Prestigious French cognac house explores flat-glass bottle concept

Martell, the world-renowned cognac house under Pernod Ricard, today announces a revolutionary step in luxury packaging with the exploration of a prototype bottle crafted entirely from flat glass.

Manufactured in a flat form, with highly parallel and smooth surfaces, flat glass, known for its use in high-end technology, is produced in large sheets and primarily used for its transparency, strength, and ability to be cut into various shapes. Optimising the benefits of flat glass, a sleek and cutting-edge prototype has been crafted, marking a significant transformation in packaging design within the spirits industry and beyond. Advancing these new technologies in packaging, Martell and Pernod Ricard are showcasing their unwavering commitment to pushing boundaries in the luxury sector.

The pioneering initiative has been developed in partnership with manufacturing and technology expert Vitalink Technology Co. When it came to choosing a partner, the house opted for a company that was acclaimed not just for its technology innovation but for its manufacturing expertise of luxury goods. By looking at how techniques from other product categories, such as Swiss watches and smartphones could be applied to spirits, Martell & Vitalink Technology Co. have capitalised on a technology inspired by the idea of “glass origami”, utilising the benefits of flat glass that can be moulded to create an ultra light bottle.

Together, their ambition is to bring high-precision and futuristic packaging to luxury spirits, setting a new standard for the industry.

• The Material: The bottle benefits from the advanced flat glass that is typically reserved for smartphones, boasting a superior strength-to-weight performance. The use of thinner glass significantly reduces the level of material required in the manufacturing process, resulting in a lighter bottle with an enhanced sensorial experience.
• The Process: The technology optimizes a futuristic "glass origami" style, achieved by folding ultra-thin glass into bottles, with laser-welding the seams. Specific and advanced laser bonding technology creates an opportunity for sharp, straight, and exact angles, previously unattainable in glass bottle manufacturing, creating a sleek and innovative design.
• The Design & Finish: A precision surface process provides a luxury and gem-quality finish. Offering optimum clarity and transparency, the bottle’s uniform thickness elegantly showcases the beauty of the liquid within, while opening up new design opportunities for future expressions.

Maison Martell is excited to embark on this groundbreaking journey in luxury packaging innovation. Our prototype bottle isn’t just a design; it’s a bold, visionary statement that challenges traditional spirits aesthetics, positioning Martell as a leader of the luxury sector. This initiative aims not only to redefine luxury packaging but to powerfully demonstrate Martell’s unwavering commitment to challenging the status quo.

Global Marketing Director at Martell, Sebastien Borda

Bringing cutting edge precision engineering and material science to a tradition-led métier, we call the new process “glass origami” – folding and lasering advanced flat glass as thin as 0.7 mm to create an ultra-lightweight, almost surreal bottle.

Xu Ren, Vice President, Vitalink Technology Co.

We apply our optical lens knowhow to deliver exceptional clarity that fully reveals the beauty of the liquid inside, while state of the art precision manufacturing unlocks entirely new geometries and design possibilities that complement and honor the craft.

SK Chong, Vitalink Technology Co.’s CTO

The benefits of this breakthrough are multifaceted, including optimized material usage, an enhanced strength-to-weight ratio, and extraordinary clarity that magnificently highlights the liquid inside. These qualities inherently open up boundless design opportunities. Although presently a prototype, the bottle demonstrates immense potential for future widespread implementation.