The utmost excellence and rarity
Luxury and rarity
Rémy Martin continued its volume and value growth, strengthened by solid price increases and additional gains in market share. This year, China achieved strong growth and increased its scale within the turnover of Rémy Martin. The brand strengthened its position due to the Group’s new marketing dynamism and the significant growth of the entire VSOP fine Champagne, Club, XO, 1898 and Louis XIII range, which form part of a very buoyant consumption trend in this region of the world.
Strong visibility
The Rémy Martin brand continues to very firmly assert its media presence through advertising campaigns and communication operations, such as the "Rémy VSOP Dance Party" in China’s principal cities, which targets upwardly mobile young adults. These events were covered by Fashion Weekly magazine, which included them in the Fashion Power Event List.
Rémy Martin also performed well in the other Asian markets. The brand enhanced its position in Singapore and Taiwan and enjoyed remarkable growth in Vietnam. The work carried out for a year in Cambodia and India promises future growth in these emerging countries with strong potential. In Japan, despite a difficult environment, Rémy Martin was able to maintain its position.
In the US, Rémy Martin achieved growth in both volume and value terms at the end of 2009, maintaining prices despite the pressures of the economic crisis. The result is the fruit of a sustained reinvestment strategy enabling the Rémy Martin brand and its flagship product VSOP Fine Champagne to be promoted among its urban and multicultural consumers.
A conspicuous innovation
In Europe, Cœur de Cognac, consumed with ice, confirmed its success and seductive powers, attracting new consumers. It was created by Rémy Martin as part of its aggressive marketing policy. This new approach has been very successful, notably in Germany and the UK, where it has been recognised as a symbol of a certain “savoir vivre”, and is perceived as being somewhat self-indulgent.
In the Duty-Free/Global Travel Retail market despite a decrease in the number of travellers, Rémy Martin relied on its high visibility and its merchandising. Exclusive boutiques in major airports benefited from significant investment, through, for example, creating Rémy Martin “Shop in Shops” spaces, designed to introduce visitors to a unique and discerning brand experience. Rémy Martin maintained its leading position in cognac sales by value in the Duty-Free/Global Travel Retail market, due to the steps it took to achieve high visibility.
A winning strategy
In a difficult environment, Rémy Martin focused on the excellence and superiority of its cognacs, the strength of a renewed distribution network and a highly ambitious drive to invest in the image of its brands, Rémy Martin and Louis XIII.
Confirmation of an improved global economic situation should enable the House of Rémy Martin to seize every growth opportunity in its key markets, as well as in markets with strong development potential.