LIQUEURS AND SPIRITS
The brands of the Liqueurs & Spirits division recorded organic sales growth of +4.0% over the year, with strong acceleration in the second half of the year.
Bolstered by their diversity, our ten brands are continuing their move upmarket and international growth: Cointreau as a benchmark in its category, Metaxa with the success of its “12 Stars” campaign, Saint-Rémy brandy with its XO quality, and Mount Gay rum with its shift away from its entry-level qualities. The Botanist has established itself as a must-have in cocktail bars around the world, while our Scottish single malts have made a prominent entrance on the Asian market, with Port Charlotte as the spearhead. As for the young Westland and Domaine des Hautes Glaces brands, they have already distinguished themselves by receiving medals at various competitions but are taking their time to prepare for the future.
These successes were driven by significant investments in communication to support the move upmarket of the different brands and to create international brand awareness. As such, Cointreau has benefited from the international “The Art of the Mix” campaign and the campaign celebrating the 70th anniversary of the Margarita in the United States. Metaxa launched the second opus of its “Don’t drink it, explore it” campaign for its 130th anniversary, driven by two new explorers. St-Rémy’s digital communication campaign enjoyed notable success in Canada, whereas that of Port Charlotte, “We Are Islay”, was crowned with real commercial success.
The increase in communication investments, started two years ago, is beginning to show results.
276.6M€ Revenue of the Liqueurs & Spirits division
14.0% Current operating margin of the Liqueurs & Spirits division
