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.




Bookmark this


Site Search

COMMENT

Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter