The House of Martell Continues to Lead Innovation through its 300 Years of Expertise
Martell, the prestigious House of Cognac founded in 1715, announces the launch of a new cognac, Martell Caractere. The new blend, available exclusively in California, offers style, elegance, complexity and balance pays tribute to the spirit of legendary entrepreneur and Martell founder, Jean Martell.
Jean Martell was an entrepreneur notorious for his strength of character, and Martell Caractere aims to reclaim this spirit. Martell Caractere is rooted in the approaching 300-year-old Martell Method, a unique distillation process passed down from Jean Martell himself. It is created using grapes sourced from Martell’s own vineyards in the Domaine Jean Martell, distilled twice without lees and aged in fine grain French oak barrels. The Martell Cellar Master, Benoit Fil, combines a distinctive blend of two types of eaux-de-vie, the essential components of cognac. The result is a refined blend of elegant taste, revealing a generous character and subtle fruity notes that can be enjoyed neat, on the rocks or in the finest cocktails. Martell Caractere’s distinct tasting notes of citrus, tangerine peel, cinnamon and clove provide superb structure.
“Jean Martell was a man of adventure who constantly sought perfection and elegance, regardless of the challenges it posed,” says Pierre Berard, Senior Vice President, Spirits Marketing, Pernod Ricard USA. “It’s that same tenacity that lives through Martell Caractere today. The House of Martell continues to lead innovation in cognac and we couldn’t be more pleased to share that innovation in the US with such a distinguished product, Caractere.”
The Martell Caractere launch coincides with the unveiling of a short film, created through a collaboration between Andy Garcia and Martell Caractere, showcasing the journey of Mambo music pioneer Israel “Cachao” Lopez. A complete version of the film will be released in February, in tandem with the launch of the program’s digital platform and social media campaign to reveal new icons, selected through a contest from four walks of life: art, entertainment, cuisine and entrepreneurship.
“The way Jean Martell’s bold and visionary nature was described to me reminded me of my relationship with Israel ‘Cachao’ Lopez, the inventor of the mambo,” said Garcia. “Both men had a dedication to their passion, pursued their dreams and embody the values Icons of Caractere wants to convey.”
Martell is the oldest of the major Cognac Houses (as well as the international leader in the XO category) and was founded in 1715 in the French Charente region by Jean Martell. Its unique reputation, both within France and beyond, rests upon its rich heritage, together with the skill and creativity that Martell continuously strives to hone. The House’s founding principles are based on the pursuit of perfection, which Jean Martell made his motto. This standard has been the House of Martell’s inspiration ever since. To this day, it lies at the heart of every cognac it has created.