Martell takes ‘revolutionary step’ in packaging
Pernod Ricard-owned Cognac house Martell has taken steps to craft an ultra-lightweight bottle made entirely from the same glass used in smartphone production.
Manufactured in a flat form, with highly parallel and smooth surfaces, flat glass, known for its use in high-end technology such as smartphones, is produced in large sheets and primarily used for its transparency, strength, and ability to be cut into various shapes.
It boasts a superior strength-to-weight performance, and as such, when used in bottle production, significantly reduces the level of material required in the manufacturing process, resulting in a lighter bottle with an enhanced sensorial experience. However, the projected weight difference between the flat glass bottle and existing Martell bottles has not been disclosed.
By optimising the benefits of flat glass, Martell has crafted a ‘sleek and cutting-edge’ prototype that is said to mark a significant transformation in packaging design within the spirits industry.
Speaking on the prototype, Sebastien Borda, Martell’s global marketing director, said: “Maison Martell is excited to embark on this groundbreaking journey in luxury packaging innovation. Our prototype bottle isn’t just a design; it’s a bold, visionary statement that challenges traditional spirits aesthetics, positioning Martell as a leader of the luxury sector.
“This initiative aims not only to redefine luxury packaging but to powerfully demonstrate Martell’s unwavering commitment to challenging the status quo.”
The initiative has been developed in partnership with manufacturing and technology expert Vitalink Technology, and together, the ambition is to bring high-precision and futuristic packaging to luxury spirits, setting a ‘new standard’ for the industry.
The Cognac house noted that when it came to choosing a partner for the project, it opted for a company that was acclaimed ‘not just for its technology innovation but for its manufacturing expertise of luxury goods’.
By looking at how techniques from other product categories – such as Swiss watches and smartphones – could be applied to spirits, Martell and Vitalink Technology have capitalised on the idea of ‘glass origami’.
Xu Ren, vice-president at Vitalink Technology, said: “Bringing cutting edge precision engineering and material science to a tradition-led métier, we call the new process ‘glass origami’ – folding and lasering advanced flat glass as thin as 0.7mm to create an ultra-lightweight, almost surreal bottle.”
SK Chong, Vitalink Technology’s CTO, added: “We apply our optical lens knowhow to deliver exceptional clarity that fully reveals the beauty of the liquid inside, while state of the art precision manufacturing unlocks entirely new geometries and design possibilities that complement and honour the craft.”
Martell has not confirmed when it will reveal the look of the prototype flat glass bottle, or when it might be rolled out across the brand’s portfolio.
In 2024, Diageo-owned Johnnie Walker unveiled the world’s lightest whisky bottle. The limited edition, first-of-its-kind bottle weighs only 180g without its closure, topping the previous holder of the title by 118g.
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