The woman staring back at me holds my gaze. She is dark haired, glamorous and overtly sexual. Sat on the edge of the bed, dressed in the next to nothing she flicks her hair. I should be careful, she has a reputation as a man-eater and decadent socialite. She has a nose for business too, for this is the woman Seagram is entrusting with turning around its Cognac business, possibly the most poisoned chalice in the drinks portfolio.
Martell hopes sex sells, but who’s the hot date?
A young sophisticated city girl maybe Martell's only hope of survival but with predictions of 5% growth next year, there is still some life in the old brand believes John Bilello, Seagram's group head of Cognac. Chris Brook-Carter talks to him and analyses the future of one of the most historic Cognacs.