation tradition created the ideal conditions for producing Cognac.

From its inception, Martell operated not merely as a distillery but also as a merchant and international trading house.

A significant chapter in the history of Martell involves Rachel Martell, the widow of Jean Martell.

Following Jean Martell’s death in 1753, Rachel assumed control of the business. She managed the House for nearly three decades, guiding it through a crucial period of growth.

Martell associates her philosophy with the maxim:

“The best, without artifice.”

This principle became integral to the House’s identity, asserting that quality should derive from the intrinsic character of the product and its craftsmanship rather than superfluous embellishment.1

Martell commenced exporting its Cognac at an early stage in its history.

According to the House’s historical records:

• 18th century: Exports were directed primarily to England and Northern Europe.
• 1781: Martell reached India.1
• 1783: Exports extended to North America.1
• 1817: South America.
• 1848: Africa.
• 1858: Asia.

This outward-looking orientation became a defining characteristic of Martell.1 Consequently, the modern identity of Martell is not simply that of a “French Cognac”, but rather French craftsmanship presented as an international luxury product.

To appreciate Martell, it is necessary to understand the nature of Cognac.

Cognac is a type of brandy produced exclusively in the Cognac region of France under strict geographical and production regulations.

The fundamental production process follows this sequence:

Grapes → wine → distillation → eau-de-vie → oak ageing → blending → Cognac

The dominant grape variety used is Ugni Blanc. The wine produced from these grapes is distilled, traditionally in copper pot stills, and the resulting clear spirit—known as eau-de-vie—is subsequently aged in oak.

Martell describes its traditional process as involving the double distillation of clear wines, followed by ageing in fine-grained oak barrels.1

The Cognac appellation is divided into six principal growing areas, known as crus:

1. Grande Champagne
2. Petite Champagne
3. Borderies
4. Fins Bois
5. Bons Bois
6. Bois Ordinaires

For Martell, the Borderies cru holds particular significance.

Borderies is the smallest of the six Cognac crus, comprising approximately 5% of Cognac vineyards. Martell has historically maintained a strong relationship with this terroir, whose eaux-de-vie are celebrated for their floral aromas, elegance, and smoothness.1

This connection explains a key element of the typical Martell style, which prioritises:

fruit + flowers + elegance + smoothness

rather than heavy oak or intense spice.

Martell’s production philosophy emphasises several specific elements.

Clear-wine distillation

Martell traditionally prioritises the distillation of clear wines, avoiding reliance on lees-heavy distillation. The company attributes greater aromatic finesse to this method.3

Copper pot stills

Traditional copper pot stills, or alambics, are employed to distil the wine into eau-de-vie.1

Fine-grained oak

The eaux-de-vie are aged in oak barrels. The wood imparts colour, structure, spice, and additional aromatic complexity.

Blending

A finished Cognac is rarely the product of a single barrel or vineyard. A Cellar Master selects and blends eaux-de-vie of varying ages and origins to achieve a consistent house style.

This practice is central to the identity of major Cognac houses such as Martell.

Martell generally positions itself around the concepts of elegance and finesse.

Descriptions of the house style consistently highlight characteristics such as:

• Fruit
• Flowers
• Smoothness
• Elegance
• Complexity
• Subtle spice
• Long finishes

The prominence of Borderies contributes significantly to this profile, as Martell describes Borderies eaux-de-vie as particularly floral and smooth.1

In simplified terms, the Martell profile is:

Martell → elegant, fruity, floral, refined

This distinguishes it from styles positioned primarily around heavy, intensely oaky characteristics. Naturally, the specific sensory profile varies according to the individual expression.

If one product represents Martell internationally, it is Martell Cordon Bleu.

