MARTELL COGNAC - 1864 TO 2017

The following table is neither complete nor 100% accurate. It is an ongoing effort to record information available from Martell advertising and other published documents between 1864 and today. Martell was prolific in creating advertisements for their brand since the beginning of the 20th century. Most of their advertisement shows their product in detail which makes it the perfect tool to identify the features of each bottle through the years.
Many dates are approximate and all data is subject to change as I refine my research. Please use information with care and keep in mind that there could be unintentional errors in the table.
A recent major update to the table (December 2017) is the result of researching the Martell Trademark application archives which link labels and identifying marks to specific dates. I have also added information that a few Martell collectors have kindly shared with me.
I recently discovered that I had made a mistake interpreting advertising drawings. What I saw as "3-star grade markings" on the bottom of the capsules in early 1900 advertisements is in fact grade markings on the corks, visible through the glass. This is of major importance when verifying authenticity of higher grade bottles. The cork grade marking must match the label.
If you notice any errors or have additional information let me know. If you have photos of old and unusual Martell cognacs or advertisements I would love to publish them.
Please contact me at michael@Vieuxcognacs.com

YEAR ADVERTISEMENT CLOSE-UP COMMENTS BOTTLE No.1 BOTTLE No.2 BOTTLE No.3 REMARKS/COMMENTS
1864

The first recorded use of the famous Arabesque label attached to a 1864 application for Trademark. No Data No Data No Data Note that the label indicates "Old Brandy" not "Very Old Pale". The banner above the Martell Shield indicating "Trademark on Capsules & Cases" was not added until later. The label is signed "O. NISSOU - DÉPOSÉ". Only these small details distinguish it from Arabesque labels used until the 1960s.
I have never seen a Martell bottle with this old label - full or empty.
1874 The first recorded use of the "J.&F. MARTELL." label in the 1874 application for Trademark. Variations of this label have been used on many of Martell's High Grade cognac bottles through the years.
 No Data No Data Note that the label has no grade indication.
The shield shows the three hammers symbolic of the house of Martell (Martel=Hammer in old French) and the swallow sitting on top of the shield. These motifs have been reprised in numerous forms in the Martell Cognac packaging over the years.
The bottle is a VVSOP from 1895-1917 era. The main label is identical to the one in the 1874 Trademark application. The "Blue Crescent" collar label was first used in 1887, but only for 1-Star, 2-Star, 3-Star, VO, VSO, VSOP and WSOP grades. The VVSOP grade label wasn't trademarked until 1895.
1878 By the year 1878 the Martell Arabesque label has reached its modern version. The banner above the Martell Shield indicating "Trademark on Capsules & Cases" has been added. The grade designation reads "Very Old Pale".
This label was affixed to a 1878 Trademark application form.		 No Data No Data The bottle is a very old 3-star Martell Cognac. It is probably no older than 1887 because of the "Blue Crescent" grade label which was registered that year for the first time. Martell's first use of any grade indication was in 1885 when 1, 2 and 3 stars were burned into the corks.
1899 Paper label, cork and capsule details described in 1899 Trademark catalog.

Note that the label indicates "Very Old Brandy" not the more well known "Very Old Pale".		 No Data No Data Actual old label from pre-1900 bottle but with "Old Brandy" designation, Not "Very Old Brandy". I have found very few photos of pre-1900 bottles found to date.

The security features described in the Trademark catalog are critical to determining the authenticity of old Martell bottles. In particular the hammer-embossed capsule logo and the cork markings - that include the cognac grade - should be verified when dealing with very old Martell cognacs.
1902 This is an advertising poster, not a printed advertisement. It shows one 3-Star Very Old Pale bottle as well as cases marked 1-Star, 2-Star, 3-Star, VO, VSO, VSOP, VVSOP and EXTRA.

No Data Since this advertisement was not printed in a publication it is difficult to put an exact year on it. The features of the bottle are identical to the one in the 1909 advertisement except for the blue capsule. Use of painted capsules could easily pre-date 1909 with the silver capsule being a variant. My best argument behind choosing 1902 is the fact that all the grades of cognac listed on the cases were on the 1902 Martell trademark applications. Before 1895 the VVSOP was designated WSOP and after 1909 ESOP and VVESOP grades would probably have been included on the poster.
1903 Product advertising poster from around 1903 (Best guess). As with the poster above it is difficult to put an exact year on this drawing. From the cognac types listed it appears it is of approximate same vintage. There is no 1909 Content Guarantee statement on either label which suggests a pre-1909 document. The VO and VSO grades both appear on the older Trademark applications (1887, 1890 and 1902) while the newer grades VVESOP and ESOP (1910) are not included in the list. There may be a year listed in lower right corner but it is not legible.





Photos of two old bottles that closely match the bottles on the poster. The collar labels and and main labels are all from pre-1905 Trademark applications. The only discrepancy is the use of the silver foil on the VOP bottle.
1905 This is an undated metal advertising sign. It shows one 3-Star Very Old Pale bottle as well as an open wooden crate marked 3-Star. The bottles are packed inside hay "bundles" which was a common practice in that era.

No Data This panel is similar to the poster above in artistic style and the product features are identical. It is difficult to put an exact year on it but 1900-1909 is probably the correct range.
1909 The VOP has a short light (silver) foil Capsule with cork. Single Paper label. USA importer: G.S. Nicholas & Co.

Ad also features an "ESOP" grade cognac with a dark (blue) foil capsule. The ESOP main label is a duplicate of the 1874 label and the neck "grade label" was Trademarked in 1878.



Photos of two of the oldest bottles of "commercially" packaged Martell that I have seen to date. Probably 1900-1912. VVSOP bottle could be as old as 1895. Note the grade ESOP does not appear on Martell trademark applications until 1910 when it is designated as "Over 40 years".

