Martell Non Chill-Filtered Breaks New Ground
For three centuries, the House of Martell has consistently pioneered new expressions of cognac, but none as refreshing as its first Martell NCF (Non Chill- Filtered). Most cognacs are filtered below 0°C , but Martell NCF is filtered at room temperature with the specific aim of preserving its full potential to unleash irresistibly smooth, expressive aromas when served with ice.
“Tonight, Martell invites you to ‘Enjoy the Unsuspected’ at this secret location. We are taking this big step in reaching out to you with Martell Non Chill- Filtered with a different taste, look, and experience. More surprises are in store for you to Light up the Night! Light up the Taste! Light up the Party! Light Up yourself,” shared Sébastien Mouquet, Managing Director of Pernod Ricard Malaysia.
The exclusive by-invitation launch party was kept under wraps, with guests only knowing where the meeting point was. With a welcome drink, they were transported to the secret venue, only to discover a fully transformed Yacht Club. The Martell NCF Dockyard Light Up Party showcased motion sensors in a light tunnel, glow-in-the-dark spray paint, copper mapping imagery and a convoy of Light-Up bikes.
Party-goers used the specially developed Martell Light Up app to officially light up the night and launch the Martell NCF. The night was filled with sensorial performances, completed with an adrenaline-fueled female DJ battle featuring DJ Pennie, DJ Nikki, DJ, DJ Bluwie, Cassie D (Indonesia), DJ Wie (Korea), DJ MissFlorie (Philippines) and DJ Sfefanya Morgan (Indo/US). Guests were also served seven different cocktails, each crafted to bring out the smooth cognac with fresh and fruity notes.
The light-reflective metallic copper coating of the Martell NCF bottle glowed brightly throughout the night. Translucent at the top, it fades to full transparency at the base of the bottle to reveal the lush amber-gold of the cognac. The transparent label evokes the filtration process with a series of glossy white lines, which glow in the dark under UV lights.
Tasting Notes & Serving Ritual
Martell NCF is smooth with fresh and fruity notes. It can be served on its own, with a mixer (e.g. soda water) or a dash of freshly squeezed orange juice with ice. It offers a refreshing new option for men and women – an easy signature drink.
Two unique serving rituals have been developed to reflect the dynamic style of Martell NCF. The Martell Ice-Pool is a two-tier tray. When a tab is pulled, the Martell NCF shot glasses on the top drop into the mixer on ice in highball glasses at the bottom. The Martell Frappé ritual, meanwhile, focuses on a cutting-edge shaker which lights up when it is shaken.
The development of Martell NCF is a global breakthrough as it is the first time a cognac house is using the Non Chill-Filtered technique to create a cognac revolution.