Cognac oftentimes goes through a chill filtering process in which the spirit is cooled to somewhere between -10° to 4° Celsius (the median being 0°) in order to remove unneeded residues – a practice common among manufacturers. Not so much with the House of Martell. Ever so resilient in their disruptive ways, it is now introducing its first non-chill filtered cognac in the Martell NCF. For the uninitiated, on a very obvious level, a non-chill filtered cognac would turn hazy when served on the rocks, but for connoisseurs, it also means smoother, longer finish that convey extra flavours and textures – especially so on ice.
Naturally, Martell introduces two ice-enhanced drinking rituals to take advantage of that. The Martell Ice-Pool is a two-tier tray that adds to the hazy quality of the drink by releasing ice-blue mist. Shot glasses sit on the top tier with mixers on ice below, pull a tab and voila! Then, the Martell Frappé is very simply a shaker that lights up when, well, shaken – very literally taking Martell NCF’s tagline ‘Light Up the Taste’.
This focus on aesthetic is defined by the bottle design as well; light-reflective metallic copper coating gives the Martell NCF bottle almost a luminous sheen, and its transparent label glows in the dark under UV lights.
The launch of Martell NCF, Martell Light Up Party, went down on Thursday 24 November ’16 at Royal Selangor Yacht Club, Port Klang. Keep your eyes peeled on JUICEOnline for a full rundown of what happened.