Martell

What Martell does

Martell (legal entity Martell & Co), founded in 1715 by Jean Martell in Cognac, France, is the oldest of the great cognac houses and operates as the wholly-owned cognac subsidiary of Pernod Ricard. The company produces and markets a tiered cognac portfolio spanning entry-level VS through ultra-premium L'Or de Jean Martell numbered Baccarat crystal decanters, organized across Signature, Limited Editions, Exceptional, and Unique Creations collections, with Maison Martell and Château de Chanteloup as the operational and heritage anchors.

The business is built on proprietary production technology: Martell is the only major cognac house to distill exclusively clear wines (lee-free), with all eaux-de-vie aged in fine-grained oak barrels selected from French forests; the company has also co-developed low-carbon distillation technology with the Chalvignac Group (85% greenhouse gas abatement, >50% energy reduction in trials) and supported the world's first 100% electric glass furnace via Verallia. Recent innovation includes an ultra-thin flat glass prototype bottle developed with Vitalink Technology Co. and regenerative viticulture rolled out across 100% of Martell's vineyard.

Revenue is generated through four streams: premium cognac bottle sales across owned e-commerce in 10+ countries, an authorized retailer store-locator network, travel-retail and duty-free (Dubai, Singapore), and Pernod Ricard global wholesale; paid experiential tourism at the Cognac site and Château de Chanteloup (€25–€290 per person); limited numbered Baccarat crystal decanters sold to ultra-high-net-worth collectors (500–1,000 units per release); and digital engagement via the AI-powered Martell Virtual Bartender and 35+ cocktail recipes. The customer base spans luxury cognac connoisseurs, ultra-premium decanter collectors, Afrobeats and Asian festival gifting consumers, home cocktail enthusiasts, and cognac tourism visitors, distributed across 15+ countries.

Name

Martell

Legal name

Martell & Co

Website

https://martell.com

Company type

Private

Founded year

1715

Operating status

Operating

Headcount range

101–250 employees

Short description

Martell is Pernod Ricard's 310-year-old cognac house, producing tiered VS-to-L'Or premium cognac for global luxury consumers, ultra-premium decanter collectors, and festival-gifting markets across 15+ countries via owned e-commerce, travel retail, and on-site Cognac tourism experiences.

Ownership category

akta.pro rank

Product category

Premium Cognac / Luxury Spirits

NAICS

Beer, Wine, and Distilled Alcoholic Beverage Merchant Wholesalers (4248), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (424820)

SIC

Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180), Beverages (2080)

akta.pro primary industry

Wine & Sparkling Wine Wineries & Brands (CRADAIAB)

akta.pro secondary industry

Bulk Food Buying Clubs & Cooperative Bulk Programs (CRAHAMAM)

Keywords

• Premium cognac production
• Luxury spirits portfolio
• Cognac distillery tours
• Cocktail recipe platform
• Limited edition brandy

Headquarters

HQ city

Cognac

HQ country

France

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Technology or R&D, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Premium cognac bottle sales: Primary revenue stream from sales of Martell's signature, limited-edition, exceptional, and unique-creation cognacs through owned e-commerce, on-trade, off-trade, and travel-retail channels. Includes tiered range from entry VS to ultra-premium L'Or de Jean Martell decanters.
2. Distillery visit and tasting experiences: Paid experiential tourism at Château de Chanteloup including Martell Discovery (€25/person), Martell Savoir-faire (€75/person), Martell Heritage (€290/person), Martell by night (€40/person), and Martell à Gallienne (€45-60/person), plus exclusive Atelier 1715 and Indigo Rooftop Bar experiences.
3. Ultra-premium collector decanters: Limited numbered releases of exceptional cognacs such as L'Or de Jean Martell – Réserve du Château Chanteloup (1,000 individually numbered Baccarat decanters) and L'Or Zodiac – Assemblage du Cheval (500 individually numbered Baccarat decanters) sold to collectors and connoisseurs.

