The heart of it

21 September, 2007

The Cognac category is commonly regarded by shoppers as "unapproachable and overpowering", according to Linda Sooprayen, brand manager for Rémy Martin. "While the industry as a whole is seeing

educated consumers looking to upgrade and purchase higher-quality drinks, few are actually considering

the Cognac category," she says.

In a move to reverse this trend, Rémy Martin is targeting its latest release - Coeur de Cognac - at younger consumers, and will omit all references to age and appellation from packaging. "Coeur de Cognac offers an ideal entry point

for non-Cognac drinkers who are looking for a premium product ," a spokesman says. It's described as having a "uniquely smooth and fresh fruity taste", which is a dramatic departure from the

spicy, leathery notes of the category.

The drink is a blend of spirits from Rémy Martin's top vineyards in Petite Champagne and Grande Champagne and will hit shelves in early October (rrp £34.99 for a 70cl bottle).


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English wine: a happy harvest for Christmas

All across England and Wales, vineyards are being harvested. Down winding country lanes come armies of welly-wearing conscripts wielding secateurs and buckets, ready to reap the rewards of our vines. Happily they come, their cheeks ruddy with pride. Half an hour later they’re crawling over muddy clods with lacerated hands, drenched in claggy juice and cold sweat, as if ploughing through an endurance race.

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Is blended Scotch overshadowed by single malt in retailers?

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