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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