‘our brand ambassador Dita Von Teese has shed new light on this liqueur [cointreau], made it sexy, irreverent and controversial’

“Life is too short to drink only whisky,” declares Xavier Desaulles, regional managing director Southeast Asia, Middle East and India, Remy Cointreau. And he has a veritable arsenal of alternatives, what with the Remy Cointreau house having under its aegis premium Remy Martin cognac which includes the celebrated Louis XIII, Mount Gay rum, Metaxa brandy and Cointreau liqueur, to name just a few. 2014, he promises, will see one more addition — The Botanist gin from Islay, Scotland.

It is a quest to walk the Calcuttans through the cellars of Remy Cointreau that brought Xavier to town. And the man offers not just a taste of the liquor but a glimpse of the Remy Cointreau heritage as well. “Look closely at the logo. It’s a centaur, Remy Martin’s astrological sign that he bestowed on the brand. Whether you are 25 or 65, you can relate to us,” he says.

“We want people to think beyond grains when it comes to social drinking. With cognac and brandy, we want to be in Calcutta’s social clubs and offer alternatives to whisky,” says the man on a mission.

For the older age group, Louis XIII cognac works the magic. With 100 years of craftsmanship going into each bottle it is the last word in cognacs. “The shape of the bottle was inspired by a tin flask found on a battlefield during the reign of Louis XIII in France. Remy Martin III found it and thought the unusual shape would suit his cognac best,” says Xavier in an aside.

“With Louis XIII you get a piece of history. Rub two drops behind your ears like a perfume. In fact, Marilyn Monroe did just that — two drops worn on the skin before going to bed and her room would be filled with this complex aroma in the morning,” says Xavier, uncorking a bottle of Louis XIII.

Louis XIII de Remy Martin cognac. Picture: Sayantan Ghosh

He feels cognac in a new avatar is going to change the bar experience for the young, urban Calcuttan, what with Remy Martin shots and cocktails. But it is the Cointreau liqueur that is the rising star now. “It is for the stylish, urban, charismatic woman, who’s had enough of her Chardonnays and champagne,” says Xavier. “Think of our brand ambassador Dita Von Teese. She’s shed new light on this liqueur, made it sexy, irreverent and controversial,” he continues.

“Cointreau is the base of at least 350 classic cocktails. Every bartender needs it. It is pivotal to a good cocktail. We are conducting trainings all over the world to educate bartenders on Cointreau. You can do so many innovative recipes with it,” he says. Of course, there are younger liqueurs from the Remy Cointreau house, like say the Passoa or passion fruit liqueur, which may soon debut in India.

Xavier’s recipe for success? “A taste of the Cointreau Fizz — a glass of Cointreau with tonic water and a squeeze of lime.” Cheers.