Redesigning a flagship product is one of the clearest signals that a brand is entering a new chapter. Martell is doing exactly that with the global refresh of its VS and Blue Swift bottles, a new look that has now arrived in Nigeria.
While the bottles have evolved to reflect Martell’s current global brand identity, the liquid inside remains unchanged. The refresh brings a contemporary expression to a brand whose legacy of iconic smoothness spans over 300 years, while preserving the qualities that have defined Martell across generations.
For the Nigerian market, the redesign carries added significance. Martell VS and Blue Swift are two of the brand’s most recognised expressions, with a strong presence across premium retail, hospitality and nightlife. Martell VS, a Very Fine, Very Special Cognac, continues to represent the classic character and craftsmanship associated with Martell. Martell Blue Swift, meanwhile, is born in Cognac and finished in Bourbon barrels, creating a distinctive expression that combines Martell’s heritage with a contemporary point of difference.
Together, the two expressions demonstrate the breadth of Martell’s portfolio while retaining the smooth character consumers have come to expect. The refreshed bottles allow Nigerian consumers to experience the brand’s latest global identity without changing what is inside the bottle.
The rollout also comes at an important time. During the transition period, consumers will see both the previous bottles and the refreshed bottles in stores, bars and lounges across the country. This is a normal part of the phased rollout, with the refreshed bottles becoming Martell’s new identity going forward.
Beyond the visual update, the redesign reflects Martell’s continued investment in one of its most important markets in Africa. By bringing the refreshed bottles to Nigeria as part of its global rollout, the brand is ensuring local consumers remain connected to its evolving identity while continuing to enjoy the same quality and craftsmanship that have contributed to its reputation for iconic smoothness over 300 years.
Supporting the launch is a nationwide integrated campaign spanning traditional media, outdoor advertising, digital platforms and creator collaborations with Make It With Martell, introducing the refreshed bottles to consumers through multiple touchpoints across the country.
For consumers, the message is simple: the bottle has a new look, but the Martell experience remains unchanged. From the Very Fine, Very Special Cognac character of Martell VS to the Bourbon-finished, shockingly smooth character of Blue Swift, the refreshed designs represent the next chapter for two of the brand’s most important expressions while preserving what makes them distinctly Martell.
The refreshed Martell VS and Martell Blue Swift bottles are now available across Nigeria.
