Martell gets 'contemporary' revamp to attract a younger audience

Lisa Riley

Pernod Ricard has given its original Martell VS expression a ‘contemporary’ makeover in a bid to up the cognac’s appeal among younger consumers.

Martell VS Single Distillery available from May (£27.19), is crafted from a single distillery to deliver a richer and more intense cognac. 

Described as “exceptionally rich and fruity”, the liquid comes in modernised packaging that reinvents the traditional shape of the cognac ‘montre’ – the traditional sampling bottle used for cognac, while retaining Martell’s “prestigious” image.  

The refresh formed part of a wider strategy to make cognac more relevant to a younger audience and increase growth by driving new consumers to the category, said Pernod Ricard, adding it would give the cognac real standout compared to rival brands through its ”revitalised, modern look and a totally differentiated liquid”.

“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,” said head of marketing (dark spirits), Magin Trewhella.

Martell claims to be the only cognac brand to double distil exclusively clear wines that have been cleared of all sediments, revealing and preserving the authentic fruit aromas of the grapes which characterises the Martell style.

Pernod Ricard said Martell VS Single Distillery took this approach a step further, with each bottle blended from eaux-de-vie derived from a single distillation source – one of Martell’s partner distilleries in the Cognac region.





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