Remy targets younger consumers

29 June, 2007

Rémy Martin is targeting its latest release - Coeur de Cognac - at younger consumers, and will omit all references to age and appellation from packaging.

The drink is a blend of spirits from Rémy Martin's top vineyards in Petite Champagne and Grande Champagne. A spokesman said: "Consumers don't really understand what VSOP or XO stands for. This Cognac is not going to taste like other Cognacs have in the past, and it will appeal to a younger, more female demographic."

It has also been made differently from traditional Cognacs, with a slower distillation process taking place in small pot stills. It is described by master blender Pierrette Trichet as having an "essence of ripe summer fruits" with a "smooth and soft palate".

Rémy Martin Coeur de Cognac will be distributed in the UK by Maxxium, with an rrp of £35 for a 70cl bottle.




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Looking back to look forward

Wine is a liquid time capsule. Drinking older vintages not only recalls the weather conditions and winemaking styles of the past, it encourages us to reflect upon our own histories. Such reminiscence often inclines towards romanticised nostalgia. Especially after the second bottle. But looking back is a great way of learning about the future.

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