StateWays is the only magazine exclusively covering the control state system within the beverage alcohol industry, with annual updates from liquor control commissions and alcohol control boards and yearly fiscal reporting from control jurisdictions
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StateWays Q www.stateways.com Q November/December 2014 28 Other brands are focusing on updating their packag- ing and connecting with new consumers. Rémy Martin recently unveiled a new look for its VSOP packaging with a richer red label and focus on the brand's Centaur sym- bol. In 2013, LOUIS XIII launched the second edition of a Rare Cask — a cognac that was discovered by the prior Cellar Master, Pierrette Trichet as she conducted routine tastings. Initially intended for classic LOUIS XIII, it was found to have a slightly different taste profi le and alcohol content, and was bottled as a limited edition. Going forward, the brand hopes to build the reputa- tion of Cognac as a quality spirit, says Emma Medina Vice President of Rémy Martin VS, VSOP, V & 1738. "We believe that consumers need a deeper understanding of what makes Cognac a unique brown spirit and how to enjoy the product. Rémy Martin VSOP, and 1738 Leading Brands of Brandy & Cognac In The Control States (Thousands 9-Liter Cases) Brand Supplier 2012 2013 % Chg E & J E & J Gallo 499,900 512,346 2.5% Hennessy Moet Hennessy USA 411,222 441,141 7.3% Paul Masson Brandy Constellation Brands 294,302 318,468 8.2% Christian Brothers Heaven Hill Distilleries 244,265 227,271 -7.0% Remy Martin Remy Cointreau USA 138,495 133,803 -3.4% Courvoisier Beam Inc. 90,752 92,467 1.9% Salignac Beam Inc. 22,068 24,779 12.3% St. Remy Remy Cointreau USA 27,180 24,695 -9.1% Coronet Brandy Heaven Hill Distilleries 20,949 19,362 -7.6% Korbel F. Korbel & Bros. 15,390 15,494 0.7% Top Ten Leading Brands 1,764,523 1,809,826 2.6% Source: The Beverage Information and Insights Group from NABCA data. To learn more go to www.bevinfostore.com Educating consumers on how Cognac is made — from selecting the grapes, to distillation, to aging and blending, is an important part of fostering a greater ap- preciation for this category. This is why Rémy Martin has created the immersive Heart of Cognac Experience, an interactive consumer education program, to give consumers the confi dence in selecting Rémy Martin as their spirit of choice." The Heart of Cognac Experience will travel to seven cities across the U.S., with the goal of introducing more than 10,000 consumers to Rémy Martin. Other major brand activities include Courvoisier's "Exceptional Journey" campaign, celebrating the path toward excellence and featuring an original Web series hosted by celebrity Chef Roble Ali, which tells the sto- ries of fi ve individuals on their own exceptional journeys, celebrating the passion that goes into their crafts and the moments that have defi ned their careers. SMALL BUT UNIQUE O utside of the big brands, smaller houses have continued to target U.S. consumers — Camus offers a VSOP en- tirely from the Borderies region, as well as the unusual Ile de Re line, distilled and aged on an island off the coast of the French mainland, with cellars as close as 10 meters from the Atlantic. Tesseron Cognac, a family-owned Cognac house, for the fi rst time made its Signature Collection and Royal Blend bottlings available nationwide. Each of the four offerings — XO Passion, Extra Legende, Tresor and Royal Blend, are at the top-end of the pricing tier ($300, $500, $1,200 and $1,500, respectively).