REMY LAUNCHES NEW FRUIT LIQUEUR

Published: 23 July, 2008

Cognac producer Rmy Martin has added a new fruit liqueur to its UK portfolio in an attempt to attract stylish young women' to the Cognac market. RmyRed, which was successfully launched in the US last year, is available in three flavours: Red Berry Infusion, Strawberry Kiwi Infusion, and Grape Berry Infusion, all with an ABV of 16%. Research and test marketing in the UK showed that there was an opportunity for a premium, lower-alcohol, fruit-based drink among stylish, fashion-conscious younger women. RmyRed fits the bill perfectly. It means that now, the Rmy Martin brand appeals to a new segment - the fashionable, female, urban party set,' said Andrew Hannah, new product development manager at the brand's UK distributor, Maxxium UK. This is an exciting launch as it extends our presence in the growing cocktail market,' he added. Rmy Martin is not the only Cognac producer to move into this sector. Allied Domecq recently launched Hpnotiq in the UK, a blend of fruit juice and Cognac at 17% ABV, while Aliz, a similar product, has been available for a number of years. This is, however, the first time a major Cognac house has attached its name to a Cognac/fruit juice blend.

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