Maxxium UK has launched a Cognac for people who don't like Cognac.

Coeur de Cognac, launched under the Rémy Martin brand, has been developed following research suggesting consumers find the category intimidating.

The smooth and fruity Cognac marks a departure from the spicy, leathery taste profile usually associated with the category.

"While the industry is seeing consumers looking to upgrade and purchase higher quality drinks," said brand manager Linda Sooprayen, "few are considering Cognac as they see it as unapproachable and overpowering."

Coeur de Cognac, rsp £34.99, is aimed at 25 to 50-year-olds who are after affordable luxuries, she says.

The launch will be promoted with a £250,000 marketing spend and a nationwide sampling campaign. The company will be focusing on matching the Cognac to foods as well as mixing it in cocktails and drinking it on the rocks.