Rémy Cointreau has surprised the drinks industry with the UK launch of a fruit-based alternative to its classic cognac aimed at young women.
Rémy Red liqueur has already proved popular in the US where it has been on sale for the last 18 months, according to marketer and distributor Maxxium UK.
After a promising test launch, the company plans to introduce the product to the on and off-trade within the next month at an rsp of £11.99.
It will be available in red berry, strawberry & kiwi and grape & blueberry flavours, using their cognac as a base.
Paul Murray, Maxxium UK’s
newly-appointed insight, innovation and NPD manager, emphasised it would be marketed separately from the cognac, which is pitched at older consumers.
“It’s a fruit liqueur which is intended to build on the growth of the cocktail culture. We want it to remain distinct from Rémy Martin Cognac as a standalone product,” he said.
Buyers had mixed views on whether reinventing such a classic brand would pay off. One said: “The cognac market has been leaking for quite a while so they are right in trying to attract new consumers. But the brand has such a lot of heritage and whether this is too radical remains to be seen.”
Another buyer said: “When a classic brand like Rémy Martin has such premium attributes there is very little you can do with it, so I admire them for what they are trying to do.
“But it’s going to be tricky competing with FABs, vodka and rum for the women.”
Consumer and trade advertising is in the process of being prepared and will be aimed predominantly at 21 to 34-year-old women.
Rod Addy and Claire Hu
Rémy Red liqueur has already proved popular in the US where it has been on sale for the last 18 months, according to marketer and distributor Maxxium UK.
After a promising test launch, the company plans to introduce the product to the on and off-trade within the next month at an rsp of £11.99.
It will be available in red berry, strawberry & kiwi and grape & blueberry flavours, using their cognac as a base.
Paul Murray, Maxxium UK’s
newly-appointed insight, innovation and NPD manager, emphasised it would be marketed separately from the cognac, which is pitched at older consumers.
“It’s a fruit liqueur which is intended to build on the growth of the cocktail culture. We want it to remain distinct from Rémy Martin Cognac as a standalone product,” he said.
Buyers had mixed views on whether reinventing such a classic brand would pay off. One said: “The cognac market has been leaking for quite a while so they are right in trying to attract new consumers. But the brand has such a lot of heritage and whether this is too radical remains to be seen.”
Another buyer said: “When a classic brand like Rémy Martin has such premium attributes there is very little you can do with it, so I admire them for what they are trying to do.
“But it’s going to be tricky competing with FABs, vodka and rum for the women.”
Consumer and trade advertising is in the process of being prepared and will be aimed predominantly at 21 to 34-year-old women.
Rod Addy and Claire Hu
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