Martell’s Global Brand Ambassador On The Maison’s Legacy And Its Evolution
With 16 years of experience under his belt, Alexandre Combescot de Marsaguet shares how he carries on the Martell legacy.
At Maison Martell, history is not merely preserved—it is lived, interpreted, and constantly reimagined for a new generation of cognac drinkers. Few embody this balance of heritage and modernity more completely than Alexandre Combescot de Marsaguet, Martell’s Global Brand Ambassador. Now in his sixth year with the maison, the Frenchman has become one of its most recognisable figures, carrying its message from Cognac to the world’s most discerning tables, bars, and cultural stages.
As a graduate from a French business school and with a master’s in business development in Finland, Combescot de Marsaguet began his career far from home, in Shanghai, a city whose dynamism mirrored his own. “I’ve been in the spirit industry for 16 years,” he says. “Eight years in Asia and four years in America—so, I know those countries’ dimensions for spirits very well.” That multicultural fluency would become one of his greatest assets, especially as he rose from Martell’s regional ambassador to his current global role. “I wear two hats at Maison Martell,” he explains. “I’m an experienced leader, unveiling the mysteries of our cognac house to foreign guests. And I orchestrate training in markets and drive brand activations.” Indeed, whether guiding visitors through Martell’s storied cellars or leading masterclasses in major capitals, Combescot de Marsaguet specialises in translating centuries of savoir-faire into moments of connection and discovery.
Founded in 1715, Martell is the oldest of the great cognac houses, with more than 300 years of uninterrupted heritage and one of the largest reserves of eaux-de-vie in the region. One of the maison’s enduring signatures is its insistence on distilling only clear wine—an exacting process that results in cognacs prized for their lightness, silkiness, and aromatic clarity. Its iconic expression, Martell Cordon Bleu, remains the best-selling XO in the world, its recipe unchanged since 1912. “Seven generations of cellar masters have replicated the same taste and flavour,” Combescot de Marsaguet says. “When you order a bottle of Martell, you’re witnessing French heritage and placing the French flag on the table.”
Today, the house pushes further into the ultra-prestige category, with creations such as the bespoke L’Or de Jean Martell Réserve du Château and the Zodiac Collection—rare, intricate blends crafted in limited quantities and housed in Baccarat crystal decanters. These releases underscore Martell’s dual commitment to storytelling and craftsmanship: a blend of reverence for the past and a boldness for the future.
If Martell’s legacy is storied, its present is decidedly forward-looking. One of Combescot de Marsaguet’s key responsibilities is spearheading the global campaign Make It With Martell—an initiative designed to cement cognac’s rightful place at the heart of both classic and contemporary cocktails for the modern drinker.
“Make It With Martell is a programme that re-energises cocktail drinkers, especially by switching the base spirit in your favourite classics with Martell cognac.” For example, a mojito becomes a Martelito, while a margarita becomes a Martelita. The result is a new kind of drinking experience—one that highlights cognac’s fruitiness, depth, and versatility, while elevating the standard cocktail with a refined profile and introducing complex layers to an otherwise simple drink. The maison’s modernity also surfaces in youth-focused cultural programmes, including the Swift Talent Quest, a DJ competition in Malaysia. “Music and cocktails are key angles for us to reach new audiences,” he explains. “People discover that Martell is accessible, modern, and a pioneer in conviviality.”
What emerges in conversation with Combescot de Marsaguet is a rare blend of technical fluency and genuine passion—an enthusiasm for demystifying cognac without diluting its luxury. “When you drink cognac, you drink the legacy of the house,” he says. “But it can suit anybody.”
In that sense, he is not merely an ambassador but also a custodian of culture—shepherding a centuries-old maison into a contemporary landscape of cocktails, creativity, and global curiosity. And, through his work, Martell’s message remains as resonant as ever: timeless, audacious, and always evolving.
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