Martell campaign pairs classic cocktails with streetwear collaboration

Martell has launched its global “Make It With Martell” campaign in Malaysia, combining cocktail culture, rewards-based consumer engagement and a limited-edition streetwear collaboration with Malaysian creative collective Rotten Paradise.

The campaign, which runs from May to August, invites consumers at participating bars to order classic cocktails by asking bartenders to “Make It With Martell”. According to the brand, the initiative aims to highlight how cognac can create a smoother, more balanced and flavour-forward cocktail experience.

The rollout begins with Kuala Lumpur bars Penrose and Lavantha, both founded by Malaysian bartender and “Make It With Martell” ambassador Jon Lee. Penrose was recently ranked No. 10 on Asia’s 50 Best Bars 2025 list.

Martell said its production process distinguishes it from other cognac houses, noting that it distils exclusively clear wines to capture the essence of French grapes. The company said this approach allows the spirit to integrate more seamlessly into classic cocktail recipes without overpowering the drink.

As part of the campaign, participating venues will offer specially curated cocktail menus featuring Martell-based interpretations of classic serves.

Alongside the bar activations, the company has introduced “Swift Rewards”, a programme allowing consumers to collect points through tasks, quizzes and daily check-ins. Points can later be redeemed for rewards including Martell bottles, branded merchandise and the limited-edition apparel collection.

Streetwear collaboration reflects nightlife and cocktail culture

The campaign also marks the debut of “Night Shift”, a capsule streetwear collection developed in collaboration with Rotten Paradise. The collection draws inspiration from cocktail culture, bar rituals and late-night creative communities.

Liew Pooi Wan said the campaign was designed to encourage consumers to think more intentionally about cocktail choices.

“Cocktail culture is built on small decisions at the bar, and classic cocktails are where those decisions matter most — they’re familiar, timeless, and make the impact of every ingredient more noticeable,” she said.

“We want Martell to be part of that moment. ‘Make It With Martell’ gives people a clear way to choose differently and understand what that choice does to the drink.”

The Night Shift collection and campaign cocktails were unveiled during Kuala Lumpur Cocktail Week 2026 at Sentul Depot on May 2.

At the showcase, guests were served cocktails including Fine à l’Eau and Spitfire Fizz, both reinterpreted with Martell cognac. The drinks were presented by the team behind Penrose, alongside Martell Global Mixologist Rémy Savage.

Martell said the campaign reflects its broader effort to position cognac within contemporary cocktail and lifestyle culture, extending its presence beyond traditional drinking occasions into fashion and everyday consumer experiences.