Rémy Martin’s Clear Spirit, V, Making Name For ItselfFebruary 22, 2013
When Rémy Cointreau introduced its Rémy Martin V expression in select U.S. markets in late 2010, it was filling what it saw as a need for a super-premium alternative to mainstream clear spirits. Leveraging its mixability and a strong initial response from urban Millennial consumers, V, which is 80-proof and retails at $40 a bottle, has enjoyed a strong start out of the gate. For the 12-month period ending in November, the label posted volume of 15,252 cases in control states, which account for around one-quarter of total U.S. spirits consumption. Rémy says key open markets have also been fertile territory for V.
“Performance for Rémy Martin V continues to surpass expectations,” says brand director Nicolas Heriard Dubreuil. “We’ve seen the most consumer excitement in New York, Illinois, Michigan, Florida, Georgia and California.” After initially test-marketing V in the Bay Area and Atlanta in the fall of 2010, Rémy has gradually expanded its footprint. Still, with the new product currently available in only 18 states, it appears to have plenty of upside.
Aimed at consumers of both white spirits and cocktails, Rémy Martin’s first clear spirit is not technically a Cognac. The raw eau de vie used to make V rests for several months before undergoing an ice-cold filtration, followed by bottling.
With V providing momentum from an innovation standpoint, Heriard Dubreuil says the parent Rémy Martin brand is having its best success at the high end of its range. “The trend is most definitely returning towards quality and luxury goods,” he says. “Super-premium Cognacs are seeing double-digit growth, and we continue to see increased demand for luxury spirits. The entire Rémy Martin portfolio is performing well, but especially our higher marques.” Rémy Cointreau USA recently extended Rémy Martin’s “Things Are Getting Interesting” ad campaign with the brand’s first-ever TV spot in the U.S. market.