While the off-trade market in the UK is led by Allied Domecq’s Courvoisier brand, Martell said it was experiencing very strong volume growth.
Pernod’s new campaign for the brand is based on a theme of ‘Let the Conversation Flow’ and aims to increase consumption year-round.
“We are particularly keen to encourage consumption outside the popular Christmas period and we also want to appeal to a younger generation,” said Pernod’s marketing manager Crispin Stephens.
The company has spent the last year carrying out detailed research to help define what motivates Martell consumers, and has based the campaign around its findings.
Pernod identified that Cognac drinkers also tended to drink red wine or port, all of which were often drunk after dinner and with friends.
The £2.1m campaign, aimed at 35 to 49-year-olds, focuses particularly on the dinner party occasion through trade and consumer PR and a range of off-trade promotions.
The print campaign, appearing in press supplements and consumer lifestyle magazines, will reflect dinner-party debates such as “North or south?” and “Villa or hotel?”