Martell: Busting cognac myths

At the London Mondrian hotel pop up, the French liqueur's brand ambassador Matthias Lataille shares its rich history

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(Image credit: © Debbie Bragg / Martell)

For many people, cognac suffers from an old-fashioned image. At Martell, we are trying to lead the way in rejuvenating the category and dispelling a few myths. Not that we are not proud of our heritage – Martell is the oldest of the great cognac houses. Martell was originally founded in 1715 by Jean Martell – who was actually from Jersey – and it established itself as a luxury product in the 20th century after its launch at the Hotel de Paris in Monaco. The brandy was King George V's favourite, it was served on board the Concorde and was ordered for the wedding of Prince Rainier and Grace Kelly. However, it is not a product that has to be treated with reverence like an antique.

Myth 1: Cognac is the national spirit of France

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