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Martell

Martell

Company: Pernod Ricard SA

Brand value: US$633 million

Headquarter city: Cognac

Industry: Alcohol

Year formed:  1715

Martell is one of the oldest cognac brands in the world, developed in 1715 by Jean Martell and now the second-biggest-selling cognac in the world, after Hennessy. Martell claims to be the only cognac brand to distil only clear wines. Reported sales in the second half of 2016 were 15.6 million bottles worldwide, an increase of 7 percent. In its communications, Martell uses the signature "Excellence since 1715", and the brand seeks to represent three characteristics: elegance, complexity and balance. The personality and expertise of Martell’s cellar masters, who have included Christophe Valtaud and Benoit Fil, often feature in its communications. In 2016, the Martell Corporate Foundation was launched, to promote culture. The range is best known for its classic cognacs, Character, VSOP, Cordon Bleu, XO and Chanteloup Perspective, but to mark its 300th anniversary, in 2015, a series of limited-edition ranges were released. These included Martell Premier Assemblage and XO Tricentenaire, which were promoted in association with German Francophile actor Diane Kruger. Martell is owned by the Pernod Ricard group, which is listed on the Euronext Paris and is a constituent stock of the CAC 40 index.