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Martell Launches Provocative New Bottle

Legendary Cognac house Martell has launched its VS Single Distillery expression, with a brand new approach to packaging that looks to redefine industry standards.

Inspired by Martell’s heritage of craftsmanship, the bottle of Martell VS Single Distillery is modeled on a “montre” – the traditional sampling bottles used for Cognac.

Indeed, by innovating in the modern day, Martell have looked to their past for inspiration.

Martell VS Single Distillery is thus a pure expression of the authentic Martell style.

According to the brand: “Proudly bearing the iconic Martell swift emblem on the bottle, its simple yet elegant design is complemented by an artisanal look cap with a visible cork and a beige color paper ribbon, stamped with Martell seal.”

“The bottle’s textured white label with discreet gold edges is printed with the arms of the House and the signature of its founder, Jean Martell. From its rich taste to its refined design, Martell VS Single Distillery is thus a pure expression of the authentic Martell style.”

The brain-child of agency Nude Brand Creation, the ambitious packaging looks to the craft drinks sector for inspiration.

“Within the Cognac category, there were very few brands talking about their product story,” says Mike Parsonson, a partner at Nude Brand Creation.

“Today’s consumers are interested in brands with a compelling back story. So, we knew dialing up this aspect of the story would resonate with them. We took some inspiration from the craft drinks sector but gave it a modern twist by adding drama and vibrancy into the design.

Martell

“At the same time, we communicated the single distillation process in an easy to understand way.”

Over the course of its 300-year history, the House of Martell has fostered a spirit of curiosity that has resulted in what is a brave new Cognac.

Offering an in-depth experience of the unique Martell distillation style, VS Single Distillery is blended from Eaux-de-vie derived from a single distillation source.

With very similar taste characteristics, this Eaux-de-vie unites to create what is an even richer Cognac.

According to Martell: “Alone among the great Cognac houses, Martell double distills exclusively clear wines – from which all sediments have been removed – in order to preserve the authentic fruity aromas of the grapes.”

This choice of quality over quantity produces the fine, luscious Cognacs that are the hallmark of the Martell style.

A deep golden color, Martell VS Single Distillery possesses intense notes of plum, apricot, and candied lemon. The brand maintains that with this smooth blend, the fruity flavors already associated with Martell will be kicked up yet another notch.

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Founded by Jean Martell in 1715 at the height of French art de Vivrevivre, Martell is the oldest of all Cognac houses. With origins in a time when gastronomy, taste, and craftsmanship were celebrated and enjoyed as a key part of life, these three concepts became the foundations upon which the entire brand has been built.

Obtaining impeccable levels of flavor through the double distillation of clear wines and aging in fine-grained oak casks, for 300 years Martell has produced, exported and marketed spirits that command global respect for their unbeatable taste and panache.

Martell VS Single Distillery is now available in the US and the UK, with a worldwide slated for September.

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Written by James Connolly

James Connolly is an established freelance writer from the UK. Having worked for a variety of titles across the globe, his work touches upon travel, food, politics, and more, reflecting a deep-seated curiosity towards people, places, and their respective cultures.

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