The VSOP "collar label" is from an 1878 Trademark application.
1909 While the 1909 advertisement above still shows the plain arabesque label without text box at the bottom, Martell filed for Trademark on the Arabesque label with the legal guarantee notice regarding origin in 1909, the year the decree was passed. It is probable that most cognacs lacking the legal notice were bottled before 1909.
The label pictured to the left was affixed to a 1909 Trademark application form.		 No Data Very rare 2 star bottles without MARTELL rectangular label. These are from 1909-1927 period.

Note that the foil is blue as seen in the 1919 advertisement not silver as in the 1909 advertisement. There is no exact record of when Martell switched the foil color. We can speculate that the VOP bottles with silver foil capsules are from "1909 or earlier" and those with blue capsules from "1910 or later".

It is also important to note that all Martell foil/lead capsules should have a hammer embossed Martell shield on the top. This security feature was added and Trademarked in 1873.
1910





Main label and matching collar crescents from 1910 Trademark application.
The 25-year old cognac was designated "FINE" and the 50-year old "VERY BEST" on the main label (Not shown). This marks the first time a grade designation description and age guarantee was added to the main J & F. Martell label.		 While the various grade designations (VO, VSO, VSOP, WSOP) were introduced on the blue collar labels in 1887, no age guarantee was implied until the change in the main labels in 1910. This would be the first step toward creating a series of individual products rather than one type of cognac with various grades.
Note that in 1910 the 40-year cognac could also be designated "VVSOP".
The first bottle is an original 1910 ESOP. The second bottle is a 1922-1927 VVESOP. The first use of rounded corners on the main label (as on this bottle) was 1922. Also notable is the grade designation stamped on the cork. Letters V & E are discernable in this low quality photo.
1914 No Data Arabesque label from 1914 Trademark application - Note "OLD BRANDY" designation same as 1864 label. 1909 legal designation notice included on bottom of label. No Data No Data No Data
1919 Short Blue Foil Capsule with cork. Single label no "MARTELL" label.

No Data Note that advertisement mentions 1-star, 2-star and 3-star grade VOP. The lower grades were sold to low cost customers and most were probably consumed rapidly so very few bottles are found today.

The drawing of the bottle shows the cork protruding below the foil and a visible marking of the cognac grade. This feature is common to all the corked bottles until the 1930s and used to prevent tampering with the cognac grade labels. This feature is clearly visible in the enlarged photos of the 2-Star bottle from this era and the 3-Star from 1909.
1922 1922 Product Introduction Sheet:
Two different High Grade Cognacs. Foil Capsules with capped cork. Foil stamped with tear line. Horizontal J&F Martell Cognac text and logo on side of foil capsule.
Ribbon (Cordon) riveted under foil edge. Paper label applied over ribbon.
First Martell label with rounded corners.
Single label no "MARTELL" label.


No Data Three different bottles sporting blue ribbons appeared simultaneously in a 1922 advertisement and Trademark applications that same year. The 35-year old “Fine Liqueur Brandy” shown here is probably the same cognac as the Cordon Bleu, in a different package. The 20-year old “Old Liqueur Brandy” - also adorned with a blue ribbon - is an early incarnation of the future VSOP or Medaillon Cognacs. Note the different lettering used in the words “J&F Martell” only on the 20-year old label. This lettering differs from all other Martell labels but was carried forward at least until 1926 on all “Old Liqueur Brandy” labels. I believe the ribbon was dropped after 1922 to avoid brand confusion. While Martell continued to use a mix of square and rounded corners any label with round corners can conclusively be dated as post-1922. Any "J&F Martell white label" with square corners is likely from a pre-1922 bottle.
1922 1922 Trademark Registration
This is the first time the words "CORDON BLEU" officially appear on any Martell product. This label was submitted as an official Trademark in 1922. The CORDON BLEU crescent was registered in 1923 but also matches the one on the 1922 bottle to the right.		 No Data The year 1922 was a significant milestone in Martell’s history. While the Company still claims that the Cordon Bleu originated in 1912 their Trademark applications do not bear that out. The blue fabric ribbon connecting the capsule to the main label appears for the first time in another 1922 Trademark application. Since Martell was extremely prolific in filing for Trademark protection - often with a dozen or more applications per year - it is inconceivable that the Ribbon or the name “Cordon Bleu” (ie “Blue Ribbon”) was used for 10 years before being officially registered. Martell could claim that the blend which became known as “Cordon Bleu” was created in 1912 and sold under the ESOP or VVSOP designation. This bottle uses the name CORDON BLEU on the main label and does not state an age. The following year the Cordon Bleu label used the “Fine Liqueur Brandy - Guaranteed 35 years in casks” statement but the "Cordon Bleu” designation was moved to the crescent collar label. In fact the name Cordon Bleu did not return to the main label until 1929. Any bottle using this exact label can only be from 1922 and can legitimately claim to be “the first” real Cordon Bleu made by Martell.
1923 This 1923 Product Introduction Sheet may be the first time the "CORDON BLEU" was presented to the public by Martell. The version on the Trademark registration submitted in 1922 does not appear on any other document to my knowledge. This 1923 cognac uses the Cordon Bleu Crescent Label from 1922 combined with the "Fine Old Brandy" label also from 1922.



No Data This very dirty bottle has the same main label as the one on the Product Presentation sheet but the crescent also carries an age designation (35 years). That crescent label was on a 1926 trademark application so I estimate this bottle to be from the 1925-1926 era. Because Martell used this vintage product sheet to promote the 100-years anniversary of the creation of Cordon Bleu in 2012 many collectors have assumed it is a 1912 ad.
1923 No Data This original label was submitted to the Trademark Office in 1923. This same style of label - without the legal notice at the bottom - had been submitted several times before, including in 1919. While the legal certification notice was added to the "arabesque" label as early as 1909 it appears that 1923 was the first year it was used on this type of label. No Data This extremely rare VVESOP bottle has the "1923" version of the white label. The VVESOP designation was never officially submitted to the trademark office. Full sets of the blue "half-moon" grade labels were submitted several times for Trademark registration starting in 1887. They include WSOP and VVSOP grade designations but never the VVESOP so this grade remains somewhat mysterious. From the combination of labels and the lack of a MARTELL band above the main label this bottle can be pretty accurately dated to 1923-1927.
1923 This advertisement is unique as it carries an official publication year in the slogan. "Created in 1715 under the Sun King - It still shines as brightly in 1923". The 3 star VOP bottle is shown with a short foil capsule exposing the 3-Star grade designation on the lower part of the cork. Single "Arabesque" label without the 1909 legal notice. Advertisement still shows the same bottle design as this pre-1909 bottle.

