In early 2008, Remy Martin launched a new cognac in test markets, Germany and Great Britain. "Coeur de Cognac" is the result of
a very interesting study that the brand carried out in order to take into
consideration the changing expectations and tastes of consumers.
The constatation,
shared by all brands of cognac is simple: cognac sales are gradually decreasing
in their traditional European markets. "Too strong … too masculine … too
segmental … a topic of conversation for experts or the initiated". Where Chinese and African-American consumers
see a strong symbol of social status or conspicuous consumption to share
socially, European consumers see a digestive product to be consumed at home.
Remy Martin
thus chose to create a "new" cognac, more "fruity", with a
lower alcohol content, allowing new consumers access to new taste experiences.
To quote Pierre Trichet, Cellar Master: "In its aroma, we have sought
to highlight the fruity side of ripe summer fruit. On the tongue, we worked on
a smoothness and softness that minimizes the presence of alcohol. With Coeur de
Cognac, we succeeded in obtaining this sensation of roundness and sensuality
that lines the mouth, akin to when we bite into a pear or a ripe apricot".
How does one promote such a product? Should we stick to the traditional advertising of
cognac where the merits of the region, the complexity of the flavours are
vaunted? How can these aromas, this gourmandise, this sensuality be evoked? How
can evocative images be found for a consumer who has no idea, a priori, of the
signification of the words like "roundness", "fruity notes,"
or "woody notes"?
Remy Martin's
choice was radical.
The brand has chosen two standpoints that are very innovative:
- Transport the consumer
to a world that he is fully familiar with - and whose vocabulary is very
similar to that of wine and spirits: pastry.
The focus of the consumer on the product is thus "shifted" by taking him to familiar ground – he is reassured and the images evoked in him are positive. - Ask a reputed Pastry Maker to imagine HIS "Coeur de Cognac", in this case, Pierre Hermé.
A renowned creator is associated with the new product - but leaving aside the sempiternal list of fashion designers whose world has no place here.
The result is sumptuous and it completely renews the image of the category: it makes one eager to savour these tastes and transforms cognac into a gourmet product – a very, very tempting one. Bravo!
