Martell launches new VS to make cognac more contemporary

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A new look and recipe have been launched by Martell in the UK for its VS expression as part of its efforts to make the cognac category more contemporary.

Martell VS Single Distillery is crafted from eaux-de-vie from a single distillation source – one of its carefully selected partner distilleries in the Cognac region.

The result is a richer and more intense cognac expression of the trademark Martell style, complementing the same taste characteristics and eaux-de-vie profile but with a smoother and fruitier blend.

Intense notes of plum, apricot and candied lemon are revealed to the nose, allowing the round and sweet aromas to be enjoyed neat and in long drinks.

Inspired by the classic bottle of Martell Cordon Bleu, Martell VS Single Distillery’s design is a reflection of Martell’s heritage and quality, reinventing the traditional shape of the cognac “montre” – the traditional sampling bottle used for cognac.

Bearing the Martell swift emblem on the bottle, the simple and elegant design is complemented by an artisanal cap with a visible cork and a beige colour paper ribbon, stamped with the signature of its founder, Jean Martell.

The bottle’s textured white label with discreet gold edges is printed with the arms of the House of Martell and Jean Martell’s signature.

The modernised packaging and liquid are part of a wider strategy by Pernod Ricard to make cognac more relevant to a younger audience and increase growth by driving new consumers to the category. Available from May, the new VS is priced in retail at £27.19 per bottle.

Magin Trewhella, head of marketing for 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.

“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, which reveals and preserves the fruit aromas of the grapes – the unique Martell style.

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