Martell’s Bold Move into the Cocktail Scene
This summer, American consumers will be introduced to the phrase “Make It With Martell,” marking the cognac brand’s innovative strategy aimed at encouraging drinkers to swap traditional spirits in their favorite cocktails for Martell cognac. This initiative underlines the brand’s commitment to re-establish its presence in the cocktail domain, targeting a younger demographic and cocktail enthusiasts alike.
Rémy Savage: Leading the Mixology Revolution
At the forefront of this campaign is renowned mixologist Rémy Savage, celebrated for his creative contributions and multiple bar projects, including the esteemed A Bar with Shapes for a Name in East London. Under Savage’s guidance, a series of unique cocktails have been crafted to challenge and redefine familiar drinks. Classics such as Negronis, Margaritas, Mint Juleps, and Mojitos will be reimagined with the distinct flavor of Martell.
A Historic Reopening: L’Indigo Bar in Cognac
On June 5, coinciding with World Cocktail Day, L’Indigo Bar in Cognac, France, was reopened by Savage alongside Martell’s Global Marketing Director, Sébastien Borda. This event signified the beginning of Savage’s summer residency at this rooftop venue, known for its breathtaking 360-degree views of Cognac. The opening not only celebrated the artistry of mixology but also initiated the global rollout of the “Make It With Martell” campaign.
The U.S. as a Launch Pad for Change
The campaign kicks off in the United States, a strategic choice given that it is the largest cognac market by volume. A series of cocktail programs are set to unfold across various bars, hotels, and hospitality venues in major urban centers. This initiative is part of a broader, ongoing strategy aimed at positioning Martell as a premier choice for cocktail enthusiasts, inherently invigorating the cognac category as a whole.
Reviving Cognac’s Cocktail Heritage
Martell’s approach to encourage the use of cognac in cocktails seeks to revive its historical significance. Cognac was once a favored spirit for mixing drinks, enjoying popularity in various classic concoctions as evident from the 1930s book 100 Famous Cocktails, which presented numerous recipes featuring cognac. By repositioning cognac in today’s cocktail culture, Martell aims to rekindle interest in its traditional roots.
A Legacy of Excellence: Maison Martell
Established in 1715, Maison Martell stands as the oldest among the four major cognac houses, including Courvoisier, Hennessy, and Rémy Martin. As such, it is positioned uniquely to take a leadership role in reviving cognac’s stature in the modern cocktail landscape. In a recent interview, Sébastien Borda emphasized this pivotal campaign, stating the need to expand Martell’s influence in regions like the U.S. and Africa, especially as the Asian market faces challenges.
Strategic Insights from Pernod Ricard
The decision to launch “Make It With Martell” in the U.S. reflects the parent company, Pernod Ricard’s, belief in the market’s potential for growth. CEO Conor McQuaid noted that while consumers are making more cautious choices, the spirits category continues to capture a growing share from beer and wine. In 2024, spirits accounted for 42% of beverage alcohol in value compared to 35% just a decade earlier, signaling a promising trend for cognac.
Shifting Cocktail Culture
During a time when cocktail culture is booming, particularly with the rise of ready-to-drink cocktails (RTDs) and cordials, there exists a significant opportunity for Martell to capitalize on this trend. Borda confirmed that while the cognac category has historically stagnated in the on-premise segment, Martell seeks to be a catalyst for a more vibrant bourbon scene that includes cognac. This initiative, alongside collaborations with leading mixologists, underscores the brand’s commitment to innovation.
Addressing Sales Challenges in the Cognac Market
Despite its ambitious strategies, the cognac market faces considerable challenges. Recently, Pernod Ricard reported a 4% decline in cognac sales within its portfolio, largely attributed to poor performance from Martell and Royal Salute whisky, despite overall positive trends for other brands like Jameson and Chivas Regal. Similarly, rivals like LVMH reported a 17% decline and Rémy Cointreau tallied a staggering 33% drop in cognac sales during the same period. The ongoing uncertainty regarding tariffs has further complicated the landscape.
Martell’s Distinctive Mixology Appeal
Martell’s strategy hinges on the belief that its distinct production methods, especially through the distillation of clear wines, make it ideally suited for cocktails. Borda emphasized the versatility of Martell across various occasions, aiming to showcase cognac’s capabilities in crafting delicious and well-balanced cocktails. By shifting public perception, Martell hopes to draw in new consumers who might have seen cognac as reserved for more formal settings.
Experimentation with Cognac: A New Frontier
The cocktail scene in the U.S. is rich with opportunity for experimentation, and Martell seeks to bring a fresh perspective to this vibrant landscape. Borda’s vision is centered around introducing surprising flavors that challenge traditional cocktail norms. This innovative approach is rooted in Savage’s prior experiences where he discovered the versatility of cognac, describing it as a “generous dance partner” in cocktails due to its complex wood and aroma characteristics.
Democratizing Cognac
Through the campaign’s efforts, Martell aims to democratize cognac, making it accessible and appealing to a broader audience. Borda is confident that collaborations with top mixologists will result in unique presentations of cognac cocktails that cater to varying consumer preferences. Savage shared his enthusiasm for the campaign, indicating that their partnership is founded on a mutual passion for cognac, setting the stage for a sweeping revival.
A Permanent Platform for Cognac Innovation
As Savage juggles multiple bar ventures across cities like London, Paris, and soon, New York, his exclusive partnership with Martell is distinctive in its focus on cognac. He described their collaboration as a significant relationship, one that has blossomed over years of shared vision. “We’ve been dating for four years,” Savage remarked, “and this summer, we’re finally moving in together,” highlighting his deep-seated passion for cognac and the brand.
Future Prospects for Martell and Cognac
With the launch of the “Make It With Martell” campaign set for key cities including New York, Chicago, Atlanta, and Los Angeles, Martell envisions creating a sustainable platform that not only drives sales but reshapes the perception of cognac. Borda noted that the campaign will evolve with seasonal cocktail options, solidifying it as a central component of Martell’s long-term marketing and branding strategy. This approach could very well lead to a renaissance for the cognac category in the broader spirits market.