Christophe Valtaud discusses Martell’s unique philosophy, and how he’s shaping the future of Cognac while staying rooted in its rich heritage.
, Martell’s esteemed Cellar Master, leads the charge in preserving and evolving the heritage of one of France’s oldest Cognac houses. With a scientific background and a deep commitment to craftsmanship, Valtaud is pushing the boundaries of tradition while ensuring Martell’s future in a competitive luxury market. Raised in the heart of the Cognac region, Valtaud comes from a family with a longstanding legacy of grape growing spanning several generations.
As the ninth-generation Martell Cellar Master, my focus has always been on preparing for the future, not just for myself, but for the next generation. Early on, I realised that my role wasn’t just about choosing a successor but about creating an environment where multiple individuals could eventually step into that leadership position.
A few years ago, we introduced a new VSOP in Singapore and across Asia. This was in response to evolving consumer trends, as people are increasingly moving away from bitterness. To adapt, we reduced the influence of wood, as the bitterness that comes from the wood is less desirable. It’s a similar shift to what we see in the wine industry as well.
While only a select few may be able to purchase these rare products, we also offer a range that lets consumers be part of the legacy, enjoying the same expertise and savoir-faire, albeit in a different form. It may not be the most prestigious option, but it’s still a part of Martel’s rich heritage, ensuring that everyone can experience a piece of this exceptional legacy.
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