Martell in £2m National drive

by Mike Bennett Martell Cognac is to spend £2m on a massive marketing and promotional campaign based around its sponsorship of the world's most famous steeplechase. The Grand National ­ run at Aintree on 5 April ­ forms the centrepiece of a spring offensive that also includes tastings, competitions and pub parties. Brand owner Pernod Ricard says it's determined to make the event the biggest in the sector's calendar. At the same time it believes it will help the entire Cognac sector ­ with sales now back in growth at 3.4% year-on-year. Marketing director Mark Davis said: "Martell is a good brand in good health. And weare committed to developing the category." But he warned: "We all know Cognac needs to recruit newconsumers. It needs to reinforce the difference and benefits as opposed to other types of brandy." That's a major reason why, for the first time since Martell began sponsoring the National under Seagram's ownership, the word "Cognac" will be added to the race title. But no matter who passes the post first on the day, consumers will be among the big winners ­ with a competition to win VIP seats on the Orient Express, which is going to Aintree this year forthe first time.