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Martell dates back to 1715 and is considered the oldest among the “Big Four” cognac houses. Martel’s reputation both in France and outside the country is based on a rich heritage, as well as the accumulated experience and creativity that allow you to create premium quality cognacs. Martell annually produces about 1,5 million 9-liter cases of cognac, the company’s products are exported to more than 100 countries around the world.
Historical reference. The word “martelle” literally translates from French as “hammer”, and this is reflected in the coat of arms of the company – the heraldic shield depicts three hammers and the year the company was founded.
Martell labels are decorated with a flying swallow – according to legend, it was this bird that brought the young Jean Martel to the city of Cognac, where he created his own business. Six years later, the plant has already delivered more than 200 liters of cognac – first to the historical homeland of the founder of the brand, to Britain, and then to other European countries.
After the untimely death of Martel, the management of the House passed to his widow Rachel, who managed to multiply the success of the enterprise, and by the time she handed over the business to her grown sons, the company was steadily increasing production, developing new markets, acquiring the Gatebourse estate and the best vineyards in the Borderie sub-region.
At the end of the 40th century, Martel began to conquer the New World, delivering the first batch of his drink to America. However, Great Britain remained the most important export market for the brand, and by the end of the 1868th century Martell controlled about XNUMX% of all sales in this country. By XNUMX, the company began deliveries to China and Hong Kong, today the Asian direction is one of the most important in the company’s long-term strategy.
In the 80s of the last century, the company was acquired by the international concern Seagram. In 2002, the brand managed to regain “French citizenship”: the cognac house became part of Martell Mumm Perrier-Jouët, a subsidiary of the national holding Pernod-Ricard.
Awards
Products have been awarded many prizes and medals at international competitions and exhibitions:
World Spirits Competition in San Francisco:
- 2006 – 2 Double Gold and 2 Silver medals (Martell XO, Martell Cordon Bleu);
- 2008 – Double gold and gold medals (Martell Creation Vintage, Martell XO);
- 2009 – Silver medal (Martell Cordon Bleu)
- 2011 – Double gold and gold medals (Martell XO, Martell Cordon Bleu);
- 2012 – Double gold and gold medals (Martell Cordon Bleu, Martell XO);
- 2012 – Double gold and 2 silver medals (Martell Cordon Bleu, Martell VSOP, Martell XO).
International Wine & Spirit Competition:
- 2013 and 2016 – 2 Silver medals (Martell Cordon Bleu, Martell XO).
Cognac Masters:
- 2017 – Gold and 2 Silver medals (Martell XO, Martell VS, Martell Cordon Bleu).
Interesting Facts
- Asia provides up to 80% of Martel’s profit. The business card of company representative Bertrand Guinoiseau has an inscription in English on one side, and in Chinese on the back.
- In 2015, Martell chose actress and model Diane Kruger as its Ambassador, organizing a photo shoot with her participation at the Palace of Versailles.
- Unlike other cognac houses, Martel does not attract rappers and hip-hopers to participate in advertising campaigns. The brand strives to be associated with art, haute French cuisine, intellectual bohemia and prefers to sponsor competitions for young opera singers, the French Cinema Today festival, and gastronomic initiatives in different countries.
- The company invites well-known architects to develop new designs. For example, the amber-clear case for the Exclusive Architect Edition is the work of Pritzker Prize winner Christian de Portzampac. The Maison’s collaboration with renowned decorator André Putman resulted in an exquisite crystal snifter glass.
Types of cognacs Martel
Martell Cordon Bleu, 40%
The legendary cognac, which the company considers its best creation, was created in 1912. The name was given in honor of the British Order of the Garter, which was worn on a blue moire ribbon. Representatives of many monarchical houses, well-known political and cultural figures paid tribute to the drink.
A bouquet with predominant tones of violet, iris, cocoa beans, the drink owes to grapes from the Borderie sub-region. Alcohols from Feng Bua give the taste roundness, oiliness, pleasant aromas of berries and fruits.
Martell VS, 40%
Classic three-star cognac, for the production of which alcohols obtained from Ugni Blanc grapes are used. The fragrance palette includes vanilla, citruses, honeysuckle, nutty and oak notes.
A balanced sweetish-fruity taste makes you feel the shades of dried apricots, chocolate, cane sugar, cardamom. The manufacturer recommends drinking this cognac in its pure form or including it in cocktails.
