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).