Maxxium UK is continuing its raft of new launches with the introduction of Rémy Martin XO cognac.
With a price tag of £95, the spirit is aimed at connoisseurs, although sampling in both the on and off-trades aims at persuading other consumers to splash out. It is the latest in a series of recent launches from the distributor which have included Plymouth Gin Fruit Cup.
The move towards premium cognac is also being championed by Hine, which is targeting multiples with its recently repackaged range.