STRATEGY AND OBJECTIVES
AN UNCHANGED 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 sell brands and other assets deemed less suited to its value creation strategy and to take full control of its distribution in key markets (exit from Maxxium in April 2009).
Since 2015, 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.