THE YEAR OF THE BRANDS IN 2020/2021
Two new brands enhanced the Rémy Cointreau Group’s portfolio in 2020/2021: Maison Brillet and Telmont.
The acquisition of the Brillet cognac house, a long-established family enterprise, was an opportunity for the Rémy Cointreau Group to add 50 hectares in Petite and Grande Champagne to its vineyards and to include Belle de Brillet – a pear and cognac liqueur that will be revived internationally – in its portfolio.
With the acquisition of Telmont, the Group expands its portfolio with an artisanal champagne that boasts tremendous growth potential and shares the same values of terroir, expertise and longevity as its other brands.
Despite the public health crisis, the House of Rémy Martin has completed most of its projects, in particular the construction of the new administrative building "Assemblage" next to Cognac. It also forged ahead with its CSR actions: in-house training by the We Care Academy, the continuation of High Environmental Value (HVE) certification and the BEE (Biocontrol and Ecosystem Balance) project, and the discontinuation of gift boxes for part of its portfolio. Downstream, the House strengthened its communication investments backing the Rémy Martin and Louis XIII brands, while strongly developing its presence on social networks and online sales. This agility has ignited upward growth.
The brands of the Liqueurs & Spirits division also had to adapt to the circumstances to offset the impact of the shutdown of bars and restaurants around the world. With its flagship cocktail as a figurehead — the "Original Margarita" — Cointreau has shifted its actions to promote at-home mixology, a trend that has proved popular in the United States, the United Kingdom and Australia. Despite the collapse of travel retail, St-Rémy brandy successfully launched its new "Signature" expression in Canada. Metaxa continued to expand into new markets, while supporting its long-standing partners in Greece through original operations on social networks. At Mount Gay, the iconic Eclipse rum showed consistent success pending the postponed relaunch of Black Barrel and Mount Gay XO. Progressive Hebridean Distillers benefited from the resilience of the single-malt whisky category and their lead in online sales. The Botanist gin, in turn, built on the success of its "Wild – A State of Mind" campaign. Meanwhile, Westland's reputation has spread to Europe, and Domaine des Hautes Glaces opened its new distillery 10 years after its creation.