The second bottle is very rare 1909-1927 era VSO bottle has similar features.
Note the grade designation burned into the cork just below the foil. Along with the Martell stamp on top of the lead capsule this almost guarantees the authenticity of the bottle.
1925 Short Foil Capsule with cork. Single label no "MARTELL" label. Three stars grade burned into cork and visible below the capsule foil.
There is an added text section at the bottom of the main label.
Very Similar to 1923 advertisement.		 Very rare 2-Star bottle pre-MARTELL rectangular band.
Also a 3-Star bottle without the Martell band. Both are from 1909-1927 period.
Cork grade markings can be seen on both bottles. The close up is from the 3-Star bottle.
1925 This advertisement also includes and official publication date. Short Foil Capsule with cork.
Single "Arabesque" label with the 1909 legal notice at the bottom.
Otherwise bottle features are not very clear.		 No Data No Data Bottle is likely from the 1920s and matches the one in the advertisement.
1926 Short Foil Capsule with cork. Single label no "MARTELL" label. Blue "Arabesque" label with the 1909 legal notice at the bottom. No Data No Data No Comment
1928



This drawing appears on a 1928 trademark application form. This is the first time that the band appears above the main label. Foil Capsule with capped cork and stamped tear line. Horizontal J&F Martell Cognac text and logo on side of foil capsule.
A blue fabric ribbon - Cordon Bleu - is riveted under foil edge. The crescent label, the MARTELL band and the main label are applied over the ribbon.		 No Data No Data The main label remains identical to the one used in 1923-1924 except for the content guarantee paragraph - like the one on the VOP labels - added to the bottom. Martell also applied for trademark on an English and a Spanish version of this bottle the same year.
I have not seen an actual bottle with this type of label and I believe it was only produced for one year. The bottle shown here for illustration purpose is from 1930 and has a different main label.
1929 This product presentation board from 1929 shows a Cordon Bleu with a new main label as well as a bottle of Extra grade cognac (50-70 years in casks).





On the main label the words "CORDON BLEU" have replaced the description "FINE LIQUEUR BRANDY" from the 1928 label.

The EXTRA bottle has no ribbon which is consistent with Martell's goal to establish unique brand recognition for the Cordon Bleu. Very notable is the visible "EXTRA" stamped into the cork below the edge of the foil. Martell used short foil capsules for the specific purpose of letting the consumer verify the grade of cognac directly on the cork, making grade label tampering impossible.

The plain white J&F Martell label from 1874 - with no grade or product designation - is still in use on this high grade cognac in 1929.
1929 Very Old Pale Travel Flask:

Large Name Logo used for the first time.
Also first appearance of the Spring Cap advertised as "the most practical closing system in the World".		 No Data Two examples of old flasks with metal goblet and spring cap. Although the spring cap appeared on this flask in 1929 it did not migrate over to the Very Old Pale bottles until 4 years later.
1929 Very Old Pale Travel Flask: With and without the metal goblet. Beautiful advertisement/introduction artwork for these new bottles. Flask on the right is a UK export, probably 1940s, but design changed very little over the years. Note that the older bottle has a single piece main label while on the newer one the MARTELL is one a separate label.
1930 Foil Capsule with capped cork. Foil stamped with tear line. Horizontal J&F Martell Cognac text and logo on side of foil capsule.
Ribbon (Cordon) riveted under foil edge. Paper label applied over ribbon.
Large letter "MARTELL" rectangular label located above main label.

No Data Identical to the bottle on the 1929 presentation board.
1931 Very Old Pale & Cordon Bleu:
French advertisement Stating "Prefered for Two Centuries"
VOP: Short Foil Capsule with cork.
Cordon Bleu: Foil Capsule with capped cork and stamped tear line. Horizontal J&F Martell Cognac text and logo on side of foil capsule.
Ribbon (Cordon) riveted under foil edge. Paper label applied over ribbon.		 The Cordon Bleu is identical to the 1929 and 1930 versions shown above. VOP identical to Menu card below.
1931 Short Foil Capsule with cork.
Large letter "MARTELL" rectangular label located above main label.
There is a text section at the bottom of the main label.
Three stars on cork visible below capsule foil.		 No Data These bottles are from around 1931. The cork on the right is too deteriorated to see the 3-star marking below the foil capsule as illustrated on the 1931 Menu Card.
1931 Foil Capsule with capped cork. Foil stamped with tear line. Horizontal J&F Martell Cognac text and logo on side of foil capsule.
Ribbon (Cordon) riveted under foil edge. Paper label applied over ribbon.
Large letter "MARTELL" rectangular label located above main label.

This drawing is an official Martell product identication board. These type of illustrations were used to officially introduce a product and sometimes also used in Trademark applications. The bottle is identical to 1929 and 1930 Cordon Bleu.
1932 At first this bottle appeared to be an anachronism. It uses the 1933 label & capsule but the 1931 bottle shape and collar label.
Since there is no record of this combination of features in advertising or trademark applications it does not fit the timeline. However a second bottle with this exact combination of features was discovered in a different location confirming that this is a legitimate Martell product. 		1931

1933		 1931

1933		 No Data The new Cordon Bleu label was officially introduced in 1933 with the new stout bottle shape, the blue wax medallion and the modified lead capsule layout. The entry below shows the new bottle design. The entry above shows the well documented pre-1933 Cordon Bleu.
The only explanation is that this is a transitional bottle produced after the new capsule and label were already in production. They may have been produced because some cognac had been bottled before 1933 using the old bottle type or because the new 1933 bottle was not ready in time. 1932 is the most likely year of production.
1933



1933 marks a complete design change for Cordon Bleu/Cordon Argent.
This is the first use of the shorter wider bottle.
Blue and silver wax seal used for the first time over the ribbons which are still riveted to the capsule edge.
Main label also carries the age guaranty - 35(60) years in casks - but at the top over the Martell shield.
"J&F Martell" is curved over the top of the Martell shield on the capsule foil.



