Martell Cognac has announced an addition to its portfolio. The Pernod Ricard-owned company has this week globally launched a new Martell XO.

The new Cognac has been introduced as a direct response to consumer demand for super premium Cognacs, Martell said.

At the UK launch on Monday (31 October), John Grievesen, marketing director at Pernod Ricard UK, said: "The time is right to introduce Martell XO which we believe is a truly outstanding XO Cognac and will fulfil the UK market demand for a modern luxury offering."

The launch of the Cognac in the UK will be supported by tactical consumer and trade advertising, Martell said. The advertising will begin this side of Christmas and will run through into the New Year.

Speaking to just-drinks, Grievesen played down the recent hype surrounding the Cognac category from the likes of rapper P-Diddy. "Bling is a short-term fad," Grievesen said. "Although we're trying to shake off the 'foisty' image of Cognac, we're keener on emphasising savouring Martell XO as a special moment with friends."