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Company: Pernod Ricard Group

Brand Value: US$ 791 million

Change since 2018: 25%

Headquarter City: Cognac

Category: Alcohol

Year Formed: 1715

Martell is the second-biggest-selling cognac in the world, after Hennessy. In its communications, Martell uses the signature “Excellence since 1715”, and the brand seeks to represent three characteristics: elegance, complexity and balance. The personality and expertise of Martell’s cellar masters often feature in its communications. China is a key market for Martell, and the business has had to reorganize since a government ban on extravagant gifts to officials and overindulgence at official banquets. It has therefore sought to focus on the intermediate category (VSOP), positioned between the entry-level VS and the most expensive XO, to target the expanding ranks of the middle classes, especially young professionals. Parent company Pernod Ricard has strengthened its agreements with digital giants Baidu, Alibaba and Tencent and is using online content to promote the brand. Martell has revised upwards its expectations of growth for the 2017-18 fiscal year, to close to 6 percent of current operating income.