Rémy Martin has stepped up its plans to develop its premium qualities in their most dynamic markets.
In a very favourable context for cognac, 2007 was marked by exceptionally dynamic innovation and by significant investment in powerful and targeted communication. Rémy Martin continued its strategy for Cœur du Cognac, which was launched two years ago. The brand benefits from the vigorous growth in premium qualities in all its major markets. Its premium positioning confirms its relevance.
This positioning has been particularly evident this year in the exceptional success of the brand in rapidly growing markets such as China and Russia. Growth was also sustained by the offer of a range that is highly innovative and is built around the three benchmarks of the brand:
VSOP, XO Excellence and Louis XIII.
1738 Cœur de Cognac in Europe, Club and 1898 Coupe Fine de Champagne in China enable Rémy Martin to meet their customers’ genuine need for a wide range of different products, with an offering adapted to local features. Rémy Martin has secured its place as the N°2 worldwide, due to this wider, apposite and differentiated range.
Launch of Cœur de Cognac in Europe, Rémy Martin’s new luxury
This fruity and rounded cognac, launched in September 2007 on the European markets, and drunk with crushed ice, offers hedonistic connoisseurs an opportunity to rediscover the original aromatic flavour and pleasant tasting sensations. It was an immediate success in Germany and the UK.
It should, without doubt, stimulate renewed interest in cognac in countries where consumption habits have, to date, remained largely unchanged. It releases cognac from prior constraints and paves the way for a new, pleasurable and relaxed tasting experience.
Russia has confirmed its place as a premium market with strong potential. There, Rémy Martin benefits from the powerful distribution network of its partner, Roust, with sales volumes that have more than doubled in two years and a high level of profitability.
A number of very glamorous and high profile campaigns were organised around the frozen cognac cocktail.
In Asia, China gained significant market share.
Rémy Martin has achieved remarkable success in very dynamic and buoyant Asian markets: VSOP and Club recorded growth rates significantly above the market and benefited from substantial advertising expenditure, notably aimed at night time consumption in bars and night clubs.
Consumed as a long drink, Club was relaunched in the Chinese market. This 8-sided bottle (8 being a symbol of good luck in China) is today one of the flagship products of the range in this vast country.
XO Excellence, which was equally well appreciated in China and in South East Asia, grew strongly, gaining market share. 1898 Coupe Fine Champagne launched initially and exclusively on the Chinese markets embodies the value strategy pursued by the brand. 1898, which is more expensive than XO Excellence, forms part of the consolidation and development of Rémy Martin’s aged qualities.
A favourable rate of growth in the US.
Again this year, promotional expenditure increased significantly, notably with the highly visible XO Excellence, The Heart of cognac campaign. The VSOP bottle surprises consumers with its limited edition frosted bottle designed by the well-known photographer, David Lachapelle.
As the unrivalled leader in travel retail, Rémy Martin has developed specific products, renewing customers’ interest while enhancing the premium positioning of its cognacs.
The success of the Premier Cru exclusive range has been confirmed and augurs well for the future.
Louis XIII Grande Champagne, rare and luxurious.
This year, the creation of a limited edition of 786 numbered carafes in black pearl Baccarat crystal, all drawn from a single 100 year old oak barrel, was highly acclaimed.
In fact, the entire edition was completely sold out.
In 2008, a new edition of 358 carafes will be bottled in the exceptional format of a magnum and this should be equally successful.