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels9 records

Core offering

Maison Martell produces, blends, ages and sells a tiered range of cognacs under the Martell brand — from VS through ultra-premium L'Or de Jean Martell in hand-crafted Baccarat crystal decanters — sold through owned e-commerce, on-site boutique, authorized retailers, travel retail, and Pernod Ricard's global distribution network. Beyond bottles, Martell sells paid distillery visit and tasting experiences at Château de Chanteloup in Cognac (€25–€290 per person) and operates an AI-driven Virtual Bartender digital cocktail-recommendation experience.

Product overview

Martell, founded in 1715 and the oldest of the great cognac houses (part of Pernod Ricard), operates a tiered, multi-collection product portfolio built around a unified Maison brand. The Signature Cognacs tier includes the flagship VS, VSOP, Blue Swift, Noblige (with Flame and Noir variants), Cordon Bleu (with Cordon Bleu Extra), XO, Cohiba, and the Martell Single Cru collection (Fins Bois, Borderies, Petite Champagne, XO Grande Champagne, XXO Borderies, plus the Single Cru Borderies 1999 Vintage Edition). The Limited Editions tier includes the Year of the Horse 2026 collection (VS, VSOP, Noblige, Cordon Bleu, and XO limited editions designed by Chinese artist He Datian), VS and Blue Swift 2026 gift sets, and the L'Or de Jean Martell Zodiac Edition - Assemblage du Cheval. The Exceptional Cognacs tier houses L'Or de Jean Martell and L'Or de Jean Martell – Réserve du Château Chanteloup (collaboration with Baccarat), plus prior Zodiac editions (Serpent, Dragon, Lapin, Tigre). The Unique Creations tier features Les Remarquables de Martell - Edition Laurentine Perilhou and the Les Fûts Uniques de Martell single-barrel collection (Borderies 27 YO at 43°, Grande Champagne 30 YO at 48°, and Grande Champagne 32 YO at both 43° and 46°). Beyond spirits, Martell offers the AI-powered Martell Virtual Bartender digital cocktail-recommendation experience, on-site tourism/experiences at Château de Chanteloup, and a high-end hospitality program (Signature Martell par Alexandre Mazzia, Au coeur de Martell, Grand Voyage Martell), as well as the Martell x Afrobeats cultural program.

Differentiator

Problem solved

Functional benefit

Brands

• Martell VS: Very Special cognac, the entry-level expression of the Martell range, distilled from clear wines.
• Martell VSOP
• Martell Blue Swift
• Martell Noblige
• Martell Cordon Bleu
• Martell XO
• Martell Chanteloup XXO
• L'Or de Jean Martell
• Martell x Afrobeats

Products and services

• Martell VS
• Martell VSOP
• Martell Blue Swift
• Martell Noblige
• Martell Noblige Flame
• Martell Noblige Noir
• Martell Cordon Bleu
• Martell Cordon Bleu Extra
• Martell XO
• Martell Chanteloup XXO
• Martell Cohiba
• Martell Single Cru Fins Bois
• Martell Single Cru Borderies
• Martell Single Cru Petite Champagne
• Martell Single Cru XO Grande Champagne
• Martell Single Cru XXO Borderies
• Martell Single Cru Borderies 1999 (Vintage Edition)
• L'Or de Jean Martell
• L'Or de Jean Martell - Réserve du Château Chanteloup
• L'Or de Jean Martell Zodiac Edition - Assemblage du Cheval
• L'Or de Jean Martell Zodiac Edition - Assemblage du Serpent
• L'Or de Jean Martell Zodiac Edition - Assemblage du Dragon
• L'Or de Jean Martell Zodiac Edition - Assemblage du Lapin
• L'Or de Jean Martell Zodiac Edition - Assemblage du Tigre
• Les Remarquables de Martell - Edition Laurentine Perilhou
• Les Fûts Uniques de Martell - Borderies 27 Years Old (43°)
• Les Fûts Uniques de Martell - Grande Champagne 30 Years Old (48°)
• Les Fûts Uniques de Martell - Grande Champagne 32 Years Old (43°)
• Les Fûts Uniques de Martell - Grande Champagne 32 Years Old (46°)
• Martell VSOP Limited Edition 2026 (Year of the Horse)
• Martell Noblige Limited Edition 2026 (Year of the Horse)
• Martell Cordon Bleu Limited Edition 2026 (Year of the Horse)
• Martell XO Limited Edition 2026 (Year of the Horse)
• Martell VS Limited Edition 2026 Discovery Set
• Martell Blue Swift Limited Edition 2026 Gift Set
• Martell Virtual Bartender
• Martell Cognac Visitor Experiences

