Pernod Ricard plans to stem the decline in cognac with Martell VS Single Distillery

Pernod Ricard is aiming to turn the declining cognac category around by relaunching its VS variety.

Martell VS Single Distillery has been designed to bring 35-40-year-olds into the category, which is traditionally bought by consumers over 45.

The liquid is richer and fruitier than before, which makes it more suited to younger tastes. The brand will promote cocktails that can be made with the cognac with a digital campaign from the end of summer.

The drink is available in 70cl, RRP £27.19, and 1l bottles from May, with fractional sizes to follow in September.

Convenience retailers should use PoS to recommend cocktails that can be made at home. Martell VS Single Distillery should be located next to premium American whiskies on shelf.

The drink’s packaging is a change from the traditional cognac bottle shape, which will make it more accessible to consumers.

Magin Trewhella, dark spirits head of marketing at Pernod Ricard, said the decline of cognac is due to a lack of innovation in the category.

“VS Single Distillery is an entry-level cognac. We are confident that our new product and bottle design will appeal to a younger audience and help reinvigorate the category,” he added.