Martell VS Cognac Gets A Major Brand Overhaul

Pernod Ricard UK is looking to revitalize its entry-level Martell VS cognac brand with a re-launch next month (May) taking in new liquid and a new-look bottle. Martell VS was once the biggest-selling VS (or three-star) cognac in the off-trade, but sales of Courvoisier VS are more than three times’ bigger in a UK cognac market in which VS accounts for about 80% of sales.

Pernod Ricard UK is looking to revitalize its entry-level Martell VS cognac brand with a re-launch next month (May) taking in new liquid and a new-look bottle. Martell VS was once the biggest-selling VS (or three-star) cognac in the off-trade, but sales of Courvoisier VS are more than three times’ bigger in a UK cognac market in which VS accounts for about 80% of sales. The re-launch includes re-branding the product as Martell VS Single Distillery, which shows the cognac is made at one distillery rather than the seven distilleries that formerly contributed to the brand, and introducing new one-litre and 700ml bottles with cork stoppers.

Brand ambassador Matthias Lataille said: “We wanted to give our cognac a fresher and younger look.” The new Martel VS, he said, was “richer and fruitier” and better suited for mixed drinks. Magin Trewhella, head of marketing for dark spirits at Pernod Ricard, said typical cognac drinkers were aged 45-plus and the re-launch of Martell VS was aimed at encouraging more 30- to 44-year-olds into a category that has seen little innovation at the entry level for some years. “There is a real opportunity for cognac to pull people into the category.”

Martell VS Single Distillery will have a recommended retail price of £27.19, in line with the current variant, and fractional bottle sizes, including 350ml, are due to be introduced in September. Support for the launch later this year will include activities in cash and carry depots and out-of-home advertising and digital and social media activities.

Source: Pernod Ricard