Pernod Ricard is launching a new advertising campaign for its French Cognac brand Martell in the UK.

Beginning tomorrow (6 November) and running throughout the Christmas period, the Martell 'Distinctly Modern' print campaign aims to promote the brand's "contemporary qualities" alongside its French heritage, the company's UK arm said today (5 November).

The campaign will involve print advertising in national newspaper supplements and magazines.

Chris Seale, head of marketing at Pernod Ricard UK, said: "Our new advertising campaign gives Martell the opportunity to showcase the blend of old and new which is at the heart of the brand, in an appealing and engaging way."

Pernod Ricard has shifted its focus on Martell towards higher quality varieties. Brand revenue rose 24% in the 12 months to the end of June this year, while volume growth was only 2%, Pernod Ricard said at its AGM today.