Alexandre Combescot, global brand education ambassador at Martell Mumm Perrier-Jouët, said the brand has maintained a presence in Singapore for 155 years and that Noblige has become one of its most popular VSOP expressions in Asia.
“Noblige is now one of the most popular VSOP in Asia because it has the rich spicy profile that can match any consumption need,” he said.
The expression can be served in a highball or cocktail, on the rocks or with soda water. Combescot said its versatility has made Martell a prominent cognac in Asian cocktail bars.
However, he also sees a role for cognac at the dining table. For food pairing, he recommended taking a small sip of Noblige, eating a bite of food and then returning to the cognac, so that its flavour remains at the end of the palate.
“Always keep the flavour of the cognac at the end,” he said.
This positioning reflects a broader effort to associate cognac with meals and social occasions rather than restricting it to traditional drinking rituals. Combescot said cognac could be consumed “during meals or occasions” and around gatherings such as Chinese New Year.
He also pointed to an existing culinary use in Singapore, where consumers can add a small amount of cognac to Chinese soups.
“You can add a drop or two into Chinese soups, which is a tradition in Singapore,” he said, adding that it can elevate the taste, flavour and fragrance of the soup.
Cognac can also be used in cooking, including flambéing shrimp and scallops and in sauce reductions. Combescot suggested Cordon Bleu for more substantial applications, although its use would make for a comparatively expensive sauce given that it is an XO cognac.
Developing for Asian palates
Combescot’s comments suggest that Martell sees regional taste preferences as an important consideration when developing and positioning its products.
Noblige, for example, is officially a VSOP because the youngest cognac in its blend is aged for at least four years. However, Cellar Master Christophe Valtaud uses older eaux-de-vie, including some aged up to eight years, to build greater richness.
“And of course the Borderies are in the heart of Noblige,” Combescot said.
He explained that Noblige was created specifically for Asia rather than being designed around a universal flavour profile.
“When we create a Cognac, we don’t create for our own taste, we create to connect, to answer a demand, a profile,” he said.
Combescot characterised the Asian preference as favouring smoothness and a rounded taste, alongside the “boldness and richness” of Noblige. This helps explain why the expression is positioned differently from Martell’s standard VSOP, which is available worldwide.
The comments point to a strategy based not simply on exporting the same product across markets, but on matching different expressions and consumption styles to local preferences.
What is eau-de-vie?
Eau-de-vie (French for “water of life”) is a clear, unaged fruit spirit produced by distilling fermented fruit juice or wine. In cognac production, it refers to the distilled spirit that is aged in oak and later blended to make cognac. Different eaux-de-vie contribute distinct aromas, flavours and characteristics to the final blend.
From production style to food pairing
Combescot also highlighted a production choice that he said contributes to Martell’s characteristic texture.
Following fermentation, the wine is separated from the lees, or dead yeast sediment. Martell does not use the lees for distillation, instead using the clear wine.
“For Martell, we are the unique cognac house to not use the lees for the distillation,” he said. “We use only the clear part of the wine.”
According to Combescot, this is intended to preserve the character of the different terroirs and contributes to Martell’s “very unique, silky texture”.
He acknowledged that other cognac houses use wine and sediment in distillation, describing this as a different style rather than a question of quality.
The distinction becomes relevant to the brand’s positioning around food: Combescot described XXO as particularly suitable for seafood because its mellow character can complement rather than overpower the dish.
“You don’t want the cognac to overcover when you eat seafood,” he said.
Instead, the aim is for the food and spirit to work together, with an abalone dish and its glaze cited as one example.
Taken together, Combescot’s comments suggest that Martell’s opportunity in Asia lies partly in broadening the context in which consumers encounter cognac: from a standalone after-dinner drink to something that can accompany food, feature in cocktails, enter the kitchen and become part of shared social occasions.
For a category traditionally associated with neat serves and luxury, that represents a shift towards positioning cognac as a more versatile spirit for everyday and celebratory consumption.
