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Rémy Martin discontinues existing VSOP in Europe

7 January 2012 One Comment

Cognac Fans was the first source publishing that the existing VSOP of Rémy Martin won’t continue with the coming of the VSOP Mature Cask Finish in Europe. Some followers on twitter didn’t believed us…

Now about two weeks later it becomes clear that we were completely right, the VSOP will definitely discontinue in Europe, but will continue to be sold throughout the rest of the world despite its removal from the European market.

The VSOP Mature Cask Finish is, in effect, the same as the current VSOP but it spends its finishing period of one year in 20-year-old Limousin oak casks, rather than larger oak vats.

The new expression is designed to have more fruit characteristics, particularly peach and apricot, due to greater interaction between the Cognac and the air that the final ageing period in cask provides.

The packaging has also changed, bringing in a clear bottle with an embossed centaur, personally we find the old VSOP bottle more characteristic, but there must be a reason for this chance…

Changing consumer tastes in Europe and the need to attract new and younger drinkers to the category was the reason given for the change.

The rise in popularity of cocktails and experimentation with different spirits in recipes has been particularly noted by the house and it is hoped that the new flavour profile will make it “ideal” in cocktails.

Rémy Martin has highlighted four recipes in particular: French Mojito, Sidecar, Rémy sour and Iced Cognac Tea.

A “heavy” 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.

This new VSOP will replace existing stock beginning in the UK from February and will be available in a revamped, transparant bottle in 1 litre, 70cl, 35cl and 5cl formats. The price (rrp) will remain the same at £32.99 in the UK, hopefully it will stay the same in all European Countries.

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One Comment »

  • Cedric Dixon said:

    Is there anyplace in the Chicago Illinois area that I can find the original Remy Martin grand cru

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