From elevated cognac cocktails to a limited-edition streetwear collaboration, Maison Martell’s latest campaign in Malaysia aims to bring a fresh twist to classic bar culture.
Classic cocktails are getting a distinctly cognac-forward refresh with the launch of Maison Martell’s new “Make It With Martell” campaign in Malaysia, a global initiative encouraging drinkers to rethink familiar serves through the lens of one of France’s oldest cognac houses.
Running from May through August, the campaign is rolling out across a selection of bars in Malaysia, inviting patrons to order classic cocktails “made with Martell” while also participating in a rewards programme offering everything from branded merchandise to limited-edition apparel.
At the centre of the campaign is the idea that the choice of spirit meaningfully changes the final drink. Martell points to its long-standing production methods – particularly its exclusive use of clear wines during distillation – as a defining characteristic that gives its cognacs a lighter, fruit-forward profile that integrates smoothly into cocktails without overpowering them.
In practical terms, that means familiar drinks served with a slightly different personality. At participating venues, guests can explore specially developed cocktail menus featuring Martell-based interpretations of classic serves.
The campaign begins with two well-known Kuala Lumpur bars: Penrose and Lavantha, both founded by Malaysian bartender Jon Lee, who is also serving as the local ambassador for the campaign. Penrose, notably, recently ranked No. 10 on Asia’s 50 Best Bars 2025 list.
Alongside the cocktail push, Martell is also leaning into lifestyle culture through a collaboration with Malaysian creative collective Rotten Paradise. The resulting capsule collection, titled Night Shift, takes inspiration from late-night bar culture, cocktail rituals, and hospitality aesthetics, translating them into contemporary streetwear pieces.
The collaboration adds an interesting dimension to the campaign, acknowledging how modern cocktail culture increasingly overlaps with fashion, music, design, and nightlife identity. Rather than treating the bar as simply a place to drink, the campaign positions it more broadly as a cultural space.
KICKING OFF WITH STYLE AT KL COCKTAIL WEEK
The Night Shift collection was officially unveiled during Kuala Lumpur Cocktail Week at Sentul Depot earlier this month, where Martell also showcased a pair of cocktails developed around the campaign concept.
Among them was the Fine à l’Eau, first introduced in Kuala Lumpur by Martell Global Mixologist Rémy Savage. The drink offers a contemporary riff on the classic cognac-and-water serve, relying entirely on grape-derived ingredients to create a lighter and more refreshing profile.
Also featured was the Spitfire Fizz, a fruitier and more approachable serve combining Martell cognac with peach, raspberry, and sparkling elements for a bright, easy-drinking cocktail.
Meanwhile, the campaign’s Swift Rewards programme adds a gamified element to the experience. Consumers can earn points through various interactions and activities, later redeeming them for rewards including Martell bottles, branded merchandise, and pieces from the Night Shift collection.
While spirits brands have long associated themselves with cocktail culture, Martell’s campaign feels particularly tuned into the growing sophistication of Malaysia’s bar scene, which has evolved considerably in recent years. Kuala Lumpur, in particular, has become home to an increasingly ambitious cocktail community, with several bars now regularly appearing on regional and global rankings.
For Martell, the campaign appears to be less about reinventing cocktails entirely and more about nudging consumers toward a more intentional choice at the bar – one that subtly changes the texture, balance, and flavour profile of familiar drinks.
And in a nightlife culture increasingly shaped by aesthetics, storytelling, and experience, pairing cocktails with collectible streetwear perhaps feels less unusual than it once might have.
For more information, participating bars, and the Night Shift collection, visit:
Martell Malaysia – Make It With Martell
Follow Martell:
