Rémy Cointreau: Louis XIII - Managing Scarcity

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With Louis XIII, can you elaborate on where it's produced, the quality of the eau de vie needed, and the scarcity of its production? Also, discuss how Louis XIII is positioned in the consumer's mind and what other alternatives exist for spending €3,000 or €4,000 per bottle.

Between January and March, with the new year's harvest, all the wines are prepared. The cellar masters, along with the tasting committee, receive all the eau de vie produced in the Cognac region. There are seven Cognac regions, and they won't become eight or larger because they've utilized all possible areas. If you move closer to the ocean, the ground's salinity and air aren't suitable for producing the right wine. Therefore, the region won't expand and might even shrink due to climate changes affecting the harvest's maturity.

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With Louis XIII, can you elaborate on where it's produced, the quality of the eau de vie needed, and the scarcity of its production? Also, discuss how Louis XIII is positioned in the consumer's mind and what other alternatives exist for spending €3,000 or €4,000 per bottle.

In Cognac, you have only wine, and the eau de vie comes from one of the seven regions, which is Grande Champagne. Rémy Martin uses only Grande Champagne and Petite Champagne, collectively known as Fine Champagne, considered the best regions for producing the right wine and eau de vie. They use Grande Champagne because its terroir—ground, air, water, and ecosystem—allows the eau de vie to have significant aging potential.

This is a snippet of the transcript, sign up to read more.

With Louis XIII, can you elaborate on where it's produced, the quality of the eau de vie needed, and the scarcity of its production? Also, discuss how Louis XIII is positioned in the consumer's mind and what other alternatives exist for spending €3,000 or €4,000 per bottle.

The process is like a funnel, getting closer to the desired Louis XIII blend. It's expensive because the cellar master works with eau de vie selected and initially followed by cellar masters from two generations ago. These eau de vies can be 20, 30, 50, or even 70 to 80 years old.

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