Brand “desirability” boosts Rémy Cointreau

Brand “desirability” was a critical factor in helping Rémy Cointreau, the alcoholic drinks company, achieve record-breaking results over its last financial year.

The background

Rémy Cointreau registered consolidated sales of €1.3 billion ($1.4 billion, £1.1 billion) for its 2021/22 financial year, up 27.3% on an organic basis. Operating profits stood at €334.4 million, translating to organic growth of 39.9%. And marketing had a key role in driving these outcomes.

Driving brand “desirability”

• Eric Vallat, CEO of Rémy Cointreau, said on an earnings call that the COVID-19 pandemic had accelerated an existing consumer shift towards “drinking less but better”.
• One “key to success” for the company when it comes to driving volume and value sales in response to this trend is brand “desirability,” he added.
• Vallat said that “the motivation of our clients is both rational with the quality of the product and emotional with the storytelling and the values of our brands.”
• Having a range of strong products, he further