Rémy Cointreau has unveiled a limited-run gift pack for Rémy Martin XO to tie in with the Hindu festival Diwali.
Rémy Martin XO Diwali Limited Edition has gone on sale “nationwide” in the US this week at an SRP of US$199.99 per 75cl bottle. The red ‘coffret’ (box) features a traditional Indian design called a rangoli, which is often drawn on the floor at the entrance to homes during Diwali.
The launch is accompanied by a marketing campaign, titled ‘My Diwali’. Global Drinks Intel has requested further information on the company’s activation plans.
“Diwali brings loved ones together through the rituals of lighting the home, exchanging gifts and welcoming a new beginning,” said Rémy Cointreau Americas’ VP of luxury brands, Tonia Mancino. “With the Rémy Martin XO Diwali Limited Edition, we wanted to create something worthy of those moments … .”
Diwali this year runs from Friday 6 November to Tuesday 10 November.
Last week, Diageo partnered with Indian fashion designer Rahul Mishra for the second ‘festive’ extension of Johnnie Walker’s Blue Label line. The Indian Festive Blend is on US and global travel retail shelves now at an SRP of GBP220 (US$291.10).
