As part of Pernod Ricard’s ongoing commitment to make cognac relevant again, we were tasked to recruit more consumers into its iconic Martell brand – the oldest of the great cognac houses.

Harnessing the power of influence, Martell partnered with multi award-winning Mr Lyan. Founder of premium bar, Super Lyan in Hoxton, Mr Lyan launched Martell's latest expression - Martell VS Single Distillery to discerning journalists and bloggers from the likes of Centurion, Daily Telegraph, Conde Nast

Traveller and The Huffington Post. The Cocktail Composition Masterclass was designed to demonstrate the versatility of cognac in cocktails and to broaden its appeal amongst discerning men.

Mr Lyan showcased various cocktails and stylish garnishing, and the creations were brought to life with a 'how-to-create-shareworthy-photography' session.

Targeted social media reach from our event is already at over half a million with strong editorial endorsement also appearing online in luxury title, Centurion magazine the next day.

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