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Martell – in 2020 #40 (+5)

Company: Pernod Ricard Group

Brand Value 2020: $1,041

Change from 2019:  +32%

Headquarter City: Cognac

Category: Alcohol

Year Formed: 1715

Martell is the second-biggest-selling cognac in the world after Hennessy. In its communications, Martell uses the signature “A Passion For Excellence Since 1715,” and the brand seeks to represent three characteristics: elegance, complexity and balance. China is a key market for Martell. The brand has targeted the expanding ranks of the middle classes, especially young professionals. Parent company Pernod Ricard has strengthened its agreements with digital giants Baidu, Alibaba and Tencent, and is using online content to promote the brand. Recently, Martell teamed up with Tencent to create the first branded channel in China. The content hub has averaged over 2.1 million views daily and the label is now the country’s number one cognac brand. In August 2019, Pernod Ricard reported sales of €9.182 million (six percent organic growth) for the full year 2018/19. Chinese sales came in at +21 percent, due to what it described as the “strong dynamism of Martell.” In addition to Chinese expansion, the brand is focused on sustainable viticulture to ensure the superior quality and long-term supply of Martell cognacs. The brand is providing training for partners on different sustainable grape-growing methods. The US has also emerged as another area of growth, with successful new US launches of innovations such as Martell Blue Swift and Martell VS Single Distillery.