SPECIAL SECTION
COGNAC Part of the challenge for any brand with such a long heritage is reaching the next generation. Vinclet believes Rémy Martin is well-positioned thanks to investment in e-commerce and partnerships with chefs and brands like MICHELIN. The brand will work with MICHELIN to promote its star ceremonies worldwide, and the green star, which highlights restaurants engaging in sustainable gastronomy. “From supporting speeches delivered during the MICHELIN Guide events to sustainable recipes shared every month on social media,” Vinclet says, “the joint ambition is to raise awareness about the challenges of tomorrow’s cuisine, encourage positive change in the industry and work towards a more sustainable, responsible future for all.” Both Loiseau and Vinclet believe that the brand is well-positioned to appeal to Millennials looking for craftsmanship, authenticity, and strong values. The MICHELIN partnership, especially with the green stars program, speaks to the company’s values and dedication to sustainability, an undertaking that dates to 2007. Since 2014, it has been working with winemakers to achieve HVE certification, the highest level of environmental certification given by France’s Ministry of Agriculture and Food. This program takes a holistic approach to reduce agriculture’s impact on the environment. Already, 50% of Rémy Martin’s partner growers have achieved the certification. Cognac is one of the few spirits to come from a recognized appellation in a specific country, France, which makes it attractive for consumers looking for authenticity. “The transparency, quality and traceability of brands like Rémy Martin coupled with the fact it is such a unique and characterful spirit is pivotal in achieving new opportunities,” remarks Vinclet. Bartenders value cognac for its versatility, whether as a cocktail’s base spirit, sipped neat or on the rocks. “It also makes a perfect accompaniment
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