…as Martell marketing shifts to UK

Global marketing for the 281-year-old Cognac, Martell, has been wrenched from France, where the brand originated, and relocated to the UK by Martell’s US owners, Seagram.

James Espey, president of The Chivas and Glenlivet Group in the UK, which is part of Seagram, is now in charge of global marketing for Martell.

The brand was bought by Seagram in 1988 from the Martell family. Marketing for Martell had been handled from Cognac by Hubert Millet who is president of Seagram global brands.

However, the role has been given to Espey and it is believed that more of the marketing may be run from London. Millet will be overseeing production for the Martell brand.

The marketing shake-up is believed to be linked to heavy redundancies at both Martell and Seagram-owned Mumm (see story above).

A spokesman for Seagram says Espey’s role as global marketing chief for Martell will not affect the marketing team in France, run by vice president marketing David McEwan. He reported to Millet and now reports to Espey.

“Over the past two years we’ve tried to move our decision-making closer to the consumer,” she says.

The brand suffered a further blow with Jack Drounau, director general of Martell in Paris, leaving the company after 26 years, suddenly last month.

Seagram says the last remaining member of the Martell family in senior management, Patrick Firino Martell, will now assume both roles – president of the board of directors and director general.