Created in 1912 by Édouard Martell, the great-grandson of Jean Martell, it quickly became one of the House’s signature products.1 It was officially launched at the Hôtel de Paris in Monaco in 1912.1

Cordon Bleu is renowned for its rich fruit and spice character. Martell identifies tasting notes including:

• Candied plum
• Apple
• Orchard fruit
• Spices
• Rich fruit
• A long finish

According to Pernod Ricard, the blend comprises more than 100 eaux-de-vie.2

Its historical associations are equally notable. It was served on the maiden voyage of the Queen Mary in 1936 and on the first Concorde flight in 1977.1 Thus, Cordon Bleu transcended its status as a cognac to become a symbol of international luxury and celebration.

While the exact portfolio varies by market, major Martell expressions include:

Martell VS

VS = Very Special

This expression serves as an accessible entry point to the Martell range, designed for both neat drinking and mixed drinks or cocktails. The bottle is strongly associated with Martell’s contemporary electric-blue visual identity.1

Martell VSOP

VSOP = Very Superior Old Pale

A step above VS, this expression generally offers more developed fruit, spice, oak, and depth. Martell utilises a distinctive red colour for its VSOP presentation.1

Martell Noblige

Noblige occupies a premium position within the range and features a distinctive elongated bottle. Its name references the French expression noblesse oblige, traditionally associated with the responsibilities accompanying noble status.

Martell XO

XO = Extra Old

XO expressions sit within the premium to ultra-premium segment of the conventional Cognac hierarchy.

Martell’s XO is characterised by richer fruit, spice, dried-fruit, and woody notes. Pernod Ricard lists aromas including fig, walnut, and sandalwood.4

Martell Cordon Bleu

The historic flagship and arguably the most internationally recognisable Martell expression.

L’Or de Jean Martell

One of the House’s luxury prestige cognacs.

Pernod Ricard describes L’Or de Jean Martell as a blend of more than 400 rare eaux-de-vie, featuring notes of citrus, fruit, gingerbread, and precious wood.2

These designations are not merely marketing terms; they relate to the age category of the youngest eau-de-vie in the blend, in accordance with Cognac’s regulatory classification system.

Crucially, these ages refer to the youngest component, not the average age of the contents. A premium Cognac may therefore contain eaux-de-vie considerably older than the minimum requirement.

Martell possesses one of the most recognisable visual identities in the Cognac category.

The swift

The swift is Martell’s signature animal emblem. It represents:

• Freedom
• Speed
• International travel
• Audacity
• Crossing borders

The House traces this symbol back to the Martell family coat of arms and historic shipments.1

Three golden hammers

The Martell family coat of arms features three gold hammers alongside a swift. This emblem has appeared on Martell shipments since the early history of the House.1

Blue

Blue is intrinsically linked to Martell. According to the House, the colour carries two historical associations: Jean Martell’s early business as an indigo trader, and the blue of the ocean, reflecting the family’s seafaring origins.1 This renders the famous blue of Cordon Bleu and other packaging more than a purely aesthetic choice.

Martell has historically positioned Cognac within the sphere of French art de vivre. This concept encompasses gastronomy, fine dining, craftsmanship, hospitality, fashion, travel, celebration, and sophisticated social occasions.

The House explicitly cites gastronomy, tasting, and craftsmanship as fundamental pillars of its identity.3 Consequently, Martell’s advertising promotes an idea of sophisticated living beyond the liquid itself.

Famous occasions

Throughout its history, Martell has been associated with prominent cultural and historical events. Examples cited by the House include:

• The coronation of King George V
• The maiden voyage of the Queen Mary
• The wedding banquet of Grace Kelly and Prince Rainier of Monaco
• The first Concorde flight
• Appearances in popular culture, including Apocalypse Now1

These associations have helped transform Martell from a French producer into a recognisable global luxury brand.

Martell is no longer an independent family-owned Cognac house. It is part of Pernod Ricard, the French multinational spirits and wine group, which acquired Martell in 2001.2

Although the group owns a vast portfolio of international beverage brands, Martell continues to operate under the identity of Maison Martell, emphasising its historic Cognac heritage.

