coronation of George V, on the maiden voyage of the RMS Queen Mary, and on board the Concorde. In 1987, Seagram took control of Martell in a deal worth around $600 million, reportedly attracted by cognac's high profit margin. According to the Wall Street Journal, Seagram largely neglected the brand, and while other cognac producers experienced a boom in the 1990s, driven by increased consumption among African Americans, Martell's sales declined. By 1998 it was selling less cognac in the United States than all of the other big four producers. Seagram was broken up in 2001, and Martell was acquired by Pernod Ricard. Pernod repositioned the brand, making efforts to attract new consumers with multiple new product lines: Martell XO (released 2005), Martell Création Grand Extra (released 2007, in a bottle designed by the artist and glass designer Serge Mansau), L'Or de Jean Martell (released 2009). In 2011 the marque Martell expanded into an "ultra-prestige" range with Martell Chanteloup Perspective, a tribute to the know-how of the cellar masters and to the Domaine de Chanteloup. In 2006, Martell joined the Comité Colbert, an association that promotes French luxury houses on an international scale. In 2010, Martell renewed its sponsorship with the Palace of Versailles, which began in 2007, by supporting the restoration of the Queen's antechamber. Products Martell selects crus from the Cognac region: Les Borderies, Grande Champagne, Petite Champagne and Fins Bois. Martell VSOP Médaillon Martell Noblige Cognac Martell Cordon Bleu Martell XO Martell Chanteloup Martell Création Martell Cohiba Martell L’Or de Jean Martell Blue Swift Marketing Martell sponsored the Grand National horse race between 1992 and 2004. Like its chief rival Hennessy, Martell has targeted African American consumers in the United States. In 2022 it teamed with Janelle Monáe in a campaign celebrating black mixologists. In popular culture A bottle of Martell Cordon Bleu can be seen in the opening scene of Apocalypse Now, on the bedside table of Captain Willard (played by Martin Sheen). See also Cognac Hennessy Pernod Ricard Cocktails made with cognac or brandy References External links 1715 establishments in France Cognac Distilleries in France Pernod Ricard brands French companies established in 1715 Food and drink companies established in 1715