US. Haleybrooke International, the company formed by long-time Seagram duty free executive Patrick Nilson, is to launch a new Cognac from Louis Royer – Force 53 in Americas duty free.
Force 53 is a VSOP Fine Champagne Cognac with ABV of 53% compared to the usual 40% and is available in a 50cl bottle that comes complete with a unique see-through mesh canister. Launched six months ago it is available in selected European markets and is still growing its distribution. Outside the Americas, duty free Louis Royer supplies some countries direct and some via agencies.
Aimed at the younger male market, to be drunk on ice, with water or with three measures of tonic, and with particular appeal for gifting, Force 53 is priced at around US$40 in duty free.
“Force 53 has been designed as a very modern Cognac. It comes in 50cl and its retail price level is that of other major brands’ VSOP Cognac which come in 70cl. It is designed to make a perfect gift for men,” said Louis Royer area sales manager Philippe Pichetto. Grapes from the Fine Champagne area of Cognac produce the most sought after, powerful and rich flavours.
Why 53 degrees? Jérôme Royer, purchasing director and a descendant of Louis Royer the founder of the company, commented: “From experience, I have always noticed that it is around 53% that our VSOP Fine Champagne best reveals the magic of the typical aromas of a subtly rounded Fine Champagne, obtained from well-aged Cognacs.
“First, you have to smell this Cognac at its natural strength of 53%. As the degree is high, you should keep the glass far enough away from your nose and taste it gently and gradually so as not to dismember the bouquet. You will discover a vigorous, rich Cognac with a well pronounced ‘rancio’.”
Rancio is the distinct antique, woody signature of the oldest Eaux-de Vie.
“The water addition reveals the finest aromas of our VSOP Fine Champagne. The nose reveals perfumes of vine and lime, as well as vanilla which was extracted from the wood and absorbed by the Cognac during these long years of ageing,” said Royer.
For travel retail enquiries in the Americas, e-mail Patrick Nilson at .nilson@haleybrooke.com or visit the Haleybrooke stand number 501/503 in Orlando.
For the rest of the world e-mail Philippe Pichetto at P.Pichetto@louis-royer.com
