- Published on Wednesday, 04 January 2012 14:22
- Written by Laura Heywood
Rémy Martin is withdrawing its original VSOP from the European market and launching a mature cask finish expression in its place.
The brand extension sees 20% of the Cognac house's eaux-de-vie aged for an additional 12 months in Limousin mature oak casks that are over 20 years old.
Rémy Martin VSOP Mature Cask Finish will be available exclusively in Europe, while other markets around the world will continue to be allocated the existing VSOP.
The mature cask finishing process has been developed to produce "a well-rounded, smooth Cognac with enhanced fruity notes", according to Rémy Martin, and caters for changing European palates.
Chief executive Patrick Piana told Harpers: "It's our responsibility to continue to innovate and invest in Rémy Martin and Europe. We want to bring back VSOP into a young, adult consumption mode."
He added that the changes follow extensive research into the taste preferences of existing Rémy Martin VSOP drinkers and non-Cognac purchasers.
A "heavyweight" marketing campaign including PR, advertising, on-pack neck collars and sampling activity will start in the off-trade this month, followed by a series of tasting and educational events in the on-trade. Rémy Martin has also developed four new serves - a Sour, a Sidecar, a French Mojito and an iced tea.
The new VSOP will replace existing stock in the UK from February and will be available in a revamped, transparant bottle in 1 litre, 70cl, 35cl and 5cl formats. The rrp will remain the same at £32.99.