Brand innovation
Innovation is an accelerator for success. From new categories and formats to new moments and experiences, innovation drives our business forward, opening up new opportunities to meet consumers at their preferred moments of consumption, with their drink of choice.
Martell’s visionary approach to cognac-making
Martell, one of the Group’s emblematic Strategic International Brands, has explored a new way to express the authentic essence of the Cognac region terroir by introducing its new Single Cru range in August 2023. Representing an important landmark in Martell’s 300-year history, for the first time each cognac in the collection has been crafted with eaux-de-vie sourced from a single soil type (cru).
Cellar Master Christophe Valtaud selected only those eaux-de-vie which give the most precise and most authentic expression of each terroir - a process so rigorous that he retains fewer than 400 of the 11,000 eaux-de-vie available to him in the Martell reserves. Four crus were selected, each with its own unique exposure, soil type and grape quality. While more commonly seen in champagnes and wines, single cru cognac is an innovative approach to a spirit that usually uses eaux-de-vie from a mix of different soils.
This creative vision is guided by the transmission of know-how between cellar masters and the many other guardians of the cognac’s savoir-faire: wine growers, distillers, coopers, blenders… all artisans following Jean Martell’s vision: “Only the best, nothing more”.
The collection, which features three editions of ascending rarity - Discovery, Aged and Vintage - testifies to the vitality of the Group’s innovation in the Prestige segment, where Pernod Ricard has been a global leader for more than 10 years.