These bottles are from the 1933-1940 era and match the new bottle design. The Cordon Bleu was sold with the Spring Cap top but the higher grade Cordon Argent was always sold with a cork. The separate capped cork seen in the Cordon Bleu photo was not always included with that cognac. Note that the Cordon Bleu labels have rounded corners while the Cordon Argent labels have sharp angled corners.
Martell registered the new labels as Trademarks in 1933 and the entire design of the bottles in 1937.
1933

This 1933 French magazine advertisement introduces the new Cordon Bleu design.
This matches the bottle shown on the product sheet above except for the anglicized version of the bottle. Below the CORDON BLEU designation are the words "OLD LIQUEUR COGNAC BRANDY" and the age guarantee is stated in English including "35 YEARS" on the wax seal. I have never encountered such a seal and I am not convinced the seal was ever produced with english text.		 No Data These bottles are a match for this period and could be from any year between 1933 and 1947. The bottle on the right is a very rare 1.5 liter magnum.
1933 Very Old Pale ***:

Short Foil Capsule with cork.
Large letter "MARTELL" rectangular label located above main label.
There is a text section at the bottom of the main label.
Three stars on cork visible below capsule foil.		 These bottles are from about 1933. The photo resolution and cork condition make it difficult to see the 3-star markings on the corks as illustrated in the advertisement.
1933 Very Old Pale ***:

Short Foil Capsule with cork.
Large letter "MARTELL" rectangular label located above main label.
There is a text section at the bottom of the main label.		 The advertisement announces the return of Martell to the USA after a 13 year absence (Prohibition 1920-1933) Park & Tilford is introduced as the "Exclusive Representative of Martell Cognac in the USA". Note that bottles shown are not US import version although about same year since large Martell Logo Label and cork & foil capsule only co-existed from 1929 to 1933. Noteworthy: green glass bottle in the middle. The bottle on the right is missing the MARTELL band. The cork has slipped down and appears close to dropping into the bottle. This is a common problem with very old cognacs.
1934 Very Old Pale ***:

Appears to still show Foil Capsule with cork. But same year Ad below shows Spring Cap.
Large letter "MARTELL" rectangular label located above main label.
There is a text section at the bottom of the main label.
Park & Tilford is the US Importer.		 No Data These bottles are Spring Cap Bottles from 1934-1940 era. They are not US imports like the bottles in the advertisements on the left but are otherwise the package. One appears to be a French bottle and one a British Import.
1934 First use of the Spring Cap in an advertisement.
Large letter "MARTELL" rectangular label located above main label.
There is a text section at the bottom of the main label.
Park & Tilford is the US Importer. US bottles carry a "PRODUCE OF FRANCE" in Red Letter text diagonal in the lower right of the blue Arabesque Label.