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature7 records

Partnerships

13 partnerships are on record, tiered flagship, core and minor.

• Pernod RicardflagshipStrategic or Co-development PartnerMaison Martell is the cognac house under Pernod Ricard, benefiting from the group's worldwide distribution, sustainability commitments, and SBTi-validated 2030 and 2050 decarbonization trajectory aligned with a 1.5°C pathway. Pernod Ricard is referenced as the corporate parent throughout Martell's communications and website.
• Vitalink Technology Co.flagshipStrategic or Co-development PartnerVitalink Technology Co. co-developed with Martell an innovative 'glass origami' folding and laser-welding technique for an ultra-thin flat glass luxury cognac bottle prototype, as thin as 0.7 mm, achieving superior strength-to-weight ratio, enhanced clarity, and previously unattainable precision angles.
• Chalvignac GroupcoreTechnology or IntegrationMaison Martell partnered with the Chalvignac Group to develop a sober and low-carbon distillation technology for the entire Cognac AOC sector, replacing fossil fuels with a low-carbon energy carrier and installing an efficient energy recovery system. Trials over three years achieved 85% greenhouse gas abatement and >50% energy reduction.
• Office National des Forêts (ONF)coreStrategic or Co-development PartnerIn 2014, Martell partnered with the Office National des Forêts to protect and give back to the French oak forest resource used to age its eaux-de-vie; in 2024 Martell celebrated the 10th anniversary of this partnership.
• VeralliacoreStrategic or Co-development PartnerMartell supports the decarbonization of its glass bottle suppliers, including Verallia, which inaugurated in Cognac the world's first 100% electric glass furnace in September 2024, allowing for a 60% reduction in greenhouse gas emissions vs traditional glass furnaces.
• SAF FranceminorStrategic or Co-development PartnerAfter three years of collaboration, Martell and SAF France renewed their commitment in 2025 to continue the fight against Fetal Alcohol Syndrome (FAS), including an annual fundraiser and a summer awareness campaign on Martell's rooftop in Cognac.
• BaccaratflagshipOEM/ Whitelabel/ Licensing PartnerMaison Martell created in collaboration with Baccarat the crystal decanters for the L'Or de Jean Martell collection, including L'Or Réserve du Château Chanteloup (19-carat gold-adorned decanter, limited to 1,000 units) and the Zodiac Cheval edition (mouth-blown crystal covered in 19-carat gold with red crystal horse-head stopper, 500 units).
• OkayAfricacoreGTM or Marketing PartnerMartell partners with OkayAfrica on the multi-season 'Afrobeats Intelligence' editorial series (now in Season 5) and the Martell x Afrobeats movement connecting emerging voices in African music culture globally.
• Alexandre MazziacoreStrategic or Co-development PartnerMichelin-starred chef Alexandre Mazzia partners with Maison Martell for the 'Signature Martell par Alexandre Mazzia' experience at Château de Chanteloup.
• He Datian (Chinese artist)coreGTM or Marketing PartnerChinese artist He Datian was commissioned by Maison Martell to design the 2026 Year of the Horse limited editions for Martell VSOP, Noblige, Cordon Bleu, XO, and L'Or de Jean Martell Zodiac – Assemblage du Cheval. His finely detailed drawings of horses give each limited edition a sophisticated, hand-crafted quality.
• Rémy SavageminorGTM or Marketing PartnerRenowned mixologist Rémy Savage collaborates with Martell for Summer Rooftop Workshops at Indigo Bar by Martell.
• Christophe Valtaud (Cellar Master)coreStrategic or Co-development PartnerChristophe Valtaud is Maison Martell's Cellar Master who perpetuates the savoir-faire of nine generations and is the named creator/blender of Martell Chanteloup XXO, Single Cru XO Grande Champagne, Single Cru XXO Borderies, Noblige Noir, and Single Cru Borderies 1999.
• MFR (Maison Familiale Rurale) of Triac-LautraitminorImplementation/ SI/ Consulting PartnerSince 2019, Maison Martell has supported a qualification training program for vineyard professions in partnership with the MFR of Triac-Lautrait and its viticulture partners, to ensure longevity of local know-how and promote vineyard professions.

