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Bacardi aims to redefine Cognac market
Bacardi is aiming to “redefine Cognac” after revealing a new ultra-premium brand D’Ussé.
“There was an opportunity to redefine Cognac for the younger set of spirits consumers,” Giles Woodyer, D’Ussé brand director told the drinks business.
“D’Ussé has set out to be that game changer, offering a versatile complex flavour that has cross-category appeal.”
The US Cognac sector is dominated by the big four of Hennessy, Rémy Martin, Courvoisier and Martell, but Bacardi believes this new brand can have cross-category appeal.
USA CEO Robert Furniss-Roe and CMO Juan Rovira unveiled the new product at a private tasting in New York City, with it due to roll out next month before reaching national distribution in the US in September.
American hip-hop star Jay-Z is also behind the new venture, as he made an appearance at a launch event for D’Ussé last Wednesday at The Standard Hotel in New York City’s trendy Meatpacking District.
D’Ussé is made by Château de Cognac, which also produces Bacardi’s Cognac Otard, a brand not marketed in the US.
The product will be available in 750ml with a suggested retail price of US$44.99.
D’Ussé market launch will be supported with a fully integrated marketing with the goal to implement a staggered local market strategy starting with New York in June and culminating into a national launch in September 2012.