THE MARKETS

AMERICAS

Markets in the Americas continued to show strong momentum, bolstered by the healthy US economy and increased political stability in Latin America. More good news is that value is seen to grow faster than volume in the exceptional spirits category. However, the threat of increased customs duties in the United States and the development of the pandemic on the continent at the end of the year created some uncertainty.

For Rémy Martin Cognac, the new "Team up for Excellence" campaign has enabled Rémy Martin 1738 to achieve another year of solid growth, whereas Rémy Martin VSOP faced some challenges, including the uncertainty surrounding customs duties. Louis XIII continued its momentum, driven by its "Perfect Pour" experience in high-end bars, restaurants and hotels, together with educational efforts around this singular nectar. Its limited editions were in high demand.

Cointreau enjoyed another exceptional year in the United States, Brazil and Puerto Rico, strengthened by the "Art of the Mix" campaign and its positioning at the heart of classic cocktails, in particular the Margarita. The Botanist continued to increase its market share in the booming exceptional gins category. Lastly, the portfolio of single malt whiskies recorded a remarkable year. The Progressive Hebridean Distillers (Bruichladdich, Port Charlotte and Octomore) benefited from increased brand awareness through new awards and media investments. Westland continued to spearhead the American single malt category. 

ASIA PACIFIC

In China, Rémy Cointreau benefited from strong growth in the spirits market in 2019, which was subsequently slowed down by the coronavirus pandemic. A new client base keen on luxury products and with expert knowledge of exceptional spirits especially appreciates refined cocktails and single malt whiskies. It was against this backdrop that the Progressive Hebridean Distillers opened their first store in Xiamen, China, giving direct access to its brand portfolio. 

Cognac nevertheless remains the spearhead of the Group's growth, driven by the Louis XIII Heritage campaign, together with Remy Martin’s " Team up for Excellence " campaign . The launch of the new Rémy Martin XO 1 litre bottle was also a key event. On the whole, our brands are at the forefront of booming Chinese e-retail platforms. 

In Hong Kong, which boasts 12 of the 50 best bars in Asia , cognac, gin and rum are recording growth overall. But political and health events have slowed this trend. In Taiwan, the flourishing cocktail culture boosted our brands, while in Australia, Cointreau recorded a good year thanks to its privileged position at the heart of "classic cocktails"!

EUROPE, MIDDLE- EAST AND AFRICA

The EMEA region had a complex year, marked by changes in distribution partnerships in Germany, Italy, Spain, Slovakia and the Czech Republic, followed by Covid-19 health measures that led to the closing of hotels, bars and restaurants across Europe. Several activations could nevertheless be implemented up until early 2020.

Across France and in London, Cointreau rolled out its "Art of the Mix" campaign on restaurant terraces and in bars, with cocktail tastings organised by the brand's ambassadors. In Istanbul, Amsterdam, Barcelona and Berlin, the liqueur of 350 cocktails forged a partnership with "Soho House" private clubs. In South Africa, the presentation of the "gold" version of the Cointreau bottle was met with great success.

At Rémy Martin, the "Atelier Steaven Richard" limited edition marked the House’s celebration of its classification as a Living Heritage Company (EPV). This official distinction rewards French companies for their artisanal expertise and industrial excellence. The limited edition was presented at a major reception in London, in particular.

TRAVEL RETAIL

This distribution channel plays a key role for the Group, not only in terms of sales, but also because it fosters direct contact between our various brands and our customers, whether in transit or during their travels. By way of events and tastings organised in the major airports, we can thus present our spirits to an enlightened public in excellent conditions.

However, the year 2019/2020 was a particularly complex one, first on account of tensions in Hong Kong, which limited the passage of Chinese tourists in land border duty free shops, and second due to the Covid-19 pandemic, which triggered the collapse of all air traffic and the closing of airport stores worldwide.

Prior to these exceptional circumstances, some brand events met with great success and could be repeated at a later stage. This is particularly true for the Louis XIII pop - up store at Changi Airport in Singapore, which exhibited all the variations of Louis XIII bottles, from the 50 ml Miniatures to the 6 -litre Mathusalem. Cointreau’s Piano Cocktail also caused a sensation in the airports of Vancouver, Copenhagen, Perth, Singapore and Auckland : the pianist creates cocktails by playing a melody!