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THE YEAR OF THE BRANDS IN 2021/2022
Significant investments, the boom in mixology and the shift upmarket were the main factors behind the outstanding growth achieved by the Group’s brands this year alongside their continued focus on CSR.
Rémy Cointreau coupled excellent sales with considerable strides on CSR over the year. Marketing campaigns featuring singer-songwriter Usher in the US and actor Yifeng Li in China heralded double-digit growth for Rémy Martin. The exceptional Louis XIII cognac continues to break new ground: this year it introduced its NoXIII decanter ritual in a select few of the world’s most exclusive nightclubs and ran its very first online game in the US. And the three pillars of the House’s "Sustainable Exception" programme - guaranteeing sustainable terroirs and production processes, making its unique know-how a unifying force, and promoting a "long-term culture" - influenced every step it took over the year.
Liqueurs & Spirits enjoyed a boost from the popularity of at-home mixology. Cointreau made the most of this context with a wide range of actions promoting the iconic Margarita, while The Botanist gin hit a new milestone in its expansion in the United States. Mount Gay’s many virtual tastings were a big hit, encouraging customers to try one of its higher-end rums, such as Black Barrel or XO.
Another major trend - one that served the Group’s whiskies well - was the shift towards higher-end products. This trend resulted in a surge in growth for all three of Bruichladdich Distillery’s single malts (Bruichladdich, Port Charlotte and Octomore). Westland continues to fly the flag for its American Single Malt and was crowned the world’s Sustainable Distillery of the Year. And Domaine des Hautes Glaces was named "Spirit of the Year" by the prestigious Revue du vin de France. Both St-Rémy (the world leader in French brandy) and Metaxa (whose Metaxa 12 Stars fuelled impressive growth in Europe) likewise moved noticeably upmarket.
New to the Group in 2020, Telmont and Belle de Brillet are already enjoying a significant renaissance. The Telmont Champagne House has revisited its entire range and distribution model, setting itself ambitious sustainability targets. And Belle de Brillet has been busy laying the groundwork to broaden its customer base.
Across the board, each and every one of the brands kept up the all-important momentum towards achieving the Group’s sustainability goals.