The oldest of the great cognac houses, Martell Cognac was first founded in 1715 by a young merchant, Jean Martell. The youth was often to be seen on horseback as he traversed the storied distillation heartland in order to select the finest eaux-de-vie. This allowed him not only to establish close ties with the region’s winegrowers, but also to learn the unique character of the terroir and the meticulous craft that shapes each cognac. Incidentally, when the name of Martell is transcribed in modern Chinese, the first character—Ma (马)—is the word for horse. The legendary Maison undoubtedly has meaningful ties with the noble steed, which will be celebrated next year in conjunction with the Chinese Year of the Horse.
To pay homage to its connections, Maison Martell has collaborated with Chinese artist He Datian, highly celebrated for his equine calligraphy and known for merging Eastern and Western influences. A painting from his series Horses was used as the image on a poster for the 1996 Olympic Games. His works have also been exhibited in New York, London, Tokyo, Moscow, and Los Angeles.
Gallop With Martell, Soar Like The Swift
To create stunning limited-edition designs that double as distinctive gifting options for the festive season, the artist cleverly imagined calligraphy in which a horse emerges from the Chinese characters that form the word Martell. These are accompanied by a series of drawings of horses depicted in a range of postures using the finesse of Chinese brush painting and calligraphy. Each bottle is customarily marked with the Maison’s swift emblem, which expresses its free spirit. Collectively, they are emblazoned across the brand’s most emblematic cognacs: VSOP, Noblige, Cordon Bleu, and XO. For the first trio, red and electric blue accented with flashes of gold create an arresting effect, while gold and silver shades set refined and opulent tones for the XO.
Much like a well-bred horse with a storied lineage, Martell Cognac carries centuries of heritage, craftsmanship, and refinement in every drop. The personality of each cognac is evoked through He’s masterful strokes, while paying tribute to ancestral Chinese culture.
For Martell VSOP, galloping steeds evoke the richness and intensity of its fruity aromas, and demonstrates the Maison’s ability to evolve while maintaining its heritage.
For Martell Noblige, a rearing horse dramatically conjures the cognac’s unique energetic personality and draws parallels with the horse being the perfect combination of strength and smoothness.
On the Martell Cordon Bleu, the graceful creature is depicted as it changes direction at speed, suggesting the elevated trajectory of Maison Martell’s most iconic cognac.
Finally, the Martell XO’s packaging shows regal white horses standing proud among golden brushstrokes, a reflection of the balance of the finesse, intensity, and prestige of the extra-old cognac. He’s intricate illustrations are as bold and charismatic as the elegant Grande Champagne eaux-de-vie utilised to create the precious liquid within each bottle of Martell XO.
Each collectible bottle merges French cognac heritage with contemporary Chinese virtuosity, symbolising strength, progress, and success in the new year, making them truly ideal gifts for every spirits connoisseur.
Design your own greeting card with He Datian’s aesthetic codes and send it to your loved ones here.
