Launching a new cognac brand is not easy–even if your domaine (our house) has made it for some of the biggest brands in the world. However, guided by legacy and providence, two cousins recently launched Martingale Cognac.
Rooted in a century of tradition and and inspired by their family’s shared vision, Martingale was created by Founder/CEO Guillaume Thomas and Co-Founder and Master Blender Amaury Thomas, fourth-generation custodians of one of the most coveted domaines in the Cognac appellation. The Thomas cousins invited Andrew Weir, Co-Founder, Chief Commercial and Marketing Officer, on this journey to double down on the family legacy. Martingale marks the first ever branded consumer product from this esteemed domaine, despite their century-long history of making the finest Cognac for some of the most prestigious houses.
Guillaume, who spent 18 years in executive leadership roles within Pernod Ricard, was inspired to launch this venture to fulfill his family dream. “Our grandfather, Raymond, was a restless visionary and true entrepreneur,” says Martingale Cognac Founder/CEO Guillaume Thomas. “He was an important figure in the history of Cognac having helped sustain the protected status of the appellation through the post-war era. When faced with obstacles, instead of backing down, he doubled down and found his own martingale, his own recipe for success: hard work, genuine relationships, skills, and craft in Cognac making. We now have everything we need and while my while my grandfather didn’t get to embark on this journey, he was entrusting us as the next generation to create an exceptional Cognac from our own estate. It’s important for us to make our family proud and we embrace the new challenge and expectation to do just that.”
“We supply some of the most prestigious brands in Cognac and have built one of the most coveted vineyards and distilleries in the region,” adds Martingale Cognac Co-Founder and Master Blender Amaury Thomas, an agricultural engineer who has spent over a decade managing the family operations in Cognac. “In honor of my grandfather and our family’s ongoing success in Cognac, we have decided to select some of our finest eaux-de-vie to blend, brand and bottle for the very first time. Our grandfather always encouraged us to be bold and creative. To honor that, we have artfully selected and balanced eaux-de-vie from the top four crus in the area, ultimately creating a unique blend that is tailored to the tastes of this generation; one which delivers a fresher and more fragrant style of Cognac.”
With an innate entrepreneurial spirit, Weir’s hard work paved the way for this unique collaboration. With over 15 years of marketing and general management of building luxury spirits brands like Aberlour in the US, he shares his enthusiasm for Martingale, “This exceptional Cognac has certainly excited me and will energize the industry and consumers alike. Compared to other spirits categories such as premium whiskies and tequila, Cognac has seen relatively lower levels of innovation. Martingale is uniquely placed to augment and disrupt this iconic category. In my experience leading marketing plans and business growth for luxury spirits, I’ve always been drawn to genuine stories. Martingale’s story is quite incredible, from the vineyards to the distillery, the family chateau, and their obsession with quality. I love the paradox of a 100-year-old producer releasing their first ever product with a fresh, creative, and unexpected take. I am incredibly excited for us to share this story and exceptional liquid with the world.”
Through the family’s initial investment and the strength of the business plan, Martingale has garnered the attention of investors like D-Nice, Donnie Wahlberg and more. “Our motivated team and extended family of investors has shown an enormous level of confidence in the opportunity we have before us. We have created a global alliance of passionate individuals eager to embark on this exciting new chapter. This year, my grandfather’s vision and entrepreneurial spirit will be recognized on a whole new level with the unveiling of Martingale,” adds Guillaume.
Martingale Cognac is available now for $120.
