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

December 17, 2020 10:25

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’.

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Olivia Kruimel

Olivia Kruimel was the managing editor at Mumbrella. She has more than 15 years of experience in journalism, communications and marketing. Her journalism career began at Fairfax Media (now part of Nine) and includes various B2B publications such as B&T, Travel Today and ALB. As a marketer Olivia has worked for Standard Chartered and various global law firms.