It is important to distinguish between the brand and the appellation: Martell is a brand/house; Cognac is the protected geographical and product category. All Martell Cognac is Cognac, but not all Cognac is Martell. Production remains centred in Cognac, France, in the Charente region near the Atlantic coast, making the terroir fundamental to the brand.1

As a modern Cognac house, Martell focuses on the environmental future of viticulture. Pernod Ricard reports that Martell’s vineyards and wine-growing partners have engaged in sustainable viticulture initiatives, with the House receiving HVE and VDC certification in 2016.2

Sustainability efforts include:

• Protecting biodiversity
• Improving vineyard practices
• Adapting viticulture to climate change
• Supporting winegrowers
• Preserving Cognac’s terroir for future generations

This focus is critical given that Cognac production depends fundamentally on agriculture.

From a marketing perspective, Martell occupies the premium-to-luxury spirits segment. Its proposition can be summarised as three centuries of French Cognac craftsmanship combined with elegance, audacity, and international sophistication.

The brand’s competitive advantage rests on several assets:

1. Heritage: More than three centuries of history.
2. Authenticity: Genuine production in Cognac, France.
3. Terroir: Strong association with Borderies.
4. Craftsmanship: Expertise in distillation, ageing, and blending.
5. Iconic products: Particularly Cordon Bleu.
6. Visual recognition: Blue colourway, the swift emblem, and distinctive bottle designs.
7. International reputation: Centuries of global export.

If personified, Martell’s character would be elegant (polished rather than flashy), French (connected to art de vivre), audacious (willing to challenge tradition), sophisticated, generous (linked to hospitality), confident, and international. Communications emphasise “audacity”, suggesting that tradition and innovation can coexist.3

Martell belongs to the traditional group of major Cognac houses alongside Hennessy, Rémy Martin, and Courvoisier.

Martell’s most distinctive territory is arguably its combination of Borderies expertise, an elegant fruit-driven style, and over 300 years of history.

Cordon Bleu merits special attention as it effectively became a brand within a brand. Before its creation, Martell was already historic, but the 1912 expression provided an exceptionally recognisable luxury icon.

Its significance stems from four factors:

• Age: Created more than a century ago.
• Recognition: One of the world’s most famous Cognac names.
• Taste: Rich fruit and spice character.
• Symbolism: Strongly associated with luxury, travel, and celebration.

Martell itself refers to it as an international emblem of excellence.1

Today, Martell operates as a global luxury Cognac brand while maintaining its base in Cognac. Its contemporary strategy combines traditional craftsmanship, luxury positioning, modern bottle design, premium hospitality experiences, international marketing, cultural collaborations, sustainability, and new expressions.

The House has thus evolved from an 18th-century trading business into a global luxury spirits brand without abandoning its original Cognac identity.

• 1715: Jean Martell establishes Maison Martell in Cognac.1
• 1753: Jean Martell dies; Rachel Martell takes over the House.1
• 1781: Martell exports to India.1
• 1783: Martell exports to North America.1
• 19th century: International distribution expands across multiple continents.1
• 1912: Martell Cordon Bleu is created by Édouard Martell.1
• 1936: Cordon Bleu is served on the maiden voyage of the Queen Mary.1
• 1977: Martell Cordon Bleu is associated with the first Concorde flight.1
• 2001: Martell becomes part of Pernod Ricard.2
• 2016: Martell’s sustainable viticulture initiatives receive HVE and VDC certification.2
• Today: Martell continues as one of the world’s major prestige Cognac houses.

The essence of Martell can be distilled into several key elements:

• 1715: Its heritage and legitimacy.
• Cognac: Its geographic and cultural identity.
• Borderies: Its distinctive terroir connection.
• Swift: Its symbol of freedom and audacity.
• Blue: Its instantly recognisable visual code.
• Cordon Bleu: Its great historic icon.
• Art de vivre: Its lifestyle philosophy.
• Elegance: Its desired sensory and emotional character.
• Pernod Ricard: Its modern corporate ownership.

1. Maison Martell | Discover the history of the oldest cognac house
2. Martell | Pernod Ricard
3. The House – Martell Pressroom
4. Martell Cognac France XO 1L | Wecommerce by Pernod Ricard