Overview: In a bold move to redefine cocktail culture in Malaysia, Martell has launched its global “Make It With Martell” campaign. The initiative combines classic cocktails with rewards-based consumer engagement and limited-edition streetwear collaborations, aiming to create a smoother, more balanced and flavor-forward experience for consumers.
The Full Story
Martell’s “Make It With Martell” campaign is an ambitious endeavor that seeks to position cognac within contemporary cocktail culture. The brand has partnered with Malaysian creative collective Rotten Paradise to develop the limited-edition streetwear collection, Night Shift, which draws inspiration from cocktail culture, bar rituals and late-night creative communities.
The campaign’s rollout begins in Kuala Lumpur bars Penrose and Lavantha, both founded by renowned bartender Jon Lee. These establishments have been chosen for their exceptional reputation in the industry, with Penrose being ranked No. 10 on Asia’s 50 Best Bars list for 2025.
Production & Profile
Martell’s production process is unique and sets it apart from other cognac houses. The brand distills exclusively clear wines to capture the essence of French grapes, allowing the spirit to integrate more seamlessly into classic cocktail recipes without overpowering them. This approach enables Martell-based interpretations of timeless cocktails that are both familiar and innovative.
The campaign’s focus on showcasing Martell’s distinct flavor profile is reflected in its specially curated cocktail menus featuring reimagined classics such as Fine à l’Eau and Spitfire Fizz, crafted by the team behind Penrose alongside global mixologist Rémy Savage. These unique concoctions highlight the versatility of cognac in modern cocktails.
Brand & Industry History
Martell has a rich history that spans over two centuries. Founded in 1715, Martell is one of the oldest and most respected cognac houses globally. The brand’s commitment to quality and innovation has led it to become synonymous with excellence in its field.
The company’s decision to launch “Make It With Martell” campaign reflects a broader effort by the industry leaders like Martell position themselves as part of contemporary cocktail culture, extending their presence beyond traditional drinking occasions into everyday consumer experiences. The brand is keen on pushing boundaries and challenging consumers’ perceptions about cognac.
What This Means
The implications of “Make It With Martell” campaign are multifaceted. Firstly, it signifies a shift in the industry towards more inclusive and participatory approaches to cocktail culture. By incorporating rewards-based consumer engagement and limited-edition streetwear collaborations, Martell is recognizing that consumers want to be part of something unique.
Secondly, this campaign highlights the versatility of cognac as an ingredient in modern cocktails. It demonstrates how a well-balanced blend can create complex flavors without overpowering other ingredients. This trend suggests that cocktail enthusiasts are increasingly seeking out new and exciting ways to experience classic drinks.
Consumer Takeaway
The consumer takeaway from Martell’s “Make It With Martell” campaign is clear: the brand wants consumers to think more intentionally about their cocktail choices. By making it easy for them to discover unique flavors and limited-edition rewards, Martell aims to position itself at the forefront of contemporary cocktail culture.
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