The limited-edition XO decanter, as revisited by Parisian gilders Atelier Thiery, proved a big hit from the UK to China, benefitting from prestigious distribution channels and high-quality media coverage. The limited-edition L’Etape was only available in France and in very limited quantities to reinforce its exclusive aspect. This unique blend of eaux-de-vie from winegrowers committed to sustainable agriculture embodies the brand’s efforts to preserve the Grande and Petite Champagne terroirs.
There were also actions specifically targeting the US market: the VSOP Mixtape limited-edition cognac inspired by music from the 80s and 90s;2 the "Sobremesa" campaign celebrating Latinx culture with renowned chefs; and the "Family Spirit" campaign to mark the Chinese New Year, featuring fashion influencer Jessica Wang, Michelinstarred chef Brandon Jew and photographer and stylist Christina Paik.
In China, Rémy Martin’s growth was nothing short of remarkable, driven primarily by Rémy Martin Club cognac. The limited-edition cognac designed by Collectif Scale has also done particularly well since launching in Shenzhen in November. And China is now home to Rémy Martin’s first ever stand-alone boutique, in Hainan.
In 2022/2023, Rémy Martin plans to continue with its value strategy and its move upmarket, making customers the focus of all campaigns and communications. The revamped identity of the entire range will be unveiled in 2022, cementing the brand’s high-end positioning and its commitment to producing the very best Cognacs Fine Champagne. Rémy Martin also plans to step up its digital transformation and will keep working on shrinking its carbon footprint, in particular by making its cased bottles lighter.
2 Q3 press release.