Martell

Martell is a French cognac house established in 1715 by Jean Martell in Cognac, on the banks of the Charente. The company is one of the four major traditional cognac houses, alongside Hennessy, Rémy Martin and Courvoisier, and is generally described as the oldest of that group. Although the supplied country field associates the subject with Belgium, the canonical subject is the French cognac producer Martell, whose historic base, production identity and appellation are tied to the Cognac region of France. Jean Martell was born in Jersey in 1694 and entered the liquor trade before founding his own business at Gatebourse in 1715. From its earliest years, the house developed a distinctive production style based on eaux-de-vie from the Borderies cru and casks made from Tronçais oak. Martell later expanded its sourcing across the Cognac appellation, including Grande Champagne, Petite Champagne and Fins Bois. Its swift emblem, used with the Martell family coat of arms, became a continuing visual identifier for the brand. After Jean Martell died in 1753, the business remained under family direction through his widow, his sons and his grandson. The house built a substantial export trade and was reportedly the most consumed brandy brand in England by 1814. In 1831 it introduced a V.S.O.P. cognac, using an English-language age designation that reflected the importance of international markets. Relations between Martell and the Hennessy family were strengthened by marriages in 1795 and 1865. Although the two businesses remained competitors, their relationship contributed to coordinated industry practices, including the adoption of star grading. This informal alignment ended after the death of Maurice Firino-Martell in 1947. Martell's best-known product is Cordon Bleu, introduced in 1912 at the Hôtel de Paris in Monaco. It became an important premium-cognac benchmark and was associated with major occasions and forms of luxury travel, including the coronation of George V, the maiden voyage of RMS Queen Mary and flights on Concorde. The brand subsequently broadened its portfolio with expressions spanning standard, premium, prestige and ultra-prestige segments. Seagram acquired control of Martell in 1987. During the Seagram period, the brand was reportedly underinvested relative to competitors, and its United States performance weakened during the cognac expansion of the 1990s. When Seagram was dismantled in 2001, Pernod Ricard acquired Martell and subsequently repositioned it through new launches and renewed luxury communication. Important additions included Martell XO in 2005, Création Grand Extra in 2007, L'Or de Jean Martell in 2009 and Chanteloup Perspective in 2011. Martell also joined Comité Colbert in 2006 and renewed support for the Palace of Versailles in 2010. Today, Martell operates as part of Pernod Ricard's Martell Mumm Perrier-Jouët business. Its range includes VSOP, Noblige, Cordon Bleu, XO, Blue Swift, Cohiba and several prestige eaux-de-vie collections. The brand combines French heritage, cru selection, cellar-master expertise, luxury packaging and international cultural marketing. In 2015, it was reported to be producing approximately 14 million bottles annually, making it the world's second-largest cognac producer by volume behind Hennessy at that time.

Martell's history begins in 1715, when Jean Martell established a trading business at Gatebourse in Cognac. Martell was born in Jersey in 1694 and had entered the liquor trade before founding the house. The location on the Charente gave the business access to the commercial infrastructure that supported Cognac's export economy. From the start, Martell used the swift together with the Martell family coat of arms as a mark of identity; variations of that emblem have continued to appear in the brand's visual language. The house developed a production profile associated with eaux-de-vie from the Borderies area and oak from the Tronçais forest. Borderies eaux-de-vie were valued for their smoothness and floral character, while the choice of cask wood became part of Martell's claimed house style. After Jean Martell's death in 1753, his widow and later his sons and grandson maintained the business and expanded its export activity. By 1814, Martell was reported to be the most consumed brandy brand in England, demonstrating the importance of overseas demand to the company's early growth. Martell introduced its first V.S.O.P. cognac in 1831. The use of English terminology for age categories reflected the fact that mature cognac was already being sold primarily through international markets. The company also developed a long, sometimes cooperative relationship with the Hennessy family. A marriage between the two families in 1795, followed by another in 1865, created a strategic connection between two otherwise competing houses. The relationship helped produce coordinated industry conventions, including the use of star classifications. It ended as an effective semi-formal alliance after Maurice Firino-Martell died in 1947. In 1912, Martell introduced Cordon Bleu at the Hôtel de Paris in Monaco. The expression was launched after the phylloxera crisis and became one of the most influential premium cognacs of the twentieth century. It was served at the coronation of George V, appeared on RMS Queen Mary's maiden voyage and was associated with Concorde. Cordon Bleu's longevity made it a central symbol of the Martell house and helped establish the brand's connection with formal hospitality, travel and luxury occasions. Seagram acquired Martell in 1987 for a reported price of roughly $600 million. During the 1990s, while cognac demand grew in the United States and other markets, Martell was described as having received less attention under Seagram than rival houses. Its American sales declined relative to the other major producers. The breakup of Seagram in 2001 transferred Martell to Pernod Ricard, which undertook a repositioning of the brand and expanded its portfolio. Under Pernod Ricard, Martell added Martell XO in 2005, Création Grand Extra in 2007, L'Or de Jean Martell in 2009 and Chanteloup Perspective in 2011. These launches gave the house a broader ladder from premium offerings to rare and prestige expressions. Martell also joined Comité Colbert in 2006, reinforcing its association with French luxury, and renewed its sponsorship of the Palace of Versailles in 2010 after beginning that relationship in 2007. The modern brand sells cognacs made from several Cognac crus, including Borderies, Grande Champagne, Petite Champagne and Fins Bois. Its range includes VSOP, Noblige, Cordon Bleu, XO, Chanteloup, Création, Cohiba, L'Or de Jean Martell and Blue Swift. Martell has also invested in cultural and lifestyle marketing. It sponsored the Grand National from 1992 to 2004 and has targeted African American consumers in the United States, including a 2022 partnership with Janelle Monáe focused on Black mixologists. Martell remains part of Pernod Ricard's Martell Mumm Perrier-Jouët subsidiary and continues to operate as an international cognac brand.