Martell VSOP Medallion, 40%
Released for the 160th anniversary of the founding of the company. The medallion depicts the profile of Louis XIV, as a reminder of the year the cognac house was founded. The average age of the alcohols included in the assemblage is 6 years.
The drink is distinguished by pronounced nutty and oak aromas. The same bouquet prevails in taste, leading tones stand out in it: oak, tannins, caramelized plum, light nutty bitterness. The finish shows milk chocolate and dried fruits. Can be consumed as a digestif at room temperature or over ice.
Martell First Blend, 40%
In 2015, on the occasion of its 300th anniversary, the brand released a limited edition, which is a reissue of the legendary Martell Cordon Bleu. Based on the Maison’s archival materials, blend master Benoit Phil recreated the recipe as close as possible to the original. The master used 8 vintage spirits for blending, reflecting all the richness of the tastes of the Charente terroirs.
The drink is characterized by a bright bouquet with notes of apples, figs and candied plums. It is worth shaking the cognac a little in a glass, as the tones of mandarin, custard and spices will be revealed.
Martell First Trip, 40%
An interesting anniversary novelty, for which the master blender Benoit Fil did a real study. Benois studied the correspondence of Jean Martel, restored the list of his main suppliers from 1735 to 1742, found the necessary vineyards and the descendants of those with whom the House collaborated at the dawn of its existence. The composition of the new blend included spirits from these farms: seventeen from Grand Champagne and one from the Borderies.
The bouquet is characterized by ginger-honey notes, candied fruits and currants on the palate. A laconic bottle with a recognizable silhouette is enclosed in a stylish design made of steel arches, the author of which is the world-famous French artist Bernard Venet. A total of 300 numbered bottles were produced.
Martell XO, 40%
The elite assemblage was created on the basis of spirits from the sub-regions of Grand Champagne and Borderies, the minimum age of the drinks included in the blend is 10 years, the maximum is 45 years. Combines spicy and woody aromas with a true French enanth tone. Rich and deep taste is characterized by hints of plums, dried apricots, raisins, almonds. Figs, marshmallow, spicy spices and wild blackberries are felt in the long finish.
The arched decanter bears the hallmark of the brand’s sophisticated style. It is good to drink neat or as Fine a l’Eau – with the addition of a small amount of water.
Martell Noble, 40%
The name is a reference to the old French saying “noblesse oblige”, which literally translates as “noble birth obliges”. Noblige occupies a niche between VSOP and XO. The blend uses mainly rare spirits from the Borderies, aged in barrels of Tronsey oak.
The drink has a recognizable bouquet – caramelized cherries, wildflowers, dried fruits and spices in the background. The taste is nutty-chocolate with pronounced hints of honeycombs and Christmas cake. In a smooth aftertaste notes of plum, molasses and lemon zest sound.
Martell Cohiba, 40%
The drink of the highest quality was created by order of the Habanos cigar house especially for true connoisseurs. A bright aroma with a predominance of iris and linden flowers indicates the origin of spirits from the Grand Champagne region and their age – 40-55 years. The balanced taste is reminiscent of candied fruit, honey cake and roasted coffee beans. Will make a wonderful duet with a Cuban cigar.
Jean Martell’s Gold, 42%
Released in 1992, the cognac is bottled in crystal carafes with hand-painted side faces and cork covered with 24 carat gold. The drink, whose name translates as “Jean Martel’s gold”, fully corresponds to the declared quality level: it took about 400 rare spirits to create it, some of which have reached a hundred years of age and were extracted from the Paradise storage.
Cognac has a multifaceted aromatic palette with nuances of prunes, candied orange, hazelnut, cumin. The taste is enveloping and deep, with all the notes found in the bouquet, with the addition of rancio and honey.
Martell Creation Grand Extra, 40%
Extra-class cognac, created from 50-60-year-old spirits. It got its fruity aroma from the spirits of Borderies, and owes its rich nutty tones to the vineyards of Grand Champagne.
The range of flavors is revealed gradually: shades of dried fruits, apricot, white chocolate and gingerbread play the first violin. They are set off by notes of mocha coffee, cedar wood, orange jam. The bottle in the form of a graceful arch is decorated with a silver cork with a gold monogram “M”.
