Ultra premium cognac enters more hotels

Chennai, Feb 6 (IANS) French alcohol manufacturer Remy Cointreau is tying up with five-star hotels in India for its ultra-premium cognac Louis XIII, said an official.

A bottle of Louis XIII is priced around Rs.2,50,000.

"India is an important markets for us. We are building the team and distribution network," Christopher Bourrie, regional director of Louis XIII-South East Asian, Middle East and India, told IANS.

He also expressed satisfaction at the performance of the company's Indian subsidiary.

The French company has records of shipping cognac bottles to Madras (now Chennai) way back in 1880, said Vincent Cleme, the company's brand ambassador for the sub-continent and Gulf.

On Louis XIII, Bourrie said: "The product is moving well in all the five-star hotels where it is sold."

Cleme said their focus for Louis XIII was five-star hotels in major cities while the other products were being sold in hotels, social bars and retail outlets.

According to officials, The Leela Palace will stock the product once it starts operations while ITC Grand Chola, Park Sheraton, Taj Coromandel, Taj Club House and some others are already selling it.

A small peg of Louis XIII costs around Rs.11,500 here, said officials.

The Louis XIII is a combination of around 1,200 cognacs and is more than 100 years old.

"The bottle is made of pure crystal with a 24-carat gold at the bottle neck," said Bourrie.

On the domestic brandy market, Cleme said the market was small. "However, South India is an important brandy market and our products are moving well in hotels and retail outlets."

The company is focussing on cognac -- a variety of brandy -- with its brand Remy Martin being pegged as a fun drink, said Cleme.

He said the perception in India on brandy as a winter drink that treats cold was changing with its use in cocktails.

Remy Ice BoXX that helps bartenders serve chilled cognac shots was a step in this direction, he said.

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