Early post-prohibition US imports use the standard "Arabesque label" stating "VERY OLD PALE" on the top banner. In 1937 and thereafter the US bottles replace the wording with "COGNAC BRANDY". From 1933 to 1935 US bottles also have a statement in red letters indicating month and year of bottling.
The labels to the left are both 1930s Park & Tilford imported 3-star but the top one is from 1934 the bottom from 1938. The bottles are both late 1930s or early post-war US imports by Park & Tilford.
1934 Cordon Bleu:
Blue Medallion "Martell 35 Ans" over ribbon. Ribbon riveted under capsule edge. Main label also indicates "Garanti plus de 35 ans en futs".
"J&F Martell - Cognac" on capsule foil but curved around the Martell coat of arms.
Large rectangular label. Visible cork with ribbed cap.		 No Data This bottle and box are from the pre-WW2 era and match the bottle in the advertisement except for the extra line of text (unreadable) under "Cordon Bleu" in the advertisement. The advertisement is for a UK import bottle while the photo is of a French domestic market version of the bottle which may explain the subtle difference. Note this bottle was sold with the Spring Cap top but with a separate cork for those traditionalists who did not appreciate this modern cap.
1935 Very Old Pale ***:
Spring Cap Capsule.
Large letter "MARTELL" rectangular label located above main label.
There are two text sections at the bottom of the main label, one for the official Martell product information and for the US importer.
Park & Tilford is the US Importer.		 No Data Both bottles are Spring Cap Bottles from this era. They may not be exactly 1935-bottles as the bottle and label style remained unchanged for at least 5 years. Neither bottle has a text box section at the bottom of the main label so they are for the French market and have no proof or alcohol % listed. The bottles with the very large double text box are the same age but specifically intented for the US market.
1935 Very Old Pale ***:
Spring Cap Capsule.
Large letter "MARTELL" rectangular label located above main label.
There is a text section at the bottom of the main label.		 No Data Both bottles are Spring Cap Bottles from this era. They may or may not be exactly 1935 bottles as these bottles remained unchanged for at least 5 years. Neither bottle has a text box section at the bottom of the main label so they are for the French market and have no proof or alcohol % listed.
1935 Cordon Bleu:
Blue Medallion "Martell 35 Ans" over ribbon. Ribbon riveted under capsule edge. Main label also indicates "Aged 35 years in casks".
"J&F Martell - Cognac" on capsule foil but curved around the Martell coat of arms.
Large rectangular label. Visible cork with ribbed cap.		 No Data This bottle and box are from the pre-WW2 era and are a perfect match to the bottle in the advertisement. The advertisement was published in "L'Illustration" in 1935 so it is aimed at the French market. Note this bottle was sold with the Spring Cap top but also with a separate cork for those traditionalists who did not appreciate the modern cap.
1936 US Advertisement. Spring Cap Capsule.
Note that the label pictured in this advertisement exactly matches the one shown on the right. You can make out both the "PRODUCE OF FRANCE" text block and the smaller bottling month/year text in the box below the main arabesque.
Park & Tilford is the US Importer.		 Both bottles are Park & Tilford US imports but have the post 1937 label stating "COGNAC BRANDY" and no bottling month and year.
1936 Very Old Pale ***:
Spring Cap Capsule laying on tray beside bottle.
Large letter "MARTELL" rectangular label located above main label.
There are two text sections at the bottom of the main label, one for the official Martell product information and for the US importer.
Park & Tilford is the US Importer.		 All three bottles are Spring Cap Bottles from this era. They may or may not be exactly 1934-1935-1936 or 1937 bottles as these bottles remained unchanged for at least 5 years. Neither bottle has a text box section at the bottom of the main label so they are for the French market and have no proof or alcohol % listed.
1936 Published in "L'Illustration" 1936 - Ad claims that a good precaution for travel is a flask of Martell. Appears to be a Cordon Bleu Travel Flask - So rare I have never seen one - There is clearly an age indication rounding the top of the main label very similar to the regular bottle of Cordon Bleu. No photos of a Cordon Bleu Flask available.
These are regular Very Old Pale *** flasks from 1930-1950. These flasks do not appear on any ads in this table but a similar flask with a metal goblet/base was advertised in 1929. This ad features a very similar flask with Cordon Bleu cognac so it is likely that the VOP flasks are from the same year.
The Flask on the left is a US import from the late 1940s as indicated by the importer (Park & Tilford) the alcohol proof (84) and the red diagonal lettering "PRODUCE of FRANCE"
1937 Very Old Pale ***:
Spring Cap Capsule
Large letter "MARTELL" rectangular label located above main label.
There are two text sections at the bottom of the main label, one for the official Martell product information and for the US importer.
Park & Tilford is the US Importer.		 All three bottles are Spring Cap Bottles from this era. They may or may not be exactly 1934-1935-1936 or 1937 bottles as these bottles remained unchanged for at least 5 years. Neither bottle has a text box section at the bottom of the main label so they are for the French market and have no proof or alcohol % listed.
Additional identifying mark: all US import bottles from 1935 to 1964 have following statement cast in the glass "Federal Law forbids sale or reuse of this bottle".
1938 Two US ads for VOP ***:
Spring Cap Capsules
Large letter "MARTELL" rectangular label located above main label.
There are two text sections at the bottom of the main label, one for the official Martell product information and second for the US importer.
Park & Tilford is the US Importer in 1938.		 Bottle 1 & 2 are European VOP*** from 1935 and 1939. They may not be exact matches for 1938 version. Neither bottle has an importer text box section at the bottom of the main label so they are not the US bottles shown in the ads. Third bottle is actual Park & Tilford US import from around 1938.
1939 Two US ads for VOP ***:
Spring Cap Capsules
Large letter "MARTELL" rectangular label located above main label.
There are two text sections at the bottom of the main label, one for the official Martell product information and second for the US importer.
Park & Tilford is the US Importer in 1939.		 No Data First European VOP*** is from 1939. The bottle does not have an importer text box section at the bottom of the main label so it is not the US bottle shown in the ads. The second bottle is US (Park & Tilford) but exact age unknown. The pronounced green color of the glass could be a clue. The *** label on the neck is missing.
1939 Very Old Pale ***:
Spring Cap Capsule
French Advertisement.
There are one text section at the bottom of the main label, one for the official Martell product information.		 These European Very Old Pales *** are from 1939 and 1940. The bottles do not have an importer text box section at the bottom of the main label but do have the official product information box. The one-star version, while being much lower grade cognac, is an extremely rare find.
1940 Very Old Pale ***:
Spring Cap Capsule
US Advertisement.
There are two text sections at the bottom of the main label, one for the official Martell product information and second for the US importer. Diagonal letters indicating "PRODUCE OF FRANCE" on main label.
Park & Tilford is the US Importer in 1940.		 No Data No Data Last Martell advertisement before WW2 stops international trade. No new ads until 1946. The marking "PRODUCE OF FRANCE" in red letters appears in this advertisement and can be found on most US advertisements from 1934 up to 1964. It appears that all US import VOP *** bottles carried this marking for about 30 years.
1946 Very Old Pale ***:
Spring Cap Capsule
US Advertisement.
There are two text sections at the bottom of the main label, one for the official Martell product information and second for the US importer.
Park & Tilford is the US Importer in 1946.		 No Data No Data First Martell advertisement after World War II. Bottle is 1947 Wisconsin Tax Stamp - Park & Tilford Importers. Red diagonal letters indicating "PRODUCE OF FRANCE" on main label.
Additional identifying mark: all US import bottles from 1935 to 1964 have following statement cast in the glass "Federal Law forbids sale or reuse of this bottle".
1947 Very Old Pale ***:
Spring Cap Capsule
US Advertisement.
There are two text sections at the bottom of the main label, one for the official Martell product information and second for the US importer.
Park & Tilford is the US Importer in 1947.		 No Data No Data Second year Martell is back in US after World War II. Bottle is 1947 Wisconsin Tax Stamp - Park & Tilford Importers. Red diagonal letters indicating "PRODUCE OF FRANCE" on main label.
Additional identifying mark: all US import bottles from 1935 to 1964 have following statement cast in the glass "Federal Law forbids sale or reuse of this bottle".
1948

The Cordon Bleu bottle drawing is part of a Martell application for Trademark protection in 1948. It closely ressembles the 1937 bottles except for the lack of an age guarantees on the label and on the wax medallion which simply states "CB". The Cordon Argent next to the Cordon Bleu probably was redesigned the same year however the Trademark application for it was filed in 1951.