1. 2011Chanteloup Perspective launches

   Martell expanded its ultra-prestige range with Chanteloup Perspective.

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2. 2009L'Or de Jean Martell launches

   The house introduced a prestige cognac named for its founder.

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3. 2007Création Grand Extra launches

   Martell introduced Création Grand Extra in packaging designed by Serge Mansau.

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4. 2006Martell joins Comité Colbert

   The brand joined the French luxury association Comité Colbert.

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5. 2005Martell XO launches

   Pernod Ricard added Martell XO to the house's premium range.

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6. 2001Martell joins Pernod Ricard

   Pernod Ricard acquired Martell during the breakup of Seagram.

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7. 1987Seagram takes control

   The Seagram spirits group acquired control of Martell in a deal reported at approximately $600 million.

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8. 1912Cordon Bleu is introduced

   Martell launched Cordon Bleu at the Hôtel de Paris, creating its most enduring premium expression.

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9. 1831First Martell V.S.O.P. cognac

   The house created its first V.S.O.P. expression, using an English-language maturity designation for export markets.

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10. 1814Martell becomes a leading brandy in England

    Martell was reported to be the most consumed brandy brand in England.

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11. 1753Family succession after Jean Martell's death

    Martell's widow, sons and grandson continued the business and its export development after the founder's death.

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12. 1715Jean Martell establishes the cognac house

    Jean Martell founded a trading business at Gatebourse in Cognac, marking the beginning of Maison Martell.

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A heritage French cognac house positioned across accessible premium, luxury and ultra-prestige segments, emphasizing Borderies-style smoothness, long cellar traditions, French craftsmanship, historic occasions and contemporary cultural connections.

• Martell VSOPVSOP cognac1831

  Martell's V.S.O.P. category traces back to the house's first use of the designation in 1831. The expression sits in the core premium portion of the portfolio and represents the brand's approach to blending eaux-de-vie from the Cognac appellation for a balanced, accessible style.

• Martell Cordon BleuPremium cognac1912

  Introduced in 1912, Cordon Bleu is Martell's signature historic expression. It is widely associated with the development of premium cognac and has been served at prominent royal, maritime and aviation occasions. The product remains one of the house's central luxury offerings.

• Martell NobligePremium cognac

  Noblige is a Martell cognac expression positioned within the house's premium range. Its name and presentation connect the product with the brand's historic luxury vocabulary and formal service occasions.

• Martell XOXO cognac2005

  Martell XO was introduced in 2005 as part of Pernod Ricard's effort to renew and broaden the brand. It occupies the established extra-old segment and gives Martell a widely distributed prestige product above its VSOP offerings.

• Martell Création Grand ExtraPrestige cognac2007

  Création Grand Extra was launched in 2007 as a high-end Martell expression. Its bottle was designed by artist and glass designer Serge Mansau, making packaging and object design an important part of the product's luxury positioning.

• L'Or de Jean MartellUltra-prestige cognac2009

  Introduced in 2009, L'Or de Jean Martell is a prestige expression named after the founder. It extends the brand into the rare-eaux-de-vie and luxury-gifting segment, where provenance, age and presentation are central to the proposition.

• Martell Chanteloup PerspectiveUltra-prestige cognac2011

  Chanteloup Perspective was introduced in 2011 as an ultra-prestige expression and a tribute to the knowledge of Martell's cellar masters and the Domaine de Chanteloup. It represents the house's emphasis on blending expertise and luxury presentation.

• Martell Blue SwiftCognac-based spirit

  Blue Swift is part of Martell's more contemporary range. It extends the brand beyond conventional cognac presentation and supports modern serves and cocktail-oriented occasions while retaining the Martell identity.

• Martell CohibaPrestige cognac

  Martell Cohiba is a prestige cognac expression included in the house's luxury portfolio. It is associated with the upper end of Martell's product architecture and with premium gifting and connoisseur consumption.

