Corby Spirit and Wine is re-launching Martell Cognac in the Canadian market after a five-year absence due to supply issues.
Martell, which has a 300-year history, hails from the oldest cognac house in France. (The brand is owned by Pernod Ricard, whose products are represented in Canada by Corby.)
With supply problems solved, Erika Neudorf, brand manager at Corby Spirit and Wine, said it was the perfect time to re-launch Martell in Canada because the luxury market is growing, including the spirits category. According to research firm Euromonitor International, the Canadian luxury goods market is forecast to grow between 3.4% and 4.6%, which is higher than the 3.3% global figure.
“We can see this with the retailers opening in Canada like Saks and Nordstrom, and with the growth of luxury hotels opening across the country,” said Neudorf.
She described Martell’s target as “the discerning individual who appreciates prestigious, quality brands.” But, that doesn’t just mean the old and rich set. “We’re also seeing younger consumers—millennials—who are embracing more aspirational brands. They’re highly educated and earn higher incomes,” said Neudorf. “We’re certainly noticing an emergence of millennials drinking more luxury products.”
To promote the re-launch, Corby is auctioning an extremely rare cognac from 1906—the year Martell first came to Canada—at an event in Toronto on Nov. 3. The bottle is valued at more than $20,000.
Corby is also developing partnerships with other luxury brands. It’s currently in talks with an automobile brand, a department store and a charity foundation. Neudorf said a partnership could involve exclusive dinners, hosting tasting lounges, and launching promotions throughout the year. Corby has also hired a brand ambassador to host tastings and dinners, and “get Canadians excited about Martell,” said Neudorf.
DECK Agency is handling partnerships and PR.
