Marketing French Cognac: Remy Martin “V” Is A “Distilled Grape Spirit” Or “Eau De Vie” That Will Compete In The “Clear” Vodka/Gin Mixed Drink Market
What Rémy is calling V on the bottle is "distilled grape spirit." The company might also call it an eau de vie (a clear, unaged brandy) and the name (pronounced as the letter "v", not the Roman numeral "five") is a hint to that. The director of Rémy Martin Cognacs and Estates, Vincent Geré, says that the purpose of the clear spirit "is to have an innovative spirit with the potential to mix." He adds that it is a reaction to nightlife and cocktail culture that has swept America in recent years. "It became clear that we had a role to play."
While not utilizing the two-and-a-half years of aging required to make a Cognac, the company did follow many of the exacting methods it uses in making its other products, including distillation on the lees (deposits of residual yeast) and pot-stilling. (Vodkas are typically made in column stills.) The product also uses the Rémy Martin standard of using only ugni blanc grapes grown in the Cognac regions of Grand Champagne and Petite Champagne.
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