• 2022Janelle Monáe Black mixologists campaign

  United States

  Martell collaborated with Janelle Monáe on a campaign celebrating Black mixologists and their role in shaping cocktail culture.

  Outcome. The campaign strengthened Martell's cultural marketing directed toward Black American consumers.

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• 2007Palace of Versailles partnership

  France · International luxury audience

  Martell began supporting the Palace of Versailles in 2007, using heritage and cultural preservation to reinforce its French luxury positioning.

  Outcome. The relationship was renewed in 2010 with support for restoration work.

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• 1992Grand National sponsorship

  United Kingdom

  Martell sponsored the Grand National horse race from 1992 through 2004, linking the brand with one of the United Kingdom's best-known racing events.

  Outcome. The sponsorship ended in 2004.

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• 2011Launch of Chanteloup PerspectiveProduct launch

  Martell was extending its portfolio toward the ultra-prestige end of the cognac market.

  What changed. The house launched Chanteloup Perspective as a tribute to cellar-master expertise and the Domaine de Chanteloup.

  Aftermath. The expression reinforced Martell's luxury and craftsmanship narrative.

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• 2005Launch of Martell XOProduct launch

  Pernod Ricard sought to renew Martell and provide a stronger presence across premium cognac segments.

  What changed. The company introduced Martell XO.

  Aftermath. XO became part of the house's established premium and luxury range.

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• 2001Acquisition by Pernod RicardM&A

  The breakup of Seagram created an opportunity for Pernod Ricard to add Martell to its wines and spirits portfolio.

  What changed. Pernod Ricard acquired Martell and placed it within its Martell Mumm Perrier-Jouët business.

  Aftermath. Pernod Ricard repositioned the brand and expanded its premium and prestige product architecture.

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• 1987Sale to SeagramM&A

  Martell was a major cognac house when Seagram expanded its international spirits holdings.

  What changed. Seagram acquired control of Martell in a transaction reported at approximately $600 million.

  Aftermath. The brand later experienced relative weakness in the United States during the 1990s before changing ownership again.

  Reported acquisition value. $600 million (1987)

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• 2025Pernod Ricard reports pressure in China, particularly for Martell

  Pernod Ricard leadership described weaker Chinese demand and said Martell remained a very large part of Pernod Ricard China’s business while the group sought to diversify its brand portfolio and adapt channels and marketing.

  Other
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• 2024China announces provisional finding in EU brandy anti-dumping investigation

  China’s Ministry of Commerce announced a preliminary finding that certain brandy imported from the European Union was dumped and harmed or threatened domestic industry. Martell was identified among the sampled companies, with a reported provisional dumping margin of 30.6%.

  RegulationPricing
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• 2024Imported brandy availability diverges between offline and online channels in China

  A market report described Martell and other imported brandies as widely present in physical retail while some third-party cross-border online listings were removed or became less price-competitive following temporary trade measures.

  RegulationPricing
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• 2022Martell partners with Janelle Monáe on a campaign for Black mixologists

  Martell worked with Janelle Monáe on a campaign celebrating Black mixologists and their contribution to cocktail culture.

  Campaign
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• 2011Martell introduces Chanteloup Perspective

  Chanteloup Perspective was launched as an ultra-prestige expression and as a tribute to the work of Martell's cellar masters and the Domaine de Chanteloup.

  Product launch
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• 2010Martell renews Palace of Versailles sponsorship

  Martell renewed its relationship with the Palace of Versailles, supporting restoration work including the Queen's antechamber.

  Campaign
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• 2009Martell launches L'Or de Jean Martell

  L'Or de Jean Martell expanded the brand's range into a high-end prestige expression named for its founder.

  Product launch
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• 2007Martell introduces Création Grand Extra

  The house added Création Grand Extra, presented in a bottle designed by artist and glass designer Serge Mansau.

  Product launch
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• 2006Martell joins Comité Colbert

  Martell joined Comité Colbert, an association that promotes French luxury houses and their international cultural and commercial influence.

  Other
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• 2005Martell launches XO

  Pernod Ricard introduced Martell XO as part of a broader effort to refresh and extend the house's premium and luxury portfolio.

  Product launchProduct generation
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• 2001Pernod Ricard acquires Martell after Seagram breakup

  Following the dismantling of Seagram, Martell became part of Pernod Ricard and was subsequently managed within the group's French wines and spirits portfolio.

  M&A
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• 1987Seagram acquires control of Martell

  Seagram took control of Martell in a transaction reported at approximately $600 million, bringing the cognac house into the Canadian spirits group's portfolio.

  M&A
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1. Martell (cognac)
2. Pernod Ricard reports pressure in China, particularly for Martell
3. China announces provisional finding in EU brandy anti-dumping investigation
4. Imported brandy availability diverges between offline and online channels in China