"This will allow the brand to compete on a broader consumer platform," says Candice Stuart, category manager for KWV imported brands. "It will be launched nationally to the trade as well as to consumers in February/March 2011."
Globally, the cognac market has shown positive growth. Year on year, market volumes have increased by 28.3% and market value has increased by 38.9%. Research issued by AC Nielson in September 2010 showed that locally, volume has grown 0.8% and value has grown 11.7% - Remy Martin currently holds 8.7% of the local market share.
"This will offer our consumers a further entry point into the realm of cognacs and allow an upgrade to the premium products - VSOP, XO and Louis XIII - as the consumer matures," concludes Stuart.
