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Martell launches VS Single Distillery cognac

Pernod Ricard has unveiled Martell VS Single Distillery Cognac featuring design work from Nude Brand Creation.

The packaging design highlights elements of the product story to provide differentiation within the category.

Martell has a history spanning more than 300 years and claims it now it is planning to disrupt the VS category by launching a single distillation expression.

The shape of the traditional ‘montre’ cognac bottle is the inspiration for the new bottle shape.

A restructured cap is sealed with a beige paper ribbon, revealing a cork, while a single label runs down the neck.

An offset VS disrupts the usual Martell label arrangement and two lines of copy explain the story behind the single distillation source, to draw consumer’s attention. Warmth injected into the label reflects the liquid colour and fruity notes of the cognac.

Mike Parsonson, partner at Nude Brand Creation, says: “Within the Cognac category, there were very few brands talking about their product story.

“Today’s consumers are interested in brands with a compelling back story so we knew dialling up this aspect of the story would resonate with them.

“We took some inspiration from the craft drinks sector, but gave it a modern twist by adding drama and vibrancy into the design. At the same time we communicated the single distillation process in an easy to understand way.”

An embossed swift in the glass is claimed to dramatise the brand’s strong iconography and reinforces the brand’s origins in the 18th Century when Jean Martell first set off from Jersey.

Craft elements introduced to the bottle will disrupt the sector, but the design still maintains consistency with the Martell portfolio.

Martell VS Single Distillery will launch into the UK market this month.

Nude Brand Creation has worked with Martell on its portfolio since 2012.

8 June 2017 - Sam Coyne The Drinks Report, news editor