Getting to the heart of Cognac country

Cognac can be a daunting spirit category, but Rémy Martin's new Coeur

de Cognac aims to change punters' perceptions. The PMA Team finds out how

Rémy Martin has embarked on a radical piece of Cognac market innovation by creating a product specifically designed to appeal to a broader demographic.

The company admits that Cognac suffers from a slightly old-fashioned image and producers may have been guilty of taking their eye of the European market as they cater for the booming American and Asian markets.

Coeur de Cognac is described by the company as a "fruit-driven spirit that simply melts in the mouth". Available in the UK from October, the birth of Coeur de Cognac follows Rémy Martin's in-depth consumer analysis of the Cognac market, which examined UK perceptions of the sector and consumer barriers to the category.

Maxxium UK's brand manager for Rémy Martin Linda Sooprayen says: "While the industry is seeing more and more educated consumers looking to upgrade and purchase higher quality drinks, few are actually considering or trading into the Cognac category, mainly because it is commonly regarded as unapproachable and overpowering."

Coeur de Cognac's uniquely smooth and fresh fruity taste marks a dramatic departure from the traditional spicy, leathery notes of the category.

Coeur de Cognac is aimed at being an ideal entry point into the sector for non-Cognac drinkers who are looking for premium products and who haven't yet explored the Cognac category, as it is not a taste one would expect from a Cognac.

Current cellar master Pierrette Trichet, only the fourth Rémy Martin cellar master in the past 100 years, says: "With Coeur de Cognac we have managed to achieve the kind of smoothness and sensuality that spreads through the mouth like the first bite into a ripe, juicy peach."

Coeur de Cognac's stylish modern bottle design also breaks the traditional cognac mould, ensuring it stands out against the traditional dark glass, smoky-look classic bottles currently available in the UK market.

Its striking, clear rounded bottle is almost peach-like in appearance and tempts consumers with the fruity golden spirit it contains.

Sooprayen adds: "Cognac sales are experiencing a resurgence in the off-trade as a result of the premium purchasing trend and while we have a loyal base of Cognac drinkers, we recognise that if the category is to grow further, we need to introduce new consumers who are going to drive real value into the category. Hence the introduction of Coeur de Cognac - an exciting contemporary blend that leaves a welcoming door open into the category for non-Cognac drinkers."

As with all Rémy Martin cognacs, Coeur

de Cognac is a Fine Champagne Cognac - a

legally-recognised appellation, which indicates that the eaux-de-vie have come exclusively from the Grande Champagne and Petite Champagne regions, generally regarded as the two finest growing regions in Cognac. In addition to this, 50% of the eaux-de-vie are picked from the private Rémy Martin family estates, famed for producing eaux-de-vie with particularly fruity notes.

Coeur de Cognac is a cognac designed for "sheer drinking pleasure" to be enjoyed without pomp or ceremony. It was launched last month and is being supported with a £250,000 consumer campaign. The campaign will include sampling activity across the country and will also reach London's commuters through electronic advertising visuals on the London Underground.