Francis Abécassis Vineyards is hoping to rejuvenate the Cognac category with the introduction of ABK6 - a new range of Cognac targeted at image-conscious urbanites.

Launched to cash in on a growing thirst for brown spirits, the newcomer has been created to appeal to a new, younger generation of Cognac lovers through its innovative style of branding and packaging.

Produced in France, it consists of a three-strong line of 70cl variants, including VS Premium, VSOP Super Premium and XO Grand Cru, which are all products of France's controlled appelation of Cognac.

It will be joining the French vineyard's Leyrat and LeRéviseur brands on shelf.

The packaging stands out, with clean, pared down lines giving it a modern feel.

The bottles come with a metal screw cap, similar to many modern wine brands.

The Cognac category has traditionally been dominated by brands that play on their heritage and tradition, a trend estate owner Frances Abécassis is keen to change with the introduction of ABK6.

"The product is aimed at igniting the Cognac market with its Single Estate authenticity, quality and modern look," he said.

Deliberately off-key, ABK6 intends to overturn traditional cognac codes and develop its potential as a drink 'on the rocks' or with regular or sparkling mineral water, soda or tonic.

As well as having been aged nearly four times more than is required by law, the 40% abv drink is also said to be as versatile and mixable as vodka.

The tipple, the name of which was inspired by the estate's owner, was first introduced to the British Isles at the London Wine Fair, and the company is now working hard on achieving distribution in this part of the world.

On an international basis, ABK6 is already present in Russia, Holland, US, Malaysia, Belgium. Luxembourg, Spain, Denmark, Germany and France, and it is now keen to gain a further foothold in Scandinavia.

While reluctant to reveal figures, the company has high hopes for the drink and aims to double the number of markets for it over the coming year.