The bottles are both US imports from the early 1950s. Both have the rivet holding the ribbon to the foil capsule, so they are pre-1960. The Cordon Bleu was imported by Park & Tilford so it is older than the Cordon Argent imported by Browne-Vintners. The Martell importer's license passed from the former to the latter in 1955.
1950 Cordon Bleu:
Capped Cork with foil
US Advertisement
Ribbon riveted under capsule edge.
No longer any age guarantee on the label or wax seal.
"J&F Martell - Cognac" on capsule foil curved around the Martell coat of arms.
Park & Tilford is the US Importer in 1950.		 No Data No Data It appears that in this 1950 version of Cordon Bleu bottle the spring cap has been dropped... But it appears again on later bottles.
New logo: Cordon Bleu written in white on blue background. Note that biglabel is missing on this bottle... not a design change, just a bottle in less than perfect condition.
1950 Very Old Pale ***:
US & French Advertisements
Spring Cap Clearly Visible
Park & Tilford is still the US Importer in 1950. Beautiful color rendition of the bottle.		 No Comment
1951 Very Old Pale ***:
Two US Advertisements
Spring Cap Clearly Visible
Park & Tilford is still the US Importer in 1951.		 No Data No Data Park & Tilford imported bottle - 1947
1952 Cordon Bleu:
US and UK Advertisements
Both ads show a capped cork and neither bottle mouth has a lip to accept spring cap
"J&F Martell - Cognac" on capsule foil curved around the Martell coat of arms.
US version label has "Cordon Bleu" written in white-on-blue while UK version has it in blue-on-white.
Ribbon is riveted to foil.
Park & Tilford is still the US Importer in 1952.		 US bottle: Riveted ribbon with cork stopper, NO spring cap. European bottle has spring cap.
Without any proof to the contrary, it appears that all US-imported Cordon Bleu were sealed with corks even in the years when Martell used the spring cap extensively in Europe and on US VOP *** bottles. I have never seen a US imported Cordon Bleu with the spring cap.
Cordon Argent and Extra still listed in UK ad as separate types of cognac.
Note that "MARTELL" label is missing on one of the bottles. This is not a special design, just a bottle in less than perfect condition.
1953 Cordon Bleu & VOP ***:
US and UK Advertisements
US ad show a capped cork but UK ad shows a spring cap
"J&F Martell - Cognac" on capsule foil curved around the Martell coat of arms on both bottles.
Park & Tilford is still the US Importer in 1953.		 US version label has "Cordon Bleu" written in white-on-blue while UK version has it in blue-on-white.
Ribbon is riveted to foil in both cases.
These bottles are European with spring cap.
Cordon Argent and Extra still listed in UK ad as separate types of cognac.
Note US bottles are marked 80 proof while UK bottles are marked 70 proof. Both are 40% alcohol but different definition of "proof" in each country yields these numbers.
1953 Cordon Bleu:
Very distinctive French ad showing two recognizable packages.
The visible part of the bottle in the advertisement features a riveted ribbon and the spring cap. MARTELL label with rounded corners.		 One Cordon Bleu is packaged in a formal case with two cognac glasses. Other version in an inexpensive but colorful cardboard box featuring image of horses, riders and dogs preparing for a fox-hunt. The French version in the blue case has no lower label while the Canadian import has a lower label indicating country of origin and volume.
1954 Cordon Bleu:
Same product as the ad above but his one in Black & White and one year later.		 Same comments as above
1954 Cordon Bleu & VOP ***:
US Advertisement
"J&F Martell - Cognac" on capsule foil curved around the Martell coat of arms.
Capsule shown in ad could be either spring cap or capped cork with foil...Inconclusive.
Park & Tilford is still the US Importer in 1954.		 Bottle No.1 is 1955 Italian import with spring cap.
No.2 is UK 1954 with spring cap. No.3 is US 1950 Cordon Bleu with capped cork.
Bottle No.3 missing large MARTELL label. US version label has "Cordon Bleu" written in white-on-blue. Ribbon is riveted to foil.
1954 Flask VOP ***:
French Advertisement
New name "Dry Pale" and new slogan "Pour boire a l'eau" - "To drink with water", a slogan aimed at reaching people who would not drink straight 40% liquor or maybe to compete with "scotch & water".		 Two styles of Dry Pale bottles - One with the slogan below the main label the other with separate label on back.
Both types have spring-caps.
1955 Flask VOP ***:
French Advertisement
Similar to 1954 shown above. Same slogan.		 Same comments as above.
These bottles have spring caps with blue film seal, similar to regular VOP bottle, not like the paper ribbon used in 1930s.
1955 Very Old Pale ***:
US Advertisement
First year Browne Vintners appears as the exclusive US importer for Martell.		 No Data No Data Spring Cap with blue seal. Marking "Product of France" in red diagonal text
Browne Vintners Inc. sole US distributor.
1933-1954: Park & Tilford
1955 and after: Browne Vintners, Inc.
1956 Cordon Bleu and Very Old Pale ***:
US Advertisement
Cordon Bleu: Capped Cork "J&F Martell - Cognac" on capsule foil curved around the Martell coat of arms.
riveted ribbon.
Second year Browne Vintners appears as the exclusive US importer for Martell.		 No Data VOP bottle has the Spring Cap with blue seal. Marking "Product of France" in red diagonal text. Browne Vintners Inc. sole US distributor at bottom of label.
Second bottle is a Cordon Argent from the same era (Browne Vintners Importers) also with the riveted ribbon (I do not have a photo of a Browne Vintners imported Cordon Bleu with riveted cap).
Additional identifying mark: all US import bottles from 1935 to 1964 have following statement cast in the glass "Federal Law forbids sale or reuse of this bottle".
1958 Very Old Pale ***:
US Advertisement
Browne Vintners is the exclusive US importer for Martell.		 VOP bottle has the Spring Cap with blue seal. Marking "Product of France" in red diagonal text. Browne Vintners Inc. sole US distributor at bottom of label.
Numerous other bottles appear in the photograph including the Dry Pale flask, a half size bottle of Cordon Bleu with a visible rivet, a VSOP flask with dark blue label similar to bottle No.2 and a 3-star flask with the paper ribbon seal similar to bottle No.3
1959 Very Old Pale ***:
Iconic French Advertisement from 1958
 No Data VOP bottles have the Spring Cap with blue seal. Bottle on right is 350 mL half size.
1959 1959 French Christmas Advertisement featuring Cordon Bleu and VSOP Cognacs in various gift packages.
Advertising slogan: "Pour vos Cadeaux" - "For your gifts".		 First version of the Cordon Bleu in Baccarat decanter, before they added the blue cord wrapped around the neck.
First look at the new style VSOP bottle (Previously VSOP bottles were identical to VOP*** with a small VSOP label on the neck). Finally the same Cordon Bleu bottle as has been used for a decade: Spring Cap, riveted ribbon, blue wax medallion, two labels with rounded corners.
