GROWTH, A SHIFT UPMARKET AND EDUCATING CONSUMERS ON WHAT MAKES ST-RÉMY SO SPECIAL WERE THE MAIN FEATURES OF THIS STRONG YEAR FOR THE BRAND.
ST-RÉMY
St-Rémy has represented the French tradition of brandy making for over 130 years. The world leader in French brandy, it is made exclusively from French wine eaux-de-vie reflecting the diversity of our nation’s vineyards, and is blended and aged in France and bottled in the Loire valley.
St-Rémy posted substantial growth in 2021/2022. This growth was present across virtually all of its markets but was strongest in the two largest: Canada and the USA. Travel retail, historically a key market for St-Rémy, bounced back impressively over the year. And the brand continued to expand in the UK.
The brand kept up its momentum in educating consumers about what makes French brandy - and St-Rémy in particular - so special: namely the fact that it is 100% made-in-France using exclusively French-sourced wine eaux-de-vie to achieve its heady blend of rich aromas and its distinctive fruity and harmonious style. Its latest digital campaign, The Wine Trip, and training sessions for industry professionals are examples of this push. St-Rémy invested heavily in its new St-Rémy Signature reference, with a campaign emphasising how it sits perfectly behind the bar or in a cocktail. The aim is to change how people see brandy, updating its image to make it more appealing to a younger audience.
2021/2022 also marked the launch of St-Rémy’s sixth opus in the Cask Finish Collection. This latest brandy benefits from an additional maturation period in Sauternes casks and has proven highly popular in Canada and Taiwan.
St-Rémy pursued its push for green design over the past year to cut CO2 emissions and reduce its environmental impact. The brand no longer uses any virgin plastics in its packaging, having replaced it with 100% R-PET (Recycled Polyethylene Terephthalate). This will cut its CO2 emissions by 29% and its water and energy consumption by a third, compared to bottles made with traditional PET. It also represents an annual saving of 50 tons of virgin plastic and 100 tons of CO2.
St-Rémy plans to continue with its value creation strategy over the coming year. It will launch a new international communication campaign, designed to highlight its unique positioning and add to the brand’s appeal for its target segments. St-Rémy Signature will pursue its expansion in the United States, the United Kingdom, Taiwan and New Zealand.