Martell on transforming Cognac into a luxury destination
Pernod Ricard-owned Martell has gone up a gear in its luxury endeavours by inviting Cognac enthusiasts into its Château de Chanteloup home for a culinary experience.
Last summer, Martell opened the doors of Château de Chanteloup to the public for the first time, a watershed moment of sorts for the brand, and perhaps the category, in showcasing Cognac as a luxury destination.
Entry to the brand’s ‘spiritual home’, a grand 16th-century estate which was said to be acquired by the Martell family in 1838, is only available to the select few that can afford it however, as the brand aims to reflect the ‘highest level of prestige’.
Guests can choose from a trio of experiences, which include a tour of Martell’s 300-year-old cellars and a blending workshop guided by cellar master Christophe Valtaud himself, but the focal point for each is the Signature Martell par Alexandre Mazzia Cognac-and-cuisine pairing that six guests are privy to inside Château de Chanteloup.
Valtaud has created this with chef Alexandre Mazzia (who helms three Michelin starred-restaurant AM in Marseille). A table for the experience seats six people and costs €500 (US$556) per person, so it doesn’t come cheap by any stretch.
Speaking to The Spirits Business, Valtaud tells us that finding the right balance between pricing and value for Signature Martell par Alexandre Mazzia is “paramount” for the experience to work.
“We believe we’ve achieved that by focusing on delivering an unforgettable, luxury experience that truly marks a pinnacle moment for Martell,” he says.
“Beyond the setting and intimacy, we offer the opportunity to enrich the tasting with rare vintages, hand-selected by myself, which provides an additional layer of refinement and bespoke value for the guests.
“The collaboration with Alexandre Mazzia is a crucial element. His culinary artistry and reputation lend significant prestige to the experience. All of these elements combined justify the premium price point, as we are offering an unparalleled experience that is both exclusive and deeply enriching.”
Valtaud also feels that gastronomic partnerships at this level of the top-end, such as Martell’s own with Mazzia, are “crucial for Cognac’s future in the luxury market”.
“It allows us to move beyond simply selling Cognac to creating an experience that resonates with a wider audience who appreciate artistry and craft,” he explains.
“These partnerships allow us to tell more compelling stories and connect with consumers who value authenticity. A prime example, the Château de Chanteloup experience is transforming Cognac into a luxury destination and solidifying its position in the high-end market.”
Enhancing Cognac
While acknowledging the experience holds “significant potential” to attract guests and elevate Martell internationally, Valtaud maintains that exclusivity is its “key component”.
“It is essential that we maintain the element of exclusivity: by limiting the experience to just six guests, we ensure an intimate and personalised culinary adventure that is truly unforgettable”, he continues.
“We deliberately accommodate only six to reinforce the bespoke nature of the experience and appeal to a discerning clientele who appreciate intimacy and personalised attention.”
The occasion might start by admiring the estate’s herd of deer with a Cognac cocktail in hand, and end with a nightcap in the stately sitting room to the sounds of a piano and a crackling fire, but the main event takes place in the kitchen (where diners also sit in very close proximity, giving a ‘chef’s table’ feel).
Carried out by Mazzia’s sous chef at AM, Oli Williamson and his team, a 20-course menu is precisely paired with Martell Cognacs that Valtaud believes match up best with the almost overwhelming range flavour on offer from Mazzia’s side. For instance, guests might enjoy Brittany scallops and sea spider crab paired with Martell Odyssée expression, and glazed duck breast and smoked Jerusalem artichokes paired with Martell XXXO Grande Champagne.
While the food is no doubt very special, the Cognac is not there to play second fiddle, as Valtaud explains: “The pairing experience Alexandre and I have created is designed to be an impactful and positive sensory experience. It’s about harmony and balance, not competition.”
Building from both bases, Cognac and the dishes serve to enhance one another, showcasing the spirit’s characteristics the highest degree.
“The Cognac is not merely an accompaniment; it’s a central and equally important component of the overall experience with a careful selection of rare vintages and the emphasis on revealing the aromatic characteristics,” Valtaud says.
“It’s a journey of exploration, where each taste and aroma builds upon the last. So, while it’s certainly a rich and intense experience, it’s one that is carefully calibrated to be both stimulating and deeply satisfying.”
Valtaud’s says his personal favourite pairing is the final course, which features a maraîchère-inspired dessert with bergamot, paired with the Martell Epilogue Cognac that is exclusive to the experience (a Cognac served chilled), and not how one might normally expect to enjoy the spirit.
He explains: “The Epilogue is about stepping away from the usual codes of Cognac. I worked with a Cognac from the Borderies cru, adjusting the alcohol level and serving temperature to push the boundaries and reach a new climax in pairing. It’s an unexpected, bold finale that truly elevates the whole experience.”
Beyond his pedigree as a chef (although very important), Valtaud picked Mazzia as the man to steer the culinary side for his style of cooking (known for using toasted, spicy, smoky, and chilli flavours that highlight the richness and complexity of Martell’s blends), but also his personal connection to the Cognac region.
Mazzia spent summers in nearby Courcoury in his family house and with his grandfather, a sailorman in Île de Ré, an island on the west coast of France, which Valtaud notes “allowed him to draw upon his experiences to develop his creations” and then “adding another layer of authenticity and understanding” to the collaboration.
Valtaud adds that there are no walls in the creative process between he and Mazzia and that it’s been a “genuine co-creation from the beginning”.
“It’s a true partnership, not just a pairing,” he emphasises.
“We didn’t follow a linear process. Together, we developed pairings that are exclusive to the Signature experience. It was a constant back-and-forth, with each of us adjusting, refining and pushing the other to go further.
“I reworked blends to reveal their aromatic complexity in dialogue with his creations, and Alexandre reimagined his recipes to elevate the spirit. That balance is what makes this collaboration so unique, it is not just about pairing, it is about crafting a shared vision.”
Moving beyond the liquid
The partnership with the chef began in 2023 and is set to run until 2027, evolving as it goes on.
Looking to the future, Valtaud says: “We’re constantly experimenting with new pairings, techniques, and ingredients to ensure the experience remains fresh, exciting, and continues to surprise and delight our guests.
“Over the next few years, I also want to continue exploring new experiences around Martell Cognacs – introducing original creations and immersive moments that go beyond the table, to offer new ways of enjoying Cognac and sparking emotion.”
Martell itself as a brand is looking to move beyond just the liquid, more broadly speaking to the entire luxury experience.
Cognac can be relegated as a drink to the older generations, an image the category is looking to shake off, and Valtaud explains that to combat this, Martell is “blending tradition with innovation, introducing ‘audacious spirits’ that honour our 310-year legacy while simultaneously reimagining the ‘French art de vivre’.
“We’re presenting Cognac through exclusive products and elevated experiences, crafting contemporary and bold moments for a global audience, showcasing it as an integral part of a modern, vibrant lifestyle.
“Our goal is to highlight Cognac’s adaptability and relevance in today’s drinking culture, moving beyond traditional perceptions and unlocking its potential to create distinctive and memorable experiences, thereby cultivating a new generation of enthusiasts.”
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