RÉMY MARTIN UNVEILS CLEAR SPIRIT RÉMY V TO CAPTURE NEW GENERATION OF DRINKERS

Rémy Cointreau has launched Rémy V, a clear spirit extension of its flagship Rémy Martin cognac. Targeting lighter, daytime drinking and cocktail culture, Rémy V offers fruity, floral flavours with citrus and mint notes. The US launch is supported by a campaign fronted by internet personality Tefi Pessoa.  

Rémy Cointreau has taken a bold step in reimagining its flagship Rémy Martin cognac brand with the release of Rémy V, a clear spirit designed to appeal to a younger, more diverse audience. Announced on 3 March, the launch marks a significant departure from the traditional image of cognac as a spirit reserved for evening indulgence and neat sipping. Instead, Rémy V is positioned as a lighter, more versatile drink suited to daytime occasions and cocktail culture.  

Crafted from French grapes and distilled on lees in copper pot stills, Rémy V carries an ABV of 35% and is priced at US$34.99 per 75cl bottle. The spirit is described by the company as offering fruity and floral flavours with refreshing hints of citrus and mint. Available across on- and off-premise channels in the US, as well as through the Rémy Martin website, the launch signals the brand’s intent to broaden its reach beyond traditional cognac drinkers.  

A spokesperson for Rémy Cointreau explained the rationale behind the innovation: “The launch is a response to the rise of cocktail culture and a shift toward more ‘sessionable’ spirits. While our traditional cognac portfolio is often savoured neat, Rémy V satisfies a different demand moment.” This acknowledgement of evolving consumer preferences reflects the wider industry trend towards lighter, approachable spirits that lend themselves to mixology and social occasions.  

The marketing campaign accompanying Rémy V is equally unconventional. Fronted by internet personality Tefi Pessoa, the initiative carries the slogan ‘it’s V you’ and is designed to resonate with digital-first audiences. Pessoa has been dubbed “the voice of the spirit”, and her involvement extends to branded social media content across her channels. The campaign also features monthly sweepstakes, with prizes ranging from limited-edition summer accessories designed by Pessoa to a holiday in Miami. Running until September, the competition underscores Rémy’s ambition to build cultural relevance and lifestyle appeal around the new product.  

Rémy V’s introduction comes at a time when rival spirits companies are also experimenting with extensions that challenge category conventions. Pernod Ricard’s Chivas Regal brand, for instance, unveiled Crystalgold last year, a filtered “oak-aged spirit” created through a bespoke process involving temperature control and precise flow rates. Such innovations highlight the industry’s willingness to blur boundaries between traditional categories and contemporary consumer demands.  

For Rémy Cointreau, the launch of Rémy V also arrives against a backdrop of mixed financial performance. In its third-quarter results announced in January, the group reported that overall sales were nearly back to year-on-year parity, with fiscal 2026 down just under 2% in the first nine months. Cognac sales rose by 3.2% in the quarter, but the nine-month period remained negative at -4.3%. Against this context, Rémy V represents both a strategic diversification and a potential growth driver, particularly in the US market where cocktail culture continues to thrive.  

The decision to create a clear spirit under the Rémy Martin name is not without risk. Cognac has long been associated with heritage, luxury, and tradition, and some purists may view the move as diluting the brand’s identity. Yet, the company’s willingness to innovate suggests confidence in its ability to balance legacy with modernity. By retaining the use of French grapes and copper pot stills, Rémy V maintains a connection to the craftsmanship and authenticity that underpin the Rémy Martin brand, while simultaneously opening the door to new consumption occasions.  

Ultimately, Rémy V reflects a broader narrative within the drinks industry: the need to adapt to shifting consumer lifestyles without losing sight of heritage. Whether the clear spirit succeeds in carving out its own space alongside traditional cognac remains to be seen, but its launch demonstrates Rémy Cointreau’s determination to remain relevant in a competitive and evolving market. For younger drinkers seeking flavour, versatility, and cultural resonance, Rémy V may well prove to be the spirit of choice.