Singapore cognac war looms

Long-term rivals Martell and Hennessy have ramped up below-the-line efforts for their VSOP labels, an entry-level introduction into the cognac family, in an effort to grasp the ever-growing pool of affluent 25- to 40-year-old drinkers.

Martell VSOP's 'Rise above' positions the drink as part of an aspirational lifestyle. "'Rise above' recognises the inner desire for further achievement," said Raymond Kho, marketing manager of Pernod Ricard Singapore. "We wanted to show that Martell will be with you every step of your life: starting from VSOP, then graduating on to our flagship, Cordon Bleu, and eventually to XO, which is positioned as a drink for those who have 'made it'."

The campaign, created by Saatchi LAB, features stylish young adults celebrating over a glass of Martell VSOP. 'Rise above' incorporates tactical activities such as competitions, parties, sponsorships and online executions. "More and more young adults are seeing that cognac is no longer just an old man's drink," Kho said. "This was an opportunity for us to supplement the Cordon Bleu campaign with 'Rise above' for our VSOP label."

Meanwhile, Hennessy VSOP's 'This is me' campaign uses the theme of carpe diem (seize the day). "This is about bringing your dreams to life and living life to the fullest," said Danny Yong, marketing manager, Riche Monde Singapore. "It's part of ongoing efforts to evolve with our consumers."

The label recently launched a competition in Southeast Asia, offering prizes such as a trip to Spain and a dream wedding planned by Class 95's DJ-cum-wedding-planner, Vernetta Lopez.

Yong also said there were plans to strengthen longstanding ties with outlets such as Zouk and Devils' Bar. 
According to Yong, Singapore is "more of a champagne and white spirits market", while the cognac market is dominated by Martell. "Singapore is one of those anomalies in Asia where Martell is the market leader," he said. "But we'll catch up."

For the two labels, there could be a bonus: the concurrent campaigns may prove mutually beneficial. "Any competitor's efforts are good for us, as it will help boost cognac awareness and stimulate the market," said Kho.