17 December, 2020

Pernod Ricard Partners With DMARGE To Launch First Ever Australian Digital Campaign For Martell Cognac

Edited by B&T Magazine

Pernod Ricard’s Martell Cognac has partnered exclusively with men’s publisher DMARGE to help Australian spirits drinkers to ‘Flip the Sip’ on their home cocktail repertoire with Martell Blue Swift.

In what is a first major campaign in Australia for the French Cognac house, Martell hopes to dispel myths associated with dark spirits and inspire a new take on gifting and entertaining over the festive period – at the centre of the campaign is Martell Blue Swift, the latest and most unique creation from Martell.

Martell Blue Swift is the first-ever spirit drink made of cognac VSOP and then finished in Kentucky bourbon casks. Through Martell’s signature distillation process, the eau-de-vie absorbs the rich aromatic tones of the bourbon cask resulting in Martell’s hallmark style – delicate notes of candied fruit and plum – complemented by the subtle sweetness of vanilla and toasted oak from the casks.

It has been a game-changing innovation for Martell and is quickly becoming the fastest growing expression for the brand in Australia.

Research conducted by DMARGE in their annual survey 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 to rival the Negroni and Old Fashioned, The Swift was created as a smooth and easy-to-make cocktail that even those that have everything would want to make and drink at home.

The digitally-led media campaign has seen Martell and DMARGE produce a series of engaging video content that is hosted by the fictional yet relatable character ‘Mr Swift’ – your guide to drinking and gifting better in the lead up to the New Year.

Martell have also partnered with a number of venues across the country, which have graciously revealed their signature spin on The Swift as part of the video series, so that people can also try Martell Blue Swift at their local venues. Sydneysiders can try ‘The Swift’ in great venues such as Mary’s Newtown, The Cat’s Meow and Hendriks Cognac and Wine.

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