Martell is refreshing its original VS expression with a new liquid and bottle.
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, launching in May 2017.
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, said: “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.”