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Pernod Unveils Category-Crossing Martell Blue Swift

September 19, 2016

Until recently, the U.S. market was largely an afterthought for Pernod Ricard’s Martell Cognac brand, which has long focused on China. But last year, Martell grew 33% to just under 100,000 cases in the U.S., and now Pernod is ramping up innovation activity to expand the brand’s U.S. audience.

Martell is now looking to leverage robust trends in both Cognac and Bourbon with a new hybrid product, Blue Swift ($50), which is hitting select U.S. cities now ahead of a full national rollout in January. The newcomer is a Martell VSOP finished in Kentucky Bourbon barrels for five to seven months, and represents the first in a series of new products that Martell has in the pipeline. The new expression will target the on-premise, aimed at being a bridge into Cognac for Bourbon drinkers. —Daniel Marsteller

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