Sustainability & Responsability

Over the last decade Maison Martell has progressively adopted new, more sustainable viticultural practicesMaison 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.

This holistic approach to viticulture includes:

1. Cover crops between vineyard rows to restore soil health and fertility
2. Using 100% bioalternatives solutions for plant health
3. 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 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.

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.

Low Carbon Distillation

After five years of research and development, Maison Martell presents a sober and low-carbon distillation technology developed in partnership with the Chalvignac Group for the entire Cognac AOC sector. 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. The last three years of trials have shown that we can achieve 85% greenhouse gases abatement and more than 50% energy reduction.

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.

Shipment

By 2024, Martell had already reduced its carbon emissions relating to transport by 25% (vs 2019). In 2021, Maison Martell partnered with TOWT, (TransOceanic Wind Transport), a French company specializing in sail propelled vessels. Its first sailing cargo boat, Anemos, departed Le Havre for New York in 2024, with 85% of its shipment being cognac and champagne products from our company. This breakthrough innovation enabled a reduction in emissions of 90% compared to conventional cargo shipping, and is now used as a priority transport for Martell on this route.

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 regenerative 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

Training Programs

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. The aim is to work with the active forces of the Cognac AOC to ensure the longevity of our valuable local know-how and to promote vineyard professions, as well as to support motivated adults, who will eventually be able to join a vineyard in the Cognac AOC.

Maison Martell has the duty to contribute to the fight against alcohol abuse in society by acting against harmful consumption and encouraging responsible drinking.

QR Codes

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.

SAF Partnership

In 2022, Martell initiated a three-year partnership with the association SAF France (Fetal Alcohol Syndrome) to support prevention and information actions before and during pregnancy.”