Practice to allow ruthlessly whisky lovers

How to continue to dream lovers of cognac from around the world if excellence French alcohol consumption patterns in its country of origin Add, for corser the difficulty, the handicap of the hurdles of advertising for alcoholic beverages, Evin obliges, and you will measure the magnitude of the task that awaits Rémy Martin, and indeed all of the actors in the sector.

Paradoxical challenge also, because the consumption of this alcohol is always very well in Asia, where the rich Chinese have joined the ranks of Japanese fans, Russia, and of course in the United States, where he became connected drink young African Americans. A flat: the financial crisis and the stock market rout might have the effect of a cold shower for this type of consumption associated with the success and the feast.

In any event, the House of spirits decided to "take the floor again" in France. "One cannot imagine that our foreign clients come here and realize that what they believe to be part of the jewels of French culture has more courses on our territory", said Christian Liabastre, Vice-President of the House mother Rémy Cointreau, responsible for brand development. The hype around Louis XIII, the icon of the Group (read here), mark complements the launch of a new product, heart of Cognac. A "real" alcohol at 40 . But whose Assembly fruity, greedy, and distillation, very slow, to mitigate the ethyl smell, primarily women. The second sex is particularly resistant to cognac, perceived as a "trick of guys" that they consume between them. Rémy Martin hoped to get the message that heart of Cognac is the inverse of this macho drink and esoteric into its appellations, VS, VSOP and XO (see box opposite). Evidence that home, claiming 35 in value of the French market, is not resigned to this inexorable decline. The France represents more that 3.5 of the world market, or about 400,000 cases reported to the 12 million consumed each year, including 5 million in the United States only.

Enjoyed as an aperitif lying on a bed of ice or water until in the 1950s, the cognac would somehow guilty of the sin of pride. "The profession has imposed a logic of consumption based on the best spirits to drink pure, without water or ice and rather alimentary tract, leaving a Blvd. to whisky", he says. A little as if the perfumers were denied to the eau de toilette on the pretext of do no harm to their sales of extract, significantly more expensive. Thus codified, if not rigidifiée, the culture of cognac "missed several generations of consumers", Rémy Martin now wants to return thanks to its new product.

"Resumed the interest".

The group, which was created in 1724 and is controlled by the family Hériard-Dubreuil, a specialty of superior qualities. Eight to ten years of age, resulting from the Assembly from spirits of best terroirs, small and large champagne, with prices starting at 30-40 euros. De facto, making them little accessible to young people. "Our target is that of quitting already installed in the life", said Christian Liabastre. Modest or necessarily realistic, he explained that his objective with heart of Cognac is to achieve "resumed the interest". At home, the Vice-President of Rémy Cointreau does not hesitate to serve, before the meal, the XO of twenty years of age on a bed of ice "or with a little water to reveal all the aromatic spectrum". Practice to allow ruthlessly whisky lovers.

It need only to leave the France (and more generally the old country consumers in Europe) to find this freedom of movement. Thus in Asia, it is drinking in long elongated water or green tea drink, and transatlantic serves basic to countless cocktails such as the "side car" invented for Rémy Martin, in which he is married to the Cointreau orange liqueur and lemon juice.