LIMITED EDITION
REMY MARTIN XO X ATELIER THIERY
During this highly unusual period, Rémy Martin showed a great deal of creativity on social networks, especially in the United States and China.
In financial year 2020/2021, Rémy Martin recorded an acceleration in its performance in the United States and the United Kingdom, bolstered by exceptionally strong demand in the home consumption market. The economic recovery in China was also accompanied by a major upturn in our sales in this strategic market.
During the first lockdown, from April to July 2020, Rémy Martin remained active on social networks with its weekly series "Stay Home with the team", "Home with a view" and "Home Cocktails". These creative initiatives generated more than 50 million views, traffic to remymartin.com increased by more than 100.8%, and online sales in the US grew by 258%.
In July 2020, Remy Martin USA and American chef Kwame Onwuachi teamed up to produce a series of four video tutorials called "Flavor by the Grill". These tutorials revisited traditional barbecue recipes, accompanied by Rémy Martin VSOP and 1738 Accord Royal. Broadcast on social, digital and television platforms, the programme has been watched by millions of Americans, and its success has exceeded all expectations.
Also in the United States, Rémy Martin continued its partnerships in the world of music, notably in collaboration with the rapper 6LACK and the "Ground’s Melody" series. An ode to local cultures, these productions perfectly embody the theme of our "Team Up For Excellence" campaign, which celebrates both individual talent and teamwork leading to collective success. This project benefited from a major investment in the main channels: digital television, radio and social media. Rémy Martin USA also revealed a limited edition "VSOP Mixtape", which revisits the style of the VSOP bottle from the 1980s and 1990s with an elegant and timeless design. It pays a vibrant tribute to the musical cultures of the time by using iconic vintage references, such as the cassette tape.
In China, the first edition of the "Rendez-vous Rémy Martin" took place in the Atrium of the MixC Xiamen, one of the largest luxury shopping centres in Fujian province. With this event, 23,702 visitors were able to discover or rediscover the world of the brand and its flagship products. This first edition was a great success, with nearly 79 million impressions recorded across all communication channels.
In January, the House of Rémy Martin in Guangzhou offered its visitors the opportunity to deepen their knowledge of the world of Rémy Martin in an immersive setting looking back over nearly 300 years of the brand’s history and expertise. A digital version of the experience was also available, produced by a partnership between Rémy Martin and the e-commerce platform Tmall: nearly 290,000 viewers followed the event online. This high traffic generated many sales on our online corner hosted by Tmall.
The 2021/2022 financial year will see a ramp-up in media investments to strengthen the brand’s visibility in its key markets. In May 2021, the third season of the “Team Up For Excellence” campaign was launched in the United States. In particular, it promoted Rémy Martin 1738 Accord Royal and music, with a legendary American artist acting as ambassador. In China, the brand expects double-digit growth for its XO and Club products, driven by new media initiatives and investments to strengthen their leadership in the e-commerce channel.
