Rémy Martin plans to plug a gap left by the decline of RTDs with the launch of a fruit and cognac-based liqueur, which is aimed at women who want to mix their own long drinks.
As revealed by The Grocer (p62 June 19, 2004), Rémy Red will be distributed from this month by Maxxium UK and is in the process of gaining listings with multiples, specialist off-licences and bars.
The 16% abv mix, which includes Rémy Martin cognac and is available in Red Berry, Strawberry Kiwi and Grape Berry flavours, was successfully launched in the US last year.
Despite concern from some
buyers that the product might not fit within the Rémy Martin portfolio and struggle to compete with spirits and RTDs for female customers, the company says research shows a big opportunity for a premium, lower alcohol, fruit-based drink.
Andrew Hannah, new product development manager for Rémy Red, said it would be an alternative to wine and also tapped into a move away from RTDs to more versatile drinks.
“It will be a distinct product from Rémy Martin and is aimed at groups of women out on the town or staying at home to drink. If you look at the way the RTD market is going, it seems people are looking for something a bit more interesting and authentic.”
Rémy Red’s closest rival is Allied Domecq’s Hpnotiq, a blend of cognac, vodka and fruit juice which was test-launched in September.
AD claims it is struggling to keep up with demand.
Rémy Red will be supported with a PR and sampling campaign before Christmas.
Claire Hu
As revealed by The Grocer (p62 June 19, 2004), Rémy Red will be distributed from this month by Maxxium UK and is in the process of gaining listings with multiples, specialist off-licences and bars.
The 16% abv mix, which includes Rémy Martin cognac and is available in Red Berry, Strawberry Kiwi and Grape Berry flavours, was successfully launched in the US last year.
Despite concern from some
buyers that the product might not fit within the Rémy Martin portfolio and struggle to compete with spirits and RTDs for female customers, the company says research shows a big opportunity for a premium, lower alcohol, fruit-based drink.
Andrew Hannah, new product development manager for Rémy Red, said it would be an alternative to wine and also tapped into a move away from RTDs to more versatile drinks.
“It will be a distinct product from Rémy Martin and is aimed at groups of women out on the town or staying at home to drink. If you look at the way the RTD market is going, it seems people are looking for something a bit more interesting and authentic.”
Rémy Red’s closest rival is Allied Domecq’s Hpnotiq, a blend of cognac, vodka and fruit juice which was test-launched in September.
AD claims it is struggling to keep up with demand.
Rémy Red will be supported with a PR and sampling campaign before Christmas.
Claire Hu
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