“Why a new Martell XO? Because as a company we have very big ambitions. And the XO market is a large one.” |
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The new XO is said to capture the essence of a traditional XO Cognac, while epitomising the quintessential characteristics of Martell |
FRANCE. Martell has created a new XO Cognac, in a bid to bolster its presence in the category.
The Cognac begins rolling out in earnest from November. Key markets will include China, Singapore, Malaysia, Hong Kong, Taiwan, Russia, the US, the UK and France. Travel retail has been identified as a key distribution channel.
The first creation of new cellar master Bruno Lemoine, the new XO is being positioned as the ultimate in luxury. It is said to capture the essence of a traditional XO Cognac, while epitomising the quintessential characteristics of Martell.
The full product line-up ranges from miniatures to three-litre references complete with cradle. The pricing is described as “parity XO”, around US$90 for 70cl in travel retail.
At the official launch event in Paris, Martell Marketing Director Eric Benoist declared: “The birth of a new product is not something that happens very often in the Cognac industry. And this is not just any product, but an XO – the most impressive category for a Cognac.”
He continued: “Why a new Martell XO? Because as a company we have very big ambitions. And the XO market is a large one.”
XO Cognac represents about 7% of total Cognac sales worldwide – more than 600,000 cases – and as a sector is growing at about 5% year-on-year. Martell’s worldwide market share of the XO segment is 22%, according to the company.
But Martell is looking to strengthen that, particularly in Asia. “We recognise the growth potential in the premium sector,” said Benoist. “The new Martell XO will improve our market status across Asia and help us achieve our number one ambitions in China.”
“The birth of a new product is not something that happens very often in the Cognac industry. And this is not just any product, but an XO – the most impressive category for a Cognac.” |
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Martell Marketing Director Eric Benoist |
The male Chinese consumer is the key target. “Our XO consumer is predominantly Chinese, with two types of expectations,” Benoist confirmed. “He wants an outstanding product experience, which means very old eaux-de-vie, with a rich and profound taste, which translates into enjoyment, pleasure, a treat for the connoisseur while drinking with friends, or sipping on his own.
“But there is another expectation, which is for something very glamorous, with impressive packaging. That means a refined bottle and box, crafted with care, to enhance the status and prestige.”
Which is where Martell’s existing XO, Cordon Bleu – created in 1912 – has not quite looked the part. In terms of packaging, Cordon Bleu whispers, not shouts. It is deliberately understated, discreetly positioned to appeal to the connoisseur.
“Cordon Bleu is a very different way of looking at XO,” admitted Benoist. “The taste is more important that the packaging; it is what’s on the inside that counts.”
But less isn’t always more, which is where the new XO comes in. “From now on, we will have a comprehensive product offering,” said Benoist. “Cordon Bleu will continue to be the understated choice of the connoisseur; the new XO will focus on the more obvious glamour and image.”
The packaging brief was given to a design agency two years ago. “We told them it had to be totally XO: luxury, handcrafted, heavy glass, detailed and so on, but at the same time, totally Martell,” related Benoist. “That meant it also had to be inspired, original, elegant and refined. In other words, it had to be not an XO that anyone could do, but one that only Martell could do, with all the values of the brand. It was quite a challenge.”
“The arch is also a powerful symbol. It can be a link, a bridge between tradition and modernity.” |
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The bottle boasts an eye-catching arch motif, chosen for its innovation, distinctiveness, visual appeal and elegance |
The resulting bottle boasts an eye-catching arch motif, chosen for its innovation, distinctiveness, visual appeal and elegance. “The arch is also a powerful symbol,” noted Benoist. “It can be a link, a bridge between tradition and modernity. We also want to reassure our customers about the quality and premium nature of the product via its packaging.”
Other key features include ribbon embossing, engraving and a heavy cap. The packaging features a swallow, to evoke Martell’s brand heritage.
The company’s signature blue colour is also featured. The outer box is a metallic platinum.
The new XO launch will be supported by both print and TV campaigns. “We wanted unique advertising for a unique product,” observed Benoist. “We wanted something strong and relevant both to the XO category and to the Martell proposition. We wanted to create an outstanding and luxurious image. And we wanted to make it top of mind.”
The TV campaign features a successful businessman, who finds inspiration in a series of arches, including of course, the new Martell XO bottle. In line with this theme, the strap-line for the campaign is “Shape Your World”.
The TV campaign will air heavily in Asia, and possibly also on IFE. Cinema in Russia and Asian cable TV in the US are other likely channels.
“But this new XO Cognac will have not just an Asian appeal, but a wide global appeal too,” maintained Benoist. “The travel retail channel will be a key instrument in terms of showcasing the product and giving the consumer good access to it.”
He concluded: “We wanted not only to be distinctive and better, but to “˜over deliver’ on the XO category.”
Bridging the gap between tradition and modernity
“This Cognac blend is a new XO: totally XO and yet totally modern.” |
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New Martell cellar master Bruno Lemoine |
New Martell cellar master Bruno Lemoine is unfazed by his “new kid on the block” mantle. Young (45) and affable, he comes not from generations of previous cellar masters, but from a prestigious wine-making background. He is charged now with injecting new blood into Martell, and creating fresh interest in the brand, while safeguarding its quality, tradition and style.
“This Cognac blend is a new XO: totally XO and yet totally modern,” he explained at the launch event in Paris.
“So yes, there is a large proportion of Grande Champagne, very refined and elegant which gives a long finish”¦But after that I have put a good proportion of Borderies (the Martell Signature). My job was to find the right balance [between the two elements].”
The eaux-de-vie are aged in Troncais oak barrels and double-distilled according to the Martell method, to produce a smooth depth of flavour.
“The colour,” continued Lemoine, “is a dark gold, coppery with nice mahogany reflections, which is a good indication of the ageing. And regarding the length, the tears on the glass move very slowly, which shows it’s very rich.”
According to Lemoine, the nose is marked by dried fruits, beeswax and leather, followed by sweet fruits, dried flowers, mace and sandalwood.
The taste is described as round and fruity initially, building to the power and finesse of the Grande Champagne eaux-de-vie, ending on a long and silky final note.
MORE STORIES ON MARTELL
Martell ties up Dubai and Turkey with blue ribbon – 29/07/05
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Martell launches big advertising thrust in travel retail – 09/11/04
