Under the craftsmanship of Cellar Master Baptiste Loiseau, Rémy Martin has launched VS Supérieur across South Africa and Nigeria, marking a milestone for the House’s relationship with the African market.
Reviving a historic label, this new expression is crafted exclusively from grapes grown in the Petite Champagne region and is aged for three years in French oak casks. Versatile and expressive, Baptiste has reinterpreted the blend for today’s modern palate. VS Supérieur fully embodies Rémy Martin’s dedication to honouring heritage while celebrating Africa’s vibrant luxury culture.
Amaury Vinclet, Executive Director of Rémy Martin, shares how the House continues to balance French savoir-faire with Africa’s dynamic energy, celebrating moments of success and modern sophistication.
YLA: Why were South Africa and Nigeria chosen for the launch of VS Supérieur?
Amaury: They are at the forefront of cognac culture in Africa. Both countries reflect a deep appreciation for cognac as a symbol of success, often enjoyed during moments of celebration. Rémy Martin VS Supérieur embodies this spirit – a powerful expression crafted to elevate life’s essential milestones.
YLA: How does Petite Champagne set this blend apart?
Amaury: The grapes are sourced exclusively from Petite Champagne, one of the most prized terroirs in the heart of the Cognac region. Its chalky soils and optimum climate give rise to eaux-de-vie of exceptional quality, aroma, flavour, and texture. We take this further with 100 per cent distillation on the lees and maturation for at least three years in French oak casks. The result is a cognac that is refined and powerful.
YLA: How does Rémy Martin balance tradition with modernity?
Amaury: Heritage is at the heart of Rémy Martin, but we are equally committed to dreaming forward. Like our Centaur – aiming for the stars while staying grounded – we honour the savoir-faire of our previous cellar masters while reinterpreting our blend for today.
YLA: How significant is design in shaping perception?
Amaury: In luxury spirits, first impressions matter. Packaging is not just a vessel – it’s the first expression of the brand’s identity. The dynamic bottle, with gold and black metallic details, reflects modernity and refinement, creating an immediate sense of prestige.
YLA: The House often speaks about sustainability and its connection to the land. How is this reflected in new launches like Rémy Martin VS Supérieur?
Amaury: Sustainability is integral to Rémy Martin, rooted in deep respect for the land and its terroirs. With VS Supérieur, this commitment runs through every stage – from sourcing grapes in Petite Champagne to responsible production that preserves soil and quality. Our focus remains on protecting the vineyards, supporting biodiversity, and ensuring each bottle reflects both heritage and a sustainable future.
YLA: Looking ahead, what role do you see Africa playing in the global cognac story?
Amaury: Africa represents one of the most exciting opportunities in the luxury world today. There is a unique energy here – rooted in local pride yet boldly forward-looking – that is shaping how the world understands modern luxury. Cognac has a natural place in that story, and we’ve created an expression that resonates with this spirit: aspirational, versatile, and deeply connected to moments of success and celebration.
