Martell’s high-tech new cognac bottle design takes cues from Swiss watch-making and high-end electronics

In an industry as tradition-bound as cognac, moments of true innovation stand out. Maison Martell has achieved just that with a striking reimagination of what a luxury spirits bottle can be. The brand – part of the Pernod Ricard group – has created a prototype crafted entirely from ultra-thin flat glass, a material more commonly associated with cutting-edge smartphones and high-precision watchmaking than with centuries-old cognac craftsmanship.

What makes this design groundbreaking is that flat glass is typically produced in large, smooth sheets valued for their strength, clarity and structural precision, not for sculptural, three-dimensional forms. Using it in this way – something nearly impossible in traditional glassmaking – represents a genuine technical leap on the part of Martell, which collaborated with Vitalink Technology Co for the project. The company’s vice president, Xu Ren, has expressed enthusiasm at the prospect of ‘bringing cutting edge precision engineering and material science to a tradition-led métier’.

‘We call the new process “glass origami”,’ continues Ren. ‘Folding and lasering advanced flat glass as thin as 0.7mm to create an ultra-lightweight, almost surreal bottle.’ Ultra-thin sheets are folded into the contours of a bottle, then fused using a laser-welding technique that allows for sharply defined lines and exacting angles – geometries conventional glassmaking simply cannot replicate.

Seams bonded by light give the vessel a futuristic, architectural quality: sleek, minimalist and super-precise. ‘We apply our optical lens knowhow to deliver exceptional clarity that fully reveals the beauty of the liquid inside, while state of the art precision manufacturing unlocks entirely new geometries and design possibilities that complement and honour the craft,’ explains Vitalink Technology Co’s CTO, SK Chong. The resulting form is one that feels as if it were lifted from the world of haute technology rather than the drinks cabinet, its surface finishing producing a gem-like brilliance that showcases the cognac like a luminous centrepiece.

But what does the bottle actually feel like? What’s the experience of holding it, of pouring from it? These are the details that true cognac drinkers want to know. The bottle is stronger, yet lighter, with a crystal clarity that elevates the liquid within, making the advantages of the design both practical and poetic.

This project is far more than an aesthetic exercise or limited-edition experiment. It is a prototype with real potential to reshape how brands approach luxury packaging with sustainability and technology in mind. As Martell’s global marketing director, Sebastien Borda, puts it, ‘Our prototype bottle isn’t just a design; it’s a bold, visionary statement that challenges traditional spirits aesthetics, positioning Martell as a leader of the luxury sector. [We’re] excited to embark on this groundbreaking journey in luxury packaging innovation.’

For Martell – a house founded in 1715 and renowned for centuries of craft – this model marks a decisive step into the future. Like the swift that symbolises the Maison, Martell is in motion: navigating new frontiers with elegance, precision and innovation.

martell.com