MARTELL REFRESHES THE COGNAC CATAGORY WITH NEW VS LIQUID AND PACKAGING
Launching in the UK in May 2017, Martell is bringing a contemporary new look to the cognac category with a refresh of its original VS expression. Martell VS Single Distillery (RRP £27.19) is specially crafted from a single distillation source and 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 to make cognac more relevant to a younger audience and increase growth by driving new consumers to the category.
Inspired by the iconic bottle of Martell Cordon Bleu, Martell VS Single Distillery is a reflection of Martell’s heritage and renowned quality. The new design reinvents the traditional shape of the cognac ‘montre’ – the traditional sampling bottle used for cognac – whilst 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.”
Packshot of Martell VS Single Distillery