1960 1960 French Christmas Advertisement featuring a Cordon Bleu in gift box, Cordon Bleu in Baccarat crystal decanter, a *** VOP in a crystal flask and the new "Medaillon" cognac with 4 glasses.
The Baccarat is similar to 1959 version in new box. The regular Cordon Bleu bottle does not have a riveted ribbon for the first time.		 Second year of the Cordon Bleu in Baccarat decanter, still without the blue cord wrapped around the neck.
First look at the new Medaillon bottle not yet named VSOP. This one has the red wax seal.
Also a new version of *** VOP in a crystal decanter and case. This cognac did not enjoy great success and is very rare today.
The regular bottle of Cordon Bleu has a capped cork, the ribbon is tucked under the thin foil. The rivet and the spring cap are gone.
1960 Advertisement for new Medaillon Cognac - France 1960
Red wax seal on bottle, no ribbon. No VSEP/VSOP marking.
Also Dry Pale Flask.		 Medaillon bottle and box from 1960. Capped cork and thin plastic foil similar to new Cordon Bleu foil. This is the oldest version of the Medaillon prior to it being designated as a VSEP/VSOP grade.
1960 French Advertisement for VSOP Cognac
"Over two centuries of worldwide reputation" states the ad printed in a style reminiscent of an early 1900s newspaper.		 Same year as Medaillon cognac is introduced the relatively new VSOP bottle is also advertised. These two cognacs will soon merge into one.
VSOP packaging similar to Cordon Bleu and Medaillon without the wax seal and ribbon and with the spring cap from the VOP.
The VSOP is intended to be a grade between the classic Very Old Pale (***) and the new Medaillon.
1961 Advertisement for new Medaillon Cognac - France 1961
Red wax seal on bottle, no ribbon. No VSEP/VSOP marking.		 Medaillon bottle and box from 1960-1961. Capped cork and thin blue/silver plastic foil similar to new Cordon Bleu foil. Red wax seal. No grade designation.
1962 Advertisement for Medaillon Cognac - UK 1962
Announces the merging of VSOP and Medaillon as one cognac sold under the name "VSOP Medaillon".		 No Data Medaillon bottle and box from 1962. Capped cork and thin gold plastic foil similar to Cordon Bleu foil. This one has a ribbon like the Cordon Bleu as well as a gold wax seal.
Note interesting spelling differences "Medallion" in the English language ad and "Medaillon" on the French bottle. Cordon Bleu was never called "Blue Ribbon" in English-speaking countries.
1962 Advertisement for Cordon Bleu - France 1962
Clear picture of the post spring cap bottle.		 No Data Cordon Bleu bottles from 1962. Capped cork and thin silver plastic foil. Ribbon tucked under foil edge but no rivet. Blue wax seal over ribbon. Ribbons were originally blue but have faded to purple (Don't store your cognac in the light!). Plain label with rounded corners. Alcohol percent indicated on the label.
1963 Stylish advertisement for Cordon Bleu - 1963. Bottle marked "Produce of France" therefore export bottle. Probably UK/Canada/Australia. Cordon Bleu bottles from about 1963. Capped cork and thin silver plastic foil. Ribbon tucked under foil edge but no rivet. Blue wax seal over ribbon. Plain label with rounded corners on French version. Alcohol percent indicated on the label. First bottle is for French market, second is export version (Australia).
The box shown was used from approx. 1960 to 1965. The light blue box was used from 1966 and up to the frosted bottle era. Note in particular the sun-pattern on the box and compare it to the mirror tray under the Very Old Pale bottle in 1964 ad and the sun-pattern on the 1960 Medaillon box.
1964 Advertisement for VOP *** Cognac - USA 1964
Bottle still uses spring cap and Browne Vintners is still the sole US distributor.		 No Data Very Old Pale bottles from USA and France, 1955-1965 period approximately. Spring Cap with blue seal. USA bottle bottle marked Browne Vintners. Bottle on right is half bottle (350 mL).
1964 Advertisement for VSOP Medallion Cognac - USA 1964
This ad definitely pushes the Medallion as a luxury cognac not an ordinary VSOP. Packaging identical to upscale Cordon Bleu, with ribbon, gold wax seal, gold foil, capped cork. Browne Vintners is the sole US distributor.		 No Data No Data This is a Medallion for export to English speaking country but not USA (USA bottles would be clearly marked Browne & Vintners). Otherwise very similar to bottle in ad.
1966 Advertisement for Cordon Bleu, VOP and Medallion Cognacs - USA 1966
This ad showcases the new blue box for the Cordon Blue and the new screw cap VOP *** bottle. This is the end of the line for the spring cap. Browne Vintners is still the sole US distributor.		 The US Cordon Bleu bottle shown here is from 1969 and imported by Joseph Garneau but beside the importer name it is identical to the 1966 bottle.
The 1969 US version of the Cordon Bleu has the same light blue box as 1966.
This ad and the one below, both from 1966 show different boxes for the new VOP*** but both have the screw cap bottle.
1966 French advertisement for Medaillon, Cordon Bleu, VOP and Baccarat Multiple cognac bottles featured in this ad, including Cordon Bleu bottle in the blue box, Cordon Bleu Baccarat (Same as 1960), the *** in the crystal decanter, the Medaillon VSOP and the new screw cap version of the VSOP***.
1967 Advertisement for VSOP Medallion Cognac - USA 1967. Packaging still identical to upscale Cordon Bleu, with ribbon, gold wax seal, gold foil, capped cork. Browne Vintners still listed as sole US distributor. No Data This is a Medallion for export to English speaking country but not USA (USA bottles would be clearly marked Browne & Vintners). Otherwise very similar to bottle in ad.
Note that this box and bottle are not a matched set: Medaillon spelling is in English on bottle and French on box.
1968 First advertisement for new style *** Cognac - USA 1968. This ends the long run for the "classic" VOP bottle. Wide cork/cap bottle. Martell Shield on plastic "seal". Browne Vintners still listed as sole US distributor. This new presentation of the VOP/*** cognac is intended to create an improved image for the classic VOP cognac. For example these bottles go from the screw cap used in 1967 to a capped cork like the Cordon Bleu and Medaillon. They also use the bottle shape of the more expensive cognacs, as well as a "wax-seal" on the neck of the bottle.(which are actually plastic disks glued to the glass)
These cognacs are imported by Joseph Garneau, therefore are from 1969. There are very few of these bottles imported by Browne Vintner as they lost the Martell agency the next year.
1969 The classic style Cordon Bleu still used in 1969. Cordon Bleu bottles from about 1969. Capped cork and thin silver plastic foil. Ribbon tucked under foil edge but no rivet. Blue wax seal over ribbon. The US Bottle, imported by Joseph Garneau, has the inverted white-on-blue Cordon Bleu logo.
1969 The new style *** bottle possibly with screw cap and the "Pair of Swallows" logo from 1969.

