We have all seen Martell’s bottles or logos – a testament to the maison’s enduring quality that has allowed their cognac to remain popular through generations.
But when did you last have cognac? It has earned itself a tough reputation – thought of by many as a drink for distinguished older gentlemen with cigars in hand in drawing rooms. Martell wants to change that – with its new pop-up experience reimagining cognac as a refined drink for the tenacious.
As one of the oldest great cognac houses founded in 1715, Maison Martell is known for its legacy crafted through generations – defined by a pioneering spirit with a passion for its craft, from the iconic Cordon Bleu to its current range.
Those keen to immerse themselves in the Martell story – a journey beginning in the southwest of France where the cognac is distilled – can do so right here in Singapore.
After successful unveilings in Hong Kong and Shenzhen, visitors can explore Martell’s spirit of creation and blending from 3 April to 29 May at Southeast Asia’s first L’Atelier Martell pop-up boutique at Scotts Square.
At the pop-up, celebrate the reintroduction of the iconic Cordon Bleu. With its unchanged taste since 1912, it is widely considered to be one of the finest cognacs in the world – and reflects the Maison’s commitment to preserving its legacy.
“At Martell, we pay great attention to all our cognacs, but none more so than Martell Cordon Bleu, for which we still have Edouard Martell’s original, handwritten notes,” says Christophe Valtaud, Martell’s cellar master.
A legendary blend of more than 100 eaux-de-vie, the Cordon Bleu is rich and complex with candied plum and apple aromas and notes of mocha and toasted almonds – giving way to a subtle spiced taste. With a high quantity of Grande Champagne and Borderies eaux-de-vie, the Cordon Bleu has a lengthy finish on the palate – a celebratory drink best enjoyed neat or with a splash of water.
Delve into the cognac ageing process at the Cognac from the Cask experience – where guests can draw an exclusive blend from an authentic oak barrel shipped from Cognac into their own sampling bottles with personalised labels.
Cognac tasting masterclasses will be hosted by brand ambassadors for Martell’s signature blends – Martell VSOP, Cordon Bleu and Noblige. There will also be cognac blending masterclasses – typically unavailable outside the maison’s cellars – where guests can take home a personalised bottle of their own VSOP or XO blend.
After exploring the space, sip on speciality cocktails served at the Bar of Swifts – made by guest bartenders on selected nights. Guests can also purchase limited-edition bottles on sale at the boutique. Through a range of curated experiences, the boutique offers an intimate look into Martell’s heritage and craft.