The new expression uses the same blend of eaux-de-vie and the same period of ageing as its predecessor, but with minor tweaks to cater for changing European palates and to renew the range.
“We are excited about launching the new expression of Rémy Martin VSOP in the UK,” said Victoria Olivier, senior brand manager of Rémy Martin. “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.”
Introducing new drinkers
Recent research conducted by Rémy Martin, which sampled both existing Rémy Martin VSOP drinkers and non-Cognac purchasers, identified that the overall aroma, taste and smoothness of the fruit-forward Mature Cask Finish was well received across both groups. Rémy Martin is therefore confident that the Mature Cask Finish will introduce new drinkers to the Cognac category whilst retaining its loyal consumer base.
The new finishing period, in which the eaux-de-vie spends one year in Limousin mature oak casks that are over 20 years old, enhances the peach and apricot notes due to the small size of the casks amplifying the exchange between the Cognac and the air of the cellar.
Developed by Rémy Martin cellar master Pierrette Trichet and deputy cellar master Baptiste Loiseau, Rémy Martin VSOP Mature Cask Finish can be drank as a Cognac neat or on the rocks, or in cocktails such as the French Mojito and Sidecar.
The new product is presented in a contemporary and elegant transparent bottle and marked with the emblem of the House of Rémy Martin – the centaur.
Rémy Martin VSOP Mature Cask Finish will be replacing existing stock in the UK from February 2012 and is available in 1 litre, 70cl, 35cl and 5cl formats. Its RRP will remain the same – priced at £32.99.