Scale indicators12 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Hennessy: The largest cognac house globally and Martell's most direct competitor, also founded in Cognac, France. Operates a tiered VS/VSOP/XO range with comparable ultra-premium offerings, overlapping on-trade and travel-retail channels, and competing head-to-head in Asian gifting and global travel retail.
• Rémy Martin: A flagship cognac house of Rémy Cointreau, headquartered in Cognac. Directly comparable on product tiering (VSOP, 1738 Accord Royal, XO, Louis XIII), limited-edition collector bottlings, and global travel-retail/Asian gifting distribution — Martell's closest tier-one competitor.
• Courvoisier: Historic Cognac house (founded 1809), now part of Beam Suntory, with a comparable VS/VSOP/XO range and travel-retail presence. Competes directly with Martell in mid-tier and premium cognac across on-trade, off-trade and duty-free channels globally.
• Hine Cognac: A historic premium and vintage-focused Cognac house, owned by Beam Suntory. Competes with Martell's Single Cru and vintage tiers (e.g., Single Cru Borderies 1999) in the fine-spirits and connoisseur collector segment.
• Camus Cognac: Family-owned Cognac house (Camus family, fifth generation) operating a comparable VSOP/XO/Extra tier and a strong Asia-Pacific presence. Directly competes with Martell in mid-premium cognac, particularly in Chinese and Southeast Asian markets.
• Delamain: A boutique premium Cognac house specializing in very old, ultra-premium expressions (Pale & Dry, Vesper, Extra). Directly comparable to Martell's L'Or de Jean Martell and Single Cru tiers in the connoisseur/collector segment.
• Hardy Cognac: Historic Cognac house (founded 1863) with a broad VS–XO range and a strong presence in travel retail and emerging markets. Directly competes with Martell in mid-tier cognac across duty-free and Asian gifting.

Broad incumbents

• Rémy Cointreau: Parent company of Rémy Martin and other premium spirits (Cointreau, LOUIS XIII, Mount Gay, etc.). Competes with Pernod Ricard's spirits portfolio (including Martell) at the group level across multiple spirits categories globally.
• Moët Hennessy (LVMH): LVMH's wines and spirits division that houses Hennessy, Moët & Chandon, Veuve Clicquot, Glenmorangie and others. The single largest direct competitor to Martell within the Pernod Ricard portfolio given Hennessy's scale and LVMH's distribution depth.
• Diageo: Global premium spirits group with cognac-adjacent brands (including former Courvoisier ownership) and broader exposure to luxury/ultra-premium spirits. Competes with Martell via distribution scale, on-trade presence, and luxury gifting channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/martell
• YouTubeyoutube.com/user/Martell
• Facebookfacebook.com/martell
• Instagraminstagram.com/martellofficial

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Martell