Pernod Ricard-owned Cognac brand Martell turns 300 this year and the firm is celebrating the tercentenary with a packaging revamp across the Martell portfolio and a renewed focus on classic cocktails.
New brand ambassador Matthias Lataille has been appointed to roll out a new drinks strategy for Martell as part of the 300 year celebration activity.
Lataille is currently working with bartenders to develop a series of ‘modern day classic cocktails’, including a new signature Champagne cocktail using Martell and Perrier-Jouët.
He said a resurgence of interest in provenance has led consumers towards the “heritage of products” such as Martell.
“It is my job to create a buzz around Cognac and develop new serving rituals, cocktails and add a sense of theatre to on-trade menus,” said Lataille.
Pernod Ricard has also launched two limited edition variants – Martell Premier Voyage and Martell Cordon Bleu – to celebrate the anniversary.