KUALA LUMPUR, Nov 24 — Martell has unveiled its first non-chilled filtered cognac, the Martell NCF, to cognac drinkers.

What makes it so special? In the process of making cognac, manufacturers often put the cognac through a chill-filtering process where it is cooled down to between below zero degrees Celsius in order to remove residue.

Martell is introducing its first non-chilled filtered cognac, which turns hazy when served on ice, but also gives a smoother, longer finish with extra textures and flavours, especially when it’s served on the rocks.

Martell NCF’s new tagline, ‘Light Up the Taste’, is also reflected on the design of the bottle, as its light-reflective metallic copper coating gives the Martell NCF bottle a luminous sheen, and its transparent label glows in the dark under UV lights.

Martell has unveiled its first non-chilled filtered cognac, the Martell NCF in this screenshot taken from the Martell NCF video.