Cognac’s quest to communicate provenance

The producers of Cognac are happy to stress the provenance of their blends and single vintages as a way of attracting discerning consumers. But are they effectively getting their message across to customers? The Spirits Business investigates. *This feature was originally published in the May 2020 issue of The Spirits Business Where a product comes from and how it is made is arguably more important today than ever before. In theory, Cognac is perfectly placed…

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Top 10 spirits marketing moves in June 2020

From a US$5 million investment to boost diversity in the American whiskey industry to a 10-day exploration of the Amazon rainforest, these were some of the most creative brand initiatives last month. While Bacardi recruited three flat mates to depict life in lockdown on film, Buffalo Trace adapted its annual 5km distillery run in light of the global pandemic. Meanwhile, Scotch whisky brand Glen Moray unveiled a new online series, called Whisky Surgeries, and Loch…

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Rémy Cointreau warns of 50-55% sales drop in Q1

French drinks group Rémy Cointreau was “heavily affected” by the Covid-19 pandemic during the fourth quarter of its 2019/20 fiscal year and expects a steep decline in sales for the current quarter. Rémy Cointreau reported a 24% decline in sales during the three months to 31 March 2020, largely due to the closure of on-trade venues and a reduction in international travel brought on by the coronavirus pandemic. Sales during the group’s 2019/20 full year…

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Hong Kong protests hit Rémy Cointreau Q3 sales

French producer Rémy Cointreau reported an 11.3% organic sales decline for its third quarter as Cognac sales were hit by protests in Hong Kong. Rémy Cointreau saw organic sales fall to €285.3 million (US$315.2m) from October to December 2019, down from €321.5m (US$355.1m) during the same period the previous year. This was due to a drop in tourism in Hong Kong, slow stock replenishment in the US and distribution changes, mainly in Western Europe. House…

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Rémy Martin highlights teamwork in global campaign

Cognac brand Rémy Martin has launched a new global campaign, which is designed to celebrate “collaboration” and “shared values”. The new campaign, called Team up for Excellence, made its debut with two new films on 22 October. The short clips were created by the Fred & Farid Parid agency and directed by Brazilian filmmaker Vellas. The platform is said to reflect the brand’s “values of authenticity, audacity and generosity”. The first film depicts a “sensory…

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