Bringing together tradition and innovation, Martell recently introduced a new cognac blend that oozes nobility and panache: The Martell Noblige
Within the world of spirits, few names evoke the same sense of timeless refinement and centuries-old tradition as Martell. Since its establishment in 1715, Martell has been a symbol of French sophistication and continues to captivate connoisseurs worldwide. Now, the distinguished 9th generation of the Martell family, Amaury Firino Martell, and revered Martell Brand Education Ambassador Alexandre Combescot de Marsaguet, have brought the brand’s latest cognac to Indonesia.
A Bourgeois Blend
The arrival of Martell Noblige was a momentous occasion. This contemporary masterpiece, carefully curated by Martell’s Cellar Master Christophe Valtaud, challenges conventions with a unique blend of a minimum of 100 eaux-de-vie aged seven to eight years. It embodies the essence of French art de vivre, gracefully balanced for an adventurous palate.
This meticulous combination brings forth a sensory experience that transcends expectations. Upon nosing, an opulent bouquet of fragrances greets the senses. Notes of succulent pear and luscious prune dance gracefully, evoking the warmth of orchard fruits on a sun-drenched afternoon. The aroma deepens with exotic hints of vanilla pod, perfectly complemented by notes of caramelized grape.
Preserved fruits take center stage at the first sip, with flavors of figs, raisins and prunes, among others, making a grand entrance. A symphony of wood and floral notes follows, genuinely elevating the tasting experience. The palate blooms with floral notes, reminiscent of a garden in full bloom, as if you’ve wandered into a perfumer’s dream. The delicate infusion of wood spices adds depth and complexity, akin to the sensation of accidentally biting into a bouquet garni used in a hearty stew.
Heritage Meets Bold Modernity
During his visit to Jakarta, Amaury Firino Martell expressed his vision for this new offering. “We’ve crafted Martell Noblige to meet the demands of today’s market, especially the younger generation who seek bold flavors and trendy packaging,” he elaborates. “While we honor our heritage, we’re excited to introduce a spirited and contemporary cognac.”
Coming from the classic adage noblesse oblige, which means to behave like a noble, Martell Noblige is no stranger to well-travelled cognac enthusiasts. It has already made waves in Europe and other parts of Asia, with the spirits becoming a favorite among millennials in China’s nightlife scene.
Martell Noblige reflects the essence of French living, boldly challenging conventions and offering a perfect balance of strength and elegance. Its debut in Indonesia represents the convergence of legacy and innovation, a profound commitment to excellence, and the relentless pursuit of perfection.
Alexandre Combescot de Marsaguet, meanwhile, believes the Indonesian market will warmly embrace Martell Noblige, especially as the country’s entertainment venues return to life post-pandemic. “I see a growing market for cognac in Indonesia, especially in major cities like Jakarta and Bali, which are frequented by international tourists,” he says. The launch event was held in mid-November at LAVVA Lounge, Plaza Senayan, Jakarta, with an enthusiastic crowd in attendance.
“We will be embarking on a roadshow to major cities such as Jakarta, Bandung and Surabaya,” adds Rio Afandi, Brand Manager Martell at PT. Pernod Ricard Indonesia. Established in 2019, Pernod Ricard Indonesia, a subsidiary of the global spirits and wine leader is known for its extensive and premium spirits portfolio, including Martell Cognac.
Martell Noblige is more than a cognac: It is a sensory masterpiece, a journey through the rich terroirs of the Cognac region and a testament to the artistry of Martell. It offers those with a discerning palate a taste of French refinement and craftsmanship that has endured for over three centuries.
Text Refa Koetin