Martell Unveils the World’s Most Expensive Cognac Valued at 1 Million Euros

During an intimate event at the Okura Prestige Bangkok, Pernod Ricard Thailand hosted the launch of Les Remarquables De Martell, an ultra-luxury cognac collection from the House of Martell.

Founded by Jean Martell in 1715, Maison Martell is one of the world’s oldest and most renowned cognac houses, with a legacy of savoir-faire that’s been handed down through nine generations of artisans who not only have a passion for the craft but also a profound attachment to the terroir. Throughout its History, Maison Martell has been synonymous with pushing the boundaries to create new expressions of cognac, which has resulted in several iconic bottles including the Martell Cordon Bleu that was debuted in 1912.

Now, a new icon has emerged: the Les Remarquables De Martell, a collection of ultra-luxury cognac, featuring an inaugural bottle valued at 1 million euros (over 37 million Baht). Each year, a new masterpiece of rare, premium cognac will join the collection, each elegantly encased in a dame-jeanne. Each edition is uniquely crafted by a carefully chosen artist, who is tasked with transforming it into a stunning objet d’art. The collection will only see one creation from one artist each year, making these bottles truly one of a kind.

The inaugural bottle showcases two legendary eaux-de-vie (a clear brandy distilled from fruit) that have been carefully selected by Christophe Valtaud, Martell’s Cellar Master and an expert in crafting high-quality cognac. Hailing from the prestigious Grande Champagne region in France, renowned for producing some of the world’s finest cognacs, the eaux-de-vie were distilled over 70 years ago and aged in a historic cellar at Port du Fondateur, established in the 18th century by the sons of Jean Martell. After the extensive maturation, the eaux-de-vie were then kept in the archives of the Réserve du Fondateur, reserved exclusively for the Maison’s rarest and most valuable liquid legacies.

The two eaux-de-vie have since been blended with remarkable finesse to create a unique flavour profile. The first eaux-de-vie, aged gracefully in oak barrels, has a powerful taste, impressive intensity, a long-lasting finish, and prominent notes of cedarwood. In contrast, the second eaux-de-vie is refreshing, playing with the senses with fragrant notes of honey, white blossom, and candied fruits. When combined, they form a harmonious symphony of flavours. This marks the first time such rare eaux-de-vie have been blended, resulting in a truly one-of-a-kind masterpiece.

Beyond its truly special aroma and flavour profile, the inaugural bottle is itself a work of art. For its design, Maison Martell commissioned Laurentine Perilhou, a renowned French artist celebrated for her mastery of macramé and collaborations with leading figures in haute couture. Using real gold thread sourced from Lyon, Laurentine has intricately woven a complex vine motif that is both eye-catching and symbolically powerful, representing the vines that produce the grapes used for Martell’s exceptional cognac.

On top of the bottle sits its ‘crown,’ adorned with three synthetic sapphires reflecting the iconic Martell blue, alongside a diamond set on a 22-karat gold base. Moreover, enhancing the design is oak wood aged over 300 years that has been skilfully carved into a gemstone shape, which serves as another tribute to the Maison’s tradition of artistry. The entire creation required over 800 hours of meticulous work. Reflecting on the piece, Laurentine shared: “My aim was to make the invisible visible…from the Earth to the Sun, from the roots in the soil to the vine leaves turned upwards to the light.” She also discussed that her inspiration came from her explorations of the Maison’s vineyards, historic cellars, and storied archives.

Along with owning a stunning bottle of cognac, the buyer of this inaugural bottle will also receive a customisable cabinet filled with bespoke accessories for intimate tasting rituals. This includes six Baccarat crystal glasses, a piPette for siphoning the cognac from the dame-jeanne, six montre bottles, and a pair of embroidered white gloves. Additionally, buyers can further customise their cognac by adding rare eaux-de-vie to create a more personalised flavour profile. They will also be invited, along with three guests, to Maison Martell for a private tasting session, exploring the intersections of cognac, art, and luxury with Christophe Valtaud and Laurentine Perilhou.

Earlier this month, the debut bottle of the Les Remarquables De Martell collection made a stop in Bangkok, where guests had the opportunity to view the dame-jeanne in person. Following this, they enjoyed a tasting session featuring some of Martell’s finest creations, including Martell VS, Martell VSOP, Martell Cordon Bleu, Martell XO, and Martell XXO. The evening’s biggest highlight, however, was the L’Or de Jean Martell, a prestigious cognac with only a limited number of bottles released each year.

For more information about Martell, click here.