Pernod Ricard’s Martell targets affluent younger drinkers with ‘The Swift’

Global liquor giant Pernod Ricard has launched a campaign in Australia for its Martell Cognac label via an exclusive partnership with men’s publisher DMARGE.

The French Cognac house is looking to dispel myths associated with dark spirits by launching its first-ever spirit drink made of cognac VSOP finished in Kentucky bourbon casks, the Martell Blue Swift.

Research conducted by DMARGE, which targets affluent 25 – 45-year-old professionals, uncovered that young Australian men have the car, the watch and the fully stocked drinks trolley, but the art of mixing a great cocktail often evades them. Combine this with Australian young professionals’ increasing interest in discovering premium dark spirit brands and exploring new ways of entertaining at home, it was an opportunity to ‘Flip the Sip’.

Partnering with cocktail specialist, Drinks Provisionist, Martell and DMARGE have developed a signature cocktail, The Swift.

The digitally-led media campaign has seen Martell and DMARGE produce a series of videos hosted by the fictional character ‘Mr Swift’ – who guides viewers on how to drink and gift better in the lead up to the New Year.

Martell have also partnered with a number of Sydney venues to showcase The Swift cocktail.  Sydneysiders can try ‘The Swift’ in venues such as Mary’s Newtown, The Cat’s Meow and Hendriks Cognac and Wine.


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