The post Martell Makes Bold U.S. Move To Lift The Cognac Market appeared on BitcoinEthereumNews.com.

Martell is making a play for the cocktail space. Martell ‘Make It With Martell’ is an expression that American consumers will encounter from this summer onwards as the cognac brand puts in place a new strategy to persuade drinkers to replace key spirits in their favorite cocktails with Martell. Leading the charge is acclaimed mixologist Rémy Savage, whose multiple projects include the lauded Bauhaus-inspired A Bar with Shapes for a Name in East London. Savage’s team has created a series of cocktails for Martell designed to redefine traditional ways of making popular mixed drinks; from a Negroni and Margarita, to a Mint Julep and Mojito. On World Cocktail Day on June 5, Savage and Martell’s global marketing director, Sébastien Borda, jointly reopened L’Indigo Bar, in Cognac, France. This marked the official summer residency of the mixologist at the rooftop venue at the Martell Foundation, said to be the highest point in the town with spectacular 360-degree views of the region. More importantly, the opening sets in motion the ‘Make It With Martell’ global campaign, starting in the United States—the world’s biggest cognac market by volume—where a series of cocktail programs will begin across bars, hotels and other hospitality venues in big cities. Together, these activities form part of a bigger, sustained strategy that is, in effect, a new platform designed to make Martell a go-to substitute spirit in popular cocktails—and the entire cognac category by extension. Reviving cognac’s forgotten cocktail history Swapping out key spirits in favorite cocktails is a bold move, but Martell is convinced it is on the right track, not least because it takes cognac back to its often forgotten roots when it was a well tried and tested spirit in mixed drinks. The 1930s book 100 Famous Cocktails prepared in collaboration with Oscar Tschirky, maître d’hôtel…

---

Filed under: News - @ June 7, 2025 10:13 pm