300 not out for Martell

Martell cognac

This Christmas sees the 300th anniversary of Martell Cognac, and Pernod Ricard are celebrating with a new giftbox that aims to boost festive sales.

The Martell V.S. Tricentenaire Firework Giftbox is packaged to reflect the brand’s 300 year anniversary, and is available now with an rrp of £26.25.

Vicky Hoey, Head of Marketing for Dark Spirits at Pernod Ricard UK, advised retailers to buy into the Cognac opportunity, as over 40% of off-trade cognac sales occur in the 12 weeks leading up to Christmas.

She explained: “It is an extremely important time for the category, with £1 in every £5 spent on Cognac happening in the four weeks leading up to Christmas; demonstrating that premium spirits are still a key choice of alcohol gifting during the festive period.

“Naturally, with a great range of gifting options that celebrate such a unique milestone like Martell Tricentaire, we are expecting impressive results this Christmas, while our wider range represents a great opportunity for retailers to tempt customers to trade up during the season.”