Cognac house Martell, owned by Pernod Ricard, has announced that it will be making a bottle made of flat glass.  

According to the brand, the bottle is currently in the prototype stage and has been developed in partnership with Vitalink Technology Co. 

Martell said it chose Vitalink because of its experience in creating luxury goods. Examples include Swiss watches and high-end electronics. 

“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,” explained the company. 

The brand further said that advanced laser bonding technology allows for sharp, straight and exact angles which were previously unattainable in glass bottle manufacturing.  

The news comes as many alcohol companies are trying to lightweight their bottles, through alternative materials – like plastic or paper – or unique production processes. 

Xu Ren, vice president of Vitalink Technology Co, noted that the “glass origami” allows for glass as thin as 0.7mm, leading to “an ultra-lightweight, almost surreal bottle”. 

Global marketing director at Martell, Sebastien Borda, added: “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.”