The new *** bottle this one with a screw cap and European version box

Cordon Bleu Baccarat with the "Pair of Swallows" logo from 1969. This one is imported to US by Joseph Garneau Co. and has the blue cord wrapped around the neck.
1970 *** Cognac. Joseph Garneau Co. is the US importer. US import *** cognac 1969-1974. Capped cork blue plastic foil. Blue Box similar to ad. Blue *** seal. US Bottle, imported by Joseph Garneau.
Also one photo of 1970 Martell Extra imported by Joseph Garneau Co.
1972 Medaillon VSOP Cognac
Very artistic French Advertisement.		 No Data Early 1970s Medaillon Cognac. Capped cork gold plastic foil. Gold wax seal. Clear bottle. Note pattern around the portrait of Louis XIV not used on earlier bottles. Bottle on the left is US 1 quart version.
1973 *** cognac. Joseph Garneau Co. is the US importer. No Data No Data US import *** cognac 1969-1974. Capped cork blue plastic foil. Blue Box similar to ad. Blue *** seal. US Bottle, imported by Joseph Garneau.
1975 VSOP Medaillon cognac. French advertisement. Frosted green bottle. No Data The VSOP Medaillon cognac in a new presentation: Frosted green bottle with gold labels. Gold wax seal and ribbon. Red Box.
1976 VSP cognac. Joseph Garneau Co. is the US importer. US import VSP grade cognac 1973-1976. Capped cork blue plastic foil. Blue Box. Blue VSP seal.
Note MARTELL logo in white on blue, like US imported Cordon Bleu. This is a different grade from *** and VS but not quite the same as VSOP Medallion.
US Bottle, imported by Joseph Garneau.
1977 European ad for VSOP Medaillon cognac. Straight frosted bottle with gold labels. No Data No Data French version of the 1977 Medaillon VSOP. Frosted glass straight bottle with gold and black labels. The "wax" seal and the ribbon are gold.
1978 France: New version of Cordon Bleu cognac. No Data This is the first bottle of Cordon Bleu which differs significantly from the version sold for the last 40 years. It still retains the overall shape of the older bottle and the capped cork, but it is green frosted glass with gold and beige labels. The wax seal is gold as opposed to blue over a blue ribbon.
These bottles, like the one in the advertisement, use the gold text "CORDON BLEU" on dark blue rectangle background like US imports. There is also a version of this bottle without the dark blue rectangle.
1979 US Ad for Cordon Bleu cognac. Joseph Garneau Co. is the US importer in 1979. No Data US import Cordon Bleu grade cognac 1979. Green frosted glass with gold and beige labels. The wax seal is gold as opposed to blue.
The box is similar to the light blue box from prior years but has adopted a new navy blue on beige color scheme. Note that this version uses the gold text "CORDON BLEU" on dark blue rectangle.
This bottle is a US import by Joseph Garneau Co.
1980 European ad for Cordon Bleu cognac. No wording but the bottle without the heavy blue rectangle under the words "CORDON BLEU" indicates non-US version of the bottle. French/European version of the 1979/1980 Cordon Bleu. Green frosted glass with gold and beige labels. The "wax" seal over the ribbon is gold as opposed to blue.
Also a 1980 vintage box and a 1980 US import bottle.
1980 European ad for VSOP Medaillon cognac. New tapered bottle design. No Data French version of the 1980 Medaillon VSOP. Green frosted glass tapered bottle, long neck with gold and black labels. The "wax" seal over the ribbon is gold.
1985 US Ad for Cordon Bleu cognac. Joseph Garneau Co. is still the US importer in 1985. No Data US import Cordon Bleu grade cognac 1985. This bottle has tapered body, long neck and frosted/opaque appearance. This is the last Cordon Bleu bottle used before Martell returned to the original straight side shape, clear bottle.
Three different style Cordon Bleu bottles were used each for a short time from 1978-1990, as Martell strayed away from the classic bottle. This bottle is a US import by Joseph Garneau Co.
1986 European ad for VSOP Medaillon cognac. Tapered bottle design with gold labels. French and Asian export versions of the 1986 Medaillon VSOP. Green frosted glass tapered bottle, long neck with gold and black labels. The "wax" seal and the ribbon are both gold. Black capsule bottles were sold in Asia.
1992 Ad for the new "Old Classic Cognac" Cordon Bleu. No Data This ad features the newly redesigned bottle which returns the Cordon Bleu to its pre-1975 roots: Predominant blue color, clear glass, straight-sided bottle, blue wax seal and ribbon, silver capsule. This redesigned bottle - with only minor alterations - has remained in use until today.

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