Martell Rolls Out XXO Cognac

By Neat Pour Staff |

For almost a century, no cognacs with the designation XXO were produced. Then in 2018 XXO was officially approved by the National Institute of Origin and Quality (INAO). A category was born. This week, Martell jumped into the new sector, introducing Chanteloup XXO.

Chanteloup XXO 

Chanteloup XXO is a blend of 450 eaux-de-vies spruce from four different terroirs in the Cognac region.

Neat Pour has not tasted the cognac yet. So, all we can report is a note from the publicist who describes the juice as rich and complex.

Befitting a super-luxe cognac, Martell staged an over top rollout for Chanteloup XXO. A Paris gala was catered by Michelin three-star chef Guy Savoy. Famed acrobat and choreographer Yoann Bourgeois also put together an insane trampoline performance to unveil the new product.

The New Designation

Like all things French, there are a ton of rules involved with labelling cognac. So, when Hernessy tried to launch XXO Hors d’Age Cognac in 2017, there were issues. 

The INAO immediately ordered Hennessy to cease-and-desist; after all, you can’t just create a new classification. Hennessy launched an appeal and argued that there’s history. Indeed, the veritable house rolled out an XXO in 1872 before discontinuing the expression in the 1930’s.

The INAO relented after a year. The Bureau National Interprofessionnel du Cognac (BNIC) then made it all official, classifying cognacs with 14 or more years of age as Extra Extra Old or XXO.

Soon, the Hennessy was back on the market and this week, Maison Martell jumped in as well.

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