Rémy IceBoxx goes on UK bar tour

22 October, 2009

Prior to a nationwide roll-out in the UK, premium cognac Rémy Martin is sending its IceBoxx chiller out on the road.

The IceBoxx machine freezes Rémy VSOP to -18ºC, and can be used for short or long serves. The low serving temperature is said to: "intensify the floral aromas in the product, enhancing the texture and giving a smoother, velvety taste."

Rémy Martin UK distributor First Drinks is planning visits to ten top-end bars in London and other launch parties at high profile venues around the country. Classic cocktails such as the Sidecar and Champagne Cognac will be used in the promotions.

Venues scheduled on the IceBoxx tour include: Callooh Callay, London; Diva Beach, London; Epernay, Manchester; Goldbrick House, Edinburgh; and Le Monde, Edinburgh.

"The IceBoxx is designed to capitalise on a new cognac drinking trend brought over from the US," says Anthony Habert, senior brand manager for Rémy Martin at First Drinks. He adds that it will: "Open up opportunities to a new generation of consumers who would not normally think to order a cognac at the bar."

First Drinks expects IceBoxx to: "drive overall profits for the trade, and money through the tills of individual bars."

From November, the company will be providing the on-trade with supporting POS and the opportunity of a training session with Rémy Martin brand ambassador Alex Quintin.

"Cognac is a much more versatile spirit than people traditionally think," says Habert, "and as the world's number one premium cognac, we feel we have a duty to push the category forward."