Martell and Janelle Monáe “Soar Beyond the Expected” with Audacious Film and “Cocktail of the Future”

0

New campaign propels American cocktail culture forward in celebration of black creative expression

NEW YORK, February 25, 2022 /PRNewswire/ — Martell, the oldest of the great cognac houses, is proud to launch the next chapter of its “Soar Beyond the Expected” campaign with world-renowned artist Janelle Monáe and cognac educator ms. Frank Marshal. This final visual installment of Martell’s campaign, titled “The Unexpected Effect,” is directed by award-winning filmmaker Ewurakua Dawson-Amoah. The film sets out to show the unexpected and individual paths that many have taken and shine a light on what it means to experience joy: by overcoming, by speaking freely, and by paving the way for those who follow.

“As a filmmaker and poet, my mission is to tell authentic stories of my community, and my partnership with Martell was another opportunity to pay tribute to the impact black creatives have on society and each other. “said Ewurakua Dawson-Amoah. “I hope ‘The Unexpected Effect’ inspires people to follow their passion and reinvent their future.”

As a brand committed to driving positive change, Martell celebrates those who boldly redefine convention to benefit the many instead of conforming to codes that favor the few. Inspired by this philosophy and Janelle Monae An Afro-futurist optimist, Martell looks to the past as a launching pad for the future to bring the campaign to life with a “Cocktail of the Future”. Developed in partnership with ms. franky marshall, who is also featured in the film, the new experience highlights the impact of black culture on the zeitgeist and characteristics of american hospitality Martell’s Blue Swiftthe first spirit drink made from Cognac VSOP and finished in Kentucky bourbon casks.

“Throughout history, whether on stage or behind the bar, black creatives have laid the foundations of culture, and this collaboration is a testament to that legacy,” said Janelle Monáe. “Afrofuturism is a principle that redefines culture as we know it, awakening us to the ever-changing possibilities of the world. Now we have a new cocktail we can enjoy as we celebrate our work and create our future.”

The limited-edition “Cocktail of the Future” kit pays homage to the unsung heroes of hospitality and those who pioneered many popular cocktails enjoyed today. Included is a Martell’s Blue Swift recipe that creatively evokes ms. franky marshall’s vision of the future – an eclectic mix of diverse cultures and perspectives that come together – alongside a copy of The ideal bartender by Tom Bullockthe first cocktail book published in 1917 by an African-American bartender.

“Janelle Monáe leads with her retro-futuristic touch and unapologetic individuality, and I think we are like each other that way,” said Franck Maréchal. “The drink is an eclectic fusion of my Caribbean the heritage and elegant French influence that Martell brings to the bar. We hope people will enjoy the cocktail at home as much as I did creating it.”

“Martell’s heritage is shaped by daring. Our new campaign celebrates black creative expression and shows what it means to redefine convention,” said Devaunshi Mahadevia, US Brand Director for Martell Cognac. “In partnership with those at the forefront of the industry, we work alongside the community we serve to help reinvent the future.”

Martell is further bolstering its support for BIPOC communities during Black History Month, Women’s History Month and beyond with a $200,000 donation to the Restaurant Workers’ Community Foundation, which will be used to fund projects that advance opportunities and education for BIPOC women in the restaurant industry.

“At Pernod Ricard, we are working for an inclusive future that provides a level playing field for all and honors all of the people and stories that shape our diverse culture,” said Pamela Forbus, Marketing Director of Pernod Ricard North America. “This campaign is a testament to how far we’ve come and how committed we are to reflecting the diversity of our society in everything we do.”

To learn more about Ewurakua Dawson-Amoah, a dynamic creator passionate about connecting BIPOC cast, directors and crew with opportunities, talents and resources to tell culturally rich and diverse stories in film, visit melacast .

The Martell Blue Swift “Cocktail of the Future” kit is available in limited quantities via March, 31stst on CocktailCourier.com. To learn more about Martell and “The Unexpected Effect”, visit https://www.martell.com/en-us/spread-joy/ or follow @martellusa on Facebook, Instagram and Twitter.

About Martell
The oldest of the great cognac houses, founded by John Martell in 1715, House Martell is recognized worldwide for the finesse and elegance of its cognacs, the fruit of expertise inherited from nine generations. With a passion for his job and a deep attachment to the land, House Martell is defined by the audacity with which it has pioneered new expressions – from the icon Martell Cordon Bleu in 1912 to the pioneer Martell’s Blue Swift today.

About PRUSA
Pernod Ricard is the world’s second largest producer of wines and spirits with consolidated sales of €8,824 million for FY21. The Group, which owns 16 of the top 100 spirits brands, has one of the most prestigious and comprehensive portfolios in the industry with more than 240 premium brands spread over more than 160 markets. Pernod Ricard’s portfolio includes Absolut Vodka, Ricard pastis, Ballantine’s, Chivas RegalRoyal Salute and The Glenlivet Scotch whiskies, jameson irish whiskey, Martell cognac, Havana Club rum, Beefeater gin, Malibu liqueur, Mumm and Perrier-Jouët champagnes, as well as Jacob’s Creek, Brancott Estate, Campo Viejo, and Kenwood wines. Pernod Ricard’s strategy is to invest in long-term and sustainable growth for all its stakeholders, while remaining true to its founding values: entrepreneurial spirit, mutual trust and strong sense of ethics. The Group’s decentralized organization enables its 18,500 employees to be the ambassadors in the field of its vision of “Creators of Conviviality”. The Pernod Ricard 2030 Sustainable Development and Responsibility roadmap “Good Times from a Good Place” is integrated into all its activities, from grain to glass, and Pernod Ricard is recognized as a LEAD participant in the United Nations Global Compact. Pernod Ricard is listed on Euronext (Ticker: RI; ISIN code: FR0000120693) and is part of the CAC 40 and Eurostoxx 50 indices.

About Janelle Monae
Janelle Monáe is widely recognized as an artist who defies genres – touching soul, R&B, rap, jazz and classical while creating her own unique sound. She is a pop superstar with eight Grammy nominations and a successful career globally. Monáe co-founded her own label, Wondaland Arts Society, which recently launched its production arm, Wondaland Pictures. As an actor, Monáe has starred in critically acclaimed films including Moonlight, Hidden Figures, Harriet, The Glorias, the TV series Homecoming and most recently the horror film Antebellum. Monáe is currently in production for the highly anticipated sequel Knives Out 2. April 19, 2022Monáe will release her first book titled The Memory Librarian and Other Dirty Computer Stories. Monáe also recently wrapped production on the highly anticipated sequel Knives Out 2.

Contact:
Marissa Williams
[email protected]

Martell and Janelle Monáe “Soar Beyond the Expected” with Audacious Film and “Cocktail of the Future”

Martell and Janelle Monáe “Soar Beyond the Expected”  with Audacious Film and 'Cocktail of the Future'

Martell and Janelle Monáe “Soar Beyond the Expected” with Audacious Film and “Cocktail of the Future”

Martell and Janelle Monáe “Soar Beyond the Expected”  with Audacious Film and 'Cocktail of the Future'

Martell and Janelle Monáe “Soar Beyond the Expected” with Audacious Film and “Cocktail of the Future”

(PRNewsfoto/Martell)

(PRNewsfoto/Martell)

Quote

Quote

View original content to download multimedia: https://www.prnewswire.com/news-releases/martell-and-janelle-monae-soar-beyond-the-expected-with-audacious-film-and-cocktail-of -the-future-301490926.html

SOURCEMartell

Share.

About Author

Comments are closed.