Home Food You can now keep it real with Martell’s new authentication & traceability feature

You can now keep it real with Martell’s new authentication & traceability feature

by Grace Sundram

When it comes to elegance and class in the case of cognacs, it is no doubt Martell comes to mind. Pernod Ricard Malaysia (PRM) announced that it will add an all-new traceability feature on Martell bottles, enabling consumers to reliably authenticate their product and engage with the brand in meaningful ways.

The feature, which applies to the group’s duty-paid Martell Cordon Bleu and Martell Noblige bottles, rolled out in phases starting in January 2020.


With the roll-out, each of the aforementioned Martell bottles will be assigned to a unique QR code which will be tagged to unique security code.

The newly incorporated QR code system does not require any downloading and is responsive to smartphone devices. To enhance security and safety, consumers are directed to follow two rounds of verifications — QR code scanning and inputting a three-digit unique code — which assures accessibility to legitimate products and prevents consumers from purchasing counterfeit alcohol.

To verify the product 

  1. Scan the QR code on the product and they will be directed to a website.
  2. Confirm they are of legal age by entering their birth year.
  3. Verify their product matches to the one displayed on the screen. Upon completion of the first round of verification, once the bottle is opened, consumers will be requested to perform the second round as follows:
  4. Input a three-digit unique code which can be found under the capsule of the bottle.


The website linked to the QR code will allow Martell to connect with consumers at the point of purchase when they are actively engaged. A user-friendly interface that contains product and brand information to give customers access to the Martell’s rich heritage as the oldest of the great French cognac houses and details about its collection of cognacs. Further down the line, this new initiative will create an opportunity to engage with Martell’s brand experiences, uncover new and exciting campaigns, and receive promotions.

Scan the QR code to refer to the step-by-step procedure:

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