The latest cognac producer attempting to put some life back into the sector is Rémy Martin, which is introducing a new product at the bottom end of its range this month. When the UK division of the global sales and distribution company Maxxium Worldwide began trading in February it announced a number of product launches for this year, including a VS style for Rémy. (The Grocer, Feb 26, p54) For many years the cognac house has concentrated on VSOP and higher quality styles. Now it is bringing out a VS at £18.99, promoting it as a long drink. The VS Grand Cru should be in Sainsbury by the end of July. Business development director Huw Pennell said: "We expect keen interest from pubs and restaurants which are currently selling high volume cognac." The promotional support ­ primarily merchandising and point of sale material ­ features the straplines Refresh the Spirit' and Mix with the Best' and suggests adding mixers such as cola, cranberry juice, lemonade and orange juice. Rémy Martin VSOP is the UK's leading VSOP cognac in the category and has a 6% share of the total UK cognac market. Maxxium is a joint venture between, Highland Distillers, Rémy Cointreau and Jim Beam Brands. {{DRINKS }}