Pernod Ricard is hoping to make Cognac more relevant to younger drinkers, with a revamp of its Martell range.
The first move is a new Cognac in the shape of Martell VS Single Distillery, which replaces the old Martell VS variant.
The new spirit has been designed to be smoother than the old VS and to be used to make cocktails and mixed drinks, which is how most Cognac is currently consumed, said head of marketing (dark spirits) Magin Trewhella.
"We are hugely excited to be refreshing our VS expression with the introduction of Martell VS Single Distillery, which will invite new consumers to explore the category by providing an up-to-date cognac experience. The new liquid is exceptionally rich and fruity, and further highlights the finesse of the Martell distillation style," he said.
The company believes Cognac has suffered due to a lack of innovation and is hoping to tackle this with further new products under the Martell brand promised for later this year.
The drive will be backed with an education programme and a marketing campaign to position Cognac alongside more on-trend spirits such as American whiskey.