A blend of French brandy and Provençal honey is being introduced to the UK on-trade by St-Rémy to capitalise on the popularity of flavoured spirits.
The UK is one of the first markets in the world for the launch of the new liqueur which has been created by the makers of St-Rémy, the world’s number-one French brandy.
It is launching exclusively into the premium on-trade, with plans to move into the off-trade by the end of next year. As the brandy itself is not currently available in the UK, St-Rémy with French Honey will be the 128-year-old brand’s only presence in this market.
It is made with a high-quality brandy, combined with a honey blend that has been produced in Provence since 1920. Due to the plants used by the bees to gather nectar, the honey has notes of thyme, lavender and rosemary.
The result is an amber liqueur with malted, flowery, woody and fruity notes balanced with natural-tasting honey flavours.
Terry Barker, sales and marketing director at UK distributor Cellar Trends, said: “Experimental flavours are driving market growth in spirits, and it’s the sweeter profiles that are dominating overall.
“Honey is the flavour that’s captured consumer attention, and it is in massive growth so this is the ideal time to launch St-Rémy with French Honey.”
It is being recommended for serving as a shot, over ice, with ginger ale and in cocktails. It was successfully trialled by bars in Brighton and Nottingham.
Its launch will be supported by sampling events at flagship accounts where consumers will be able to enjoy signature serves, backed up by point-of-sale materials reinforcing the brand’s French heritage.
The liqueur was created by St-Rémy’s master distiller Martine Pain, who has been working there for more than 15 years. She says the brandy is enhanced by the aromatic flavours of the honey. “I wanted a very special honey, a French one from Provence, unique, very tasty and sophisticated.”
As well as the UK, St-Rémy with French Honey has been launched in Russia, Nigeria and Canada where it has been “exceptionally” well received. The brand is part of Rémy-Cointreau which also owns brands such as Cointreau liqueur, Rémy Martin cognac, Greek spirit Metaxa, Mount Gay rum and Bruichladdich whisky.
Antoine Couvreur, brand director of St-Remy, said: “Being the leader of the French brandy category worldwide, we want to offer our consumers new ways to savour the unique style of St-Rémy.
“Martine Pain has once again demonstrated her unique skill and savoir-faire in crafting St-Rémy with French Honey. Not too strong and not too sweet, it has this perfect balance between honey and brandy notes.
“We are therefore hugely confident that UK consumers will love this refined new liqueur just as much as our other markets.”