Food & Drinks

Remy Martin targets mixtapes with VSOP pack in US – Cognac in the US data

Rémy Cointreau has released details of a limited edition pack in the US for the VSOP expression of its Rémy Cointreau Cognac brand.

The Remy Martin VSOP pack comes despite a recent pledge by Remy Cointreau to reduce its use of gift boxes

The pack, which is available both online and physically in “select states”, plays on what the company describes as the “mixtape culture” of the 1980s and ’90s. The news comes despite the group announcing seven months ago that it would discontinue gift box packaging for more of its Cognac expressions, having already started to dial down the use of environmentally-unfriendly boxes for VSOP.

“The Rémy Martin VSOP bottle has been an icon in music culture for generations, and we are thrilled to debut this refreshed limited-edition design,” said Rémy Martin Americas VP Tina Reejsinghani. “Musical artists of the past have shaped and inspired the sounds we hear in music today and that same timeless excellence is reflected in what we have celebrated with our Cognacs throughout our own history.”

The pack, which will be on sale for an unspecified period, has an SRP of US$50.

Cognac in the US – Volume Trends 2015-2024

Source: GlobalData

The US is a major market for Cognac, with the country showing impressive growth rates in recent years. According to figures from GlobalData, the category’s volumes climbed from 7.8m nine-litre cases in 2015 to almost 10.2m cases four years later – a Compound Annual Growth Rate (CAGR) of 5.4%. Despite an expected decline last year, the US will kick on, with GlobalData forecasting volumes of 11.6m cases in 2024, representing a ten-year CAGR of 4.1%.

This year has not started well for Cognac brand owners after the US confirmed earlier this month that a 25% tariff will be placed on the category’s exports into the country.

Which Cognac brand owners are in line for a hit as new US tariffs loom? – Click here for a just-drinks analysis

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