Our Engagements
Cognac is a product of the earth, coming from a very specific terroir. Cognac can only be crafted in Cognac, thanks to the winegrowers and artisans of the cognac industry. Faced with environmental upheavals, all stakeholders in the value chain are multiplying efforts to adapt its practices in order to preserve ecosystems and recognize the women and men who work within them.
With 300 years of expertise, Maison Martell is the oldest of the great Houses of Cognac. Throughout its history, it has demonstrated that audacity shapes legacy. Facing today’s challenges, Maison Martell is implementing innovative practices in viticulture, carbon emissions reduction, promotion and transmission of know-how and responsible consumption. Martell’s actions for a sustainable future are based on four pillars: Nurturing terroir, Circular making, Valuing people and Responsible hosting. (Pilot technology in experimental phase).
Over the past decade, Martell has gradually adopted new viticultural practices to minimize its environmental impact and promote biodiversity and soil fertility. Maison Martell has already converted 100% of its vineyard to regenerative viticulture and is now committed to spread and share those practices with its partner-winegrowers.
Nurturing terroir
Transition of winegrowing practices
This holistic approach to viticulture includes:
• Cover crops between vineyard rows to restore soil health and fertility
• Using 100% bioalternatives solutions for plant health that rely on natural mechanisms and interactions between species to help the vines resist diseases and pests (auxiliaries, mating disruption, microorganisms, and natural substances).
• Promoting landscape biodiversity to improve the functioning of ecosystems (planting hedges, nesting boxes, melliferous fallows or vitiforestry).
Since its creation, Maison Martell has been intimately connected with wood, as its eaux-de-vie are aged in barrels made from fine-grained oak carefully selected from French forests. In 2014, Martell has partnered with the “Office National des Forêts” (ONF) to protect and give back to this precious natural resource. In 2024, Martell celebrate the 10th anniversary of its partnership with ONF.
Circular making
Toward a more efficient, low-carbon distillation process
As part of Pernod-Ricard, Maison Martell is committed to a decarbonization trajectory validated by the Science Based target Initiative with 2030 and 2050 targets aligned with a 1,5°C trajectory. Since 2016, Maison Martell, in collaboration with the Chalvignac Group, has been developing a more efficient, low-carbon distillation technology.
The new technology is based on two principles: replacing fossil fuels with a low-carbon energy carrier and the installation of an efficient energy recovery system. Although still in the research and development phase, the past three years of testing have shown that, if this technology were implemented, we could achieve a reduction of more than 85% in greenhouse gas emissions as well as a 50% reduction in energy consumption.
Packaging
In packaging, Martell is working on lightening, increasing the percentage of recycled glass in its bottles and eliminating giftbox on certain product lines. Martell also supports the decarbonization of its glass bottle suppliers, such as Verallia, which inaugurated in Cognac the world’s first 100% electric glass furnace in September 2024.
This new furnace allows for a 60% reduction in greenhouse gas emissions compared to traditional glass furnaces.
Valuing people
a strong collective
Facing today’s and tomorrow’s challenges requires building a strong collective with all stakeholders. Martell maintains close relationships with its viticulture partners to encourage dialogue and sharing of experiences. Alternative viticulture practices and innovative techniques tested in the Jean Martell vineyards are regularly presented, and trials with partners are supported (technical mornings, training sessions, pioneer groups).
Since 2019, Maison Martell has supported and accompanied a qualification training program for vineyard professions, in partnership with the MFR (Maison Familiale Rurale) of Triac-Lautrait and its viticulture partners.
Responsible drinking
Inform our consumers
Maison Martell has the duty to contribute to the fight against alcohol abuse in society by acting against harmful consumption and encouraging responsible drinking.
On Martell bottles, a QR code allows consumers to learn about the health risks associated with excessive alcohol consumption and provides the consumption guidelines from the health authorities of their country. This pioneering digital labeling program demonstrates Maison Martell’s commitment to being a proactive and responsible player in the wine and spirits sector.