STEWARDS OF TRADITION

As the 9th generation of the Martell family, AMAURY and THIERRY FIRINO MARTELL share how they are embracing the spirit of innovation to preserve and protect their family's rich legacy.

- KIRAN PILLAY

A sweeping Growing up in the small French city of Cognac, brothers Amaury and Thierry Firino Martell enjoyed a charmed life. Surrounded by picturesque views, they learned about the finest brandy at their father’s knee. Representing the 9th generation of the Martell family today, the brothers are keenly mindful of their heritage. Together, they uphold tradition while embracing the spirit of progress and innovation, building on historical savoir-faire to reach new heights.

The first time Thierry tasted Martell cognac with his father, they were along the Charente River. He taught us the right way to drink cognac and to appreciate it. Take the time to indulge in the colour and aroma as you gently swirl your glass between sips.” The experience instilled in young Thierry a deep-rooted appreciation for the innate beauty of his father’s work.

“Amaury and I started to work in the family vineyards at a very young age. It was important to our father that we would know how cognac is made,” Thierry says. Fully invested in the artistry of cognac production, the brothers have always understood that quality starts from the vineyard. This is not just alcohol you mindlessly produce and sell overseas. You must know how to cultivate a vineyard and grow grapes. This is the first lesson we learned together.”