By James Atkinson

Increasing consumer interest in premium Cognac is driving the impressive growth of the Martell brand, according to Pernod Ricard.

Pernod Ricard says the entire Cognac category in Australia is growing at 10 per cent a year, with Martell growing at 30 per cent within this category.

In Australia recently, Martell brand ambassador Thierry Giraud told TheShout that of its five available SKUs in Australia, the premium Cordon Bleu and XO brands are the fastest growing.

The Martell range

Giraud said Martell was a "sleeping beauty" when it was acquired by Pernod Ricard in 2002 and has recovered strongly under its new ownership.

"Martell is 297 years old, so we're getting ready for a big celebration in 2015," he said.

"Very few brands, not just spirits, would be 300 years old."

Martell is distributed through Dan Murphy's as well as independent retailers.

The most recent addition to its range, Chanteloup Perspective, is currently exclusively available in travel retail in Australia.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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