Martell puts cash on the National

Martell is set to crack the whip in the cognac category by maximising its £2m sponsorship of the Grand National.

The brand has lent its name to the world's greatest horse race for 11 years, but this year's event will be the first under the control of Pernod Ricard (PRUK), which took over Martell from Seagram in 2002.

A tactical two-week "Martell - the favourite" press and poster advertising drive featuring Martell bottles gift-wrapped in racing silks is set to spearhead a marketing drive in the run-up to the Grand National in April.

PRUK has also set its sights on the on-trade this year with a number or initiatives designed to both help publicans boost sales around the race and promote Martell as a long drink as well as an after dinner tipple.

Participating licensees will be given a free-to-enter sweepstake promotion kit offering consumers the chance to "Win a round of Martell long drinks" including posters, entry cards, prize draw bags and vouchers.

New point-of-sale (POS) material such as bar runners, ice buckets and spirit measures has also been made available.

Adriaan Eksteen, head of marketing for cognac and light spirits at PRUK, said: "PRUK is committed to developing real long-term partnerships with the trade and is investing heavily in the Martell Cognac Grand National to support the on-trade more than ever before to ensure that it is the biggest and best yet.

"With all the specially created POS using the "Martell - the favourite" strapline, we hope to make this year's Grand National a highly successful and profitable one for your business."

Martell has secured the rights to sponsor the Grand National for a further two years. It estimates that the event is watched by 10 million in the UK alone.