Rémy Martin launches new VSOP
Rémy Martin has launched a cask-finished VSOP for the European market.
Rémy Martin VSOP Mature Cask Finish spends one year in Limousin oak casks that are over 20 years old and are smaller than traditional barrels used for aging.
The process aims to bring out the peach and apricot notes in the Cognac, as well as making it smooth and well-rounded. The fruitier flavour is hoped to draw new drinkers into the Cognac category.
Rémy Martin VSOP Mature Cask Finish is to replace the existing Rémy Martin VSOP from February.
In the off-trade the bottle will come in a gift pack, rrp £32.99.
Senior brand manager Victoria Olivier said: “We are excited about launching the new expression of Rémy Martin VSOP in the UK. The brand continues to perform exceptionally well and we are confident that the Mature Cask Finish will really suit the taste profile of UK consumers, help us to recruit new drinkers and drive dynamism of the Cognac category.
“We have committed heavyweight investment to support the launch of the product to the trade and encourage trial across all trading channels. A significant increase in expenditure will ensure that the brand has its biggest support package in recent years.
“The marketing campaign will include PR, advertising, an educational and engaging CRM programme, and on-pack neck collars and sampling activity which will kick start in the off-trade in January.”