Strategic Vision: High-end positioning in a high-growth segment

STRATEGIC VISION: HIGH-END POSITIONING IN A HIGH-GROWTH SEGMENT

A SINGLE AMBITION: TO BECOME THE GLOBAL LEADER IN EXCEPTIONAL SPIRITS

The Spirits market features an extensive number of co-existing local and international brands in a particularly competitive environment.

Against this background, Rémy Cointreau has, for many years, implemented a value creation strategy aimed at developing its upmarket brands in the high-end segments of the global markets, which offer high growth and earnings potential. Over the past 15 years, the implementation of this strategy has led the Group to dispose of brands and other assets deemed less suited to its value creation strategy and to resume full control of its distribution in key markets (exit from Maxxium in April 2009).

With its own distribution network in Asia, the US and in some European countries, Rémy Cointreau controls around 85% of its net sales. The Group is therefore able to implement a pricing and distribution strategy consistent with its high-end positioning.

For the past four years, the Group has accelerated its strategy of moving upmarket so as to differentiate itself and emphasise its uniqueness: ultimately, the Group’s ambition is to become the world leader in exceptional spirits (which retail at more than $50). In 2018/2019, the Group’s exceptional spirits represented 54% of the Group’s net sales (compared with 53% in 2017/2018 and 45% in 2014/2015).

The Group’s ambition is for its exceptional spirits to increase gradually so that in the medium term they make up between 60% and 65% of its net sales.

Contribution of exceptional spirits (> US$50) to the Group’s net sales


  • 2014, 2015 : (> USD50 : 45%, < USD50 : 55%) 
  • 2015, 2016 : (> USD50 : 49%, < USD50 : 51%) 
  • 2016, 2017 : (> USD50 : 51%, < USD50 : 49%)
  • 2017, 2018 : (> USD50 : 53%, < USD50 : 47%) 
  • 2018, 2019 : (> USD50 : 54%, < USD50 : 46%) 
  • Moyen terme : (> USD50 : 60% to 65%, < USD50 : 35% to 40%)