This cognac was the first to bear a name on its bottle
A symbol of French art de vivre, Martell Cordon Bleu is a forerunner. Before it, only codifications were inscribed on cognac bottles.
Behind the "Cordon Bleu" name of Martell's emblematic cognac lies a story that bears witness to the times. Zoom in at the end of the XIXᵉ century. While the transportation revolution was underway, railroads were being built and tourism was developing. Aristocrats and members of the haute bourgeoisie frequented the fine establishments along the French coast, "Edouard Martell was quick to take notice", recounts Laëtitia Teil. Heritage Manager for Maison Martell, she oversees "five kilometers of archives" for one of the world's oldest cognac brands.
A bottle for a new clientele
In the early 1900s, as this new, highly demanding clientele arrived in France and England, the great-grandson of the founderre-grandson of the founder of the prestigious Martell company realized that there was no cognac to meet their expectations.
"There were cognacs that were a little classic and others that were very old, but too exclusive. Edouard Martell wanted to create a luxurious 35-year-old spirit," says Laëtitia Teil. "In 1910, with the help of sales agents in France and England, he designed abottle with an elegant, luxurious appearance. It took him two years to develop Cordon Bleu Martell.
A cordon as a sign of excellence
White labels are affixed, as they are usually used on the house's prestigious cognacs. The shape of the bottle is simple, "slender and elegant". The distinctive feature is the addition of a blue silk cord. "It's a sign of excellence, in reference to the Legion of Honor. And the blue color is that of the brand," describes the Heritage Manager, while pointing to the only remaining case in the archives from that era.
"We also think that the blue ribbon is a reference to the "Blue Riband", an award addressed to the fastest transatlantic shipping companies, between England and the United States, at the end of the XIXᵉ, beginning of the XXᵉ century. It was a prestigious decoration!"
Between 1910 and 1912, Edouard Martell had the brandy tested in a number of luxury hotels and restaurants. An English agent advised him to put the name Cordon Bleu on the bottle. "Initially, it only said "Fine Liqueur Brandy". It was a way of adding distinction to this cognac, of showing its superiority to others."
The bottles featured only codes common to all the houses, "initiated by Martell". One, two or three stars were affixed according to quality. And each house had its own letter codes.
Conceived for a wealthy clientele in France and England, Le Cordon Bleu was so successful that by 1914, other countries such as India were placing orders. In 1918, sales were extended worldwide. "But Cordon Bleu would continue to be served at state dinners and official gatherings as a symbol of French elegance. In the end, Edouard Martell was ahead of his time! He was already doing some fine marketing."
