On a night when New York City was filled with incessant rain, nothing could put out the heat of Martell. The renowned French cognac hosted an event just in time to ring in Bastille Day with French flair and its bold new “Make It With Martell” cocktail experience in Harlem at Native.
The private, invite-only pilot event marked the start of a revolutionary road tour that will visit key U.S. cities this year – bringing Martell’s centuries-old savoir-faire to the forefront of modern mixology.

The oldest of the great cognac houses is putting a spotlight on the quintessential French spirit as a go-to base for beloved cocktails, defying expectations, traditions, and rules. In tribute to its rebellious French roots, Martell’s activation series will deliver new cocktail traditions that put a spotlight on the Maison’s singular cognacs.

Maison Martell’s signature process involves the removal of all sediments, distilling only clear wines for its exquisite cognac blends. In this way, the House bottles the true essence of French grapes, delivering a smooth, rich taste that elevates any serve.

Classic cocktails made with the prestigious cognac are perfectly balanced, rich in flavor and deeply aromatic. The new Make it with Martell series will show off a range of hacked classics featuring Martell V.S and Martell Blue Swift, the world’s first V.S.O.P cognac finished in bourbon barrels, celebrating three centuries of savoir-faire with a compelling interpretation of modern cocktail mixing.

With signature complexity, Martell cognacs are defying the classics. Their rich, aromatic nature adds nuance and balance in a way that delights the palate and liberates drinkers from their expectations. A classic Bourbon Smash, for example, made with Martell’s signature profile imbuing fresh white grapes and vineyard-forward flavors, highlights the House’s French roots with a balanced, invigorating take on the traditional serve. Similarly, the House’s take on other popular classics like an Old Fashioned, Negroni, and Margarita demonstrate Martell’s ability to elevate any libation with the true essence of French grapes.

Make it with Martell is a private event that invites guests to embark on a seamless brand journey – first experiencing the essence of Martell, then discovering how it boldly redefines classic drinks through a series of cocktail-specific pop-ups led by Martell National Ambassador Jasmin Goldstein and cognac educator Ms. Franky Marshall:

• Roulette Revolution: A dedicated bar takeover featuring a cocktail roulette wheel for those with a taste for chance
• The Smash Bar experience brings bold cocktail theater to center stage—turning the hero Martell Smash into a moment of performance where bartender flair, hand-muddling, and dramatic grape pressing create a ritual as memorable as the cocktail itself.
• A sensory-driven grape station invites guests to experience the heart of Martell from grape to glass. In three simple steps, guests will be guided to discover the essence behind the liquid: clarity, craftsmanship, and origin.

Martell will take the show on the road this year, bringing private trade experiences that introduce a whole new set of shockingly smooth cocktails to markets like Atlanta, Washington DC, and Los Angeles.

To learn more, please visit Martell.com or follow along on Instagram at @MartellUSA.