From Martell to The Macallan, LUXUO looks at how alcohol brands shift toward the lifestyle sector to market to broader consumers.

With its new campaign “Rise Above” and its film directed by James Gray, Martell XO pays tribute to Martell’s unique heritage, using its emblem, the swift.

Martell has created the Martell XO Exclusive Architect Edition, designed in collaboration with the renowned French architect Christian de Portzamparc.

The House of Martell has launched The Martell Trunk made in collaboration with Pinel & Pinel, the renowned French luxury malletier. This journey of the senses takes place against the gently lit backdrop of the leatherlined compartments and drawers, offering the Martell Collection such as Cordon Bleu, XO, or L’Or de Jean Martell. Furthermore, Martell […]

Released in December for Martell Cognac, these Martell XO ads claim that their cognac beverage is “the same pleasure since 1715.” With the help of the TBWA/MAP advertising agency, these staged prints succeed at bridging past and present with a shot of nostalgia on the rocks.