Classic cocktails are having a quieter, more considered renaissance — less about spectacle, more about refinement in the glass. It is within this shift that Martell introduces Make It With Martell, a new global campaign that repositions cognac not simply as a sipping spirit, but as a defining element within contemporary cocktail culture.
Now rolling out across selected bars in Malaysia, the campaign invites guests to revisit familiar classics through a different lens. At participating venues, ordering a drink “made with Martell” subtly changes the composition of the cocktail itself, introducing a smoother, more rounded profile shaped by the cognac house’s distinctive production style.
Unlike many traditional cognac producers, Martell distils exclusively clear wines, removing sediment before distillation to preserve the pure expression of the grape. The result is a spirit known for its lighter, fruit-forward character — one that integrates naturally into cocktails without overwhelming the balance of the serve.
Beyond The Pour
Rather than positioning itself as a departure from cocktail tradition, the campaign leans into reinterpretation. Familiar recipes remain recognisable, but are softened and reframed through texture, aromatics and finish.
The Malaysian chapter of Make It With Martell begins with two of Kuala Lumpur’s most respected cocktail destinations: Penrose and Lavantha. Both venues are helmed by Jon Lee, one of the country’s leading bartending figures and Martell’s local campaign ambassador, and will feature specially curated menus centred around Martell-based classics.
Alongside the bar activations, Martell has also introduced Swift Rewards, a gamified programme that allows guests to accumulate points through check-ins, interactive tasks and cocktail exploration. Rewards range from branded collectibles to bottles and limited-edition merchandise, extending the experience beyond the bar itself.
Cocktail Culture Meets Streetwear
The campaign’s most unexpected expression arrives through fashion. In collaboration with Malaysian creative collective Rotten Paradise, Martell has unveiled Night Shift, a limited-edition capsule collection inspired by the visual rituals and atmosphere of cocktail culture.
Rather than relying on overt branding, the collection draws from subtler references — bar tools, late-night service energy and the coded aesthetics of contemporary nightlife — translating them into wearable pieces with a distinctly street-led sensibility.
Taken together, Make It With Martell feels less like a traditional drinks campaign and more like a broader cultural proposition — one that situates cognac within the evolving language of nightlife, design and contemporary taste.
