Pernod Ricard aims to revitalise cognac
Martell has refreshed its original VS expression as part of its strategy to modernise the cognac category.
Martell VS Single Distillery (£27.19) is crafted from a single distillation source and, according to brand owner Pernod Ricard, it brings a richer and more intense cognac expression to the Martell collection, as well as a new, contemporary bottle design.
The modernised packaging and liquid is part of a wider strategy by Pernod to make cognac more relevant to a younger audience and increase growth by driving new consumers to the category.
The new bottle design, which is inspired by the iconic bottle of Martell Cordon Bleu, aims to reflect Martell’s heritage and renowned quality. The new design reinvents the traditional shape of the cognac ‘montre’ - the traditional sampling bottle used for cognac – while retaining Martell’s prestigious image.
Magin Trewhella, head of marketing (dark spirits) at Pernod Ricard UK, explains: “We are hugely excited to be refreshing our VS expression with the introduction of Martell VS Single Distillery, which will invite new consumers to explore the category by providing an up-to-date cognac experience. The new liquid is exceptionally rich and fruity, and further highlights the finesse of the Martell distillation style.
“We are doing more to support the category with this brand refresh by creating real standout against other cognac offerings through a revitalised, modern look and a totally differentiated liquid concept. We are confident that our new proposition and contemporary bottle design will appeal to a younger audience and help reinvigorate the category.”
Martell is the only cognac brand to double distil exclusively clear wines that have been cleared of all sediments, preserving the fruit aromas of the grapes. New Martell VS Single Distillery takes this same approach a step further, as each bottle is blended from eaux-de-vie derived from a single distillation source.
The result is a richer and more intense cognac expression of the trademark Martell style. It has intense notes of plum, apricot and candied lemon on the nose and a very fruity, luscious, round and sweet mouthfeel.
The new bottle design is complemented by an artisinal cap with a visible cork and beige colour paper ribbon, stamped with Martell’s founder signature.
Martell VS Single Distillery will be available in the UK from May 2017.