Martell, founded in 1715, may be the oldest of France's great cognac houses, but that doesn't mean it can't change the way the world thinks about fine French spirits.
The brand has just revealed plans to launch Blue Swift, the first-ever Martell VSOP finished in Kentucky Bourbon casks imported from the U.S.A.
Sacrilege in some circles, but an appealing prospect in ours. Martell calls the move an homage to "the essence of the curious and audacious spirit of founder Jean Martell," who established the brand 300 years ago.
Martell was guided by the flight of a swift on his original journey from the island of Jersey in the UK to Charente, France, where he set up shop as a brandy merchant.
And we've been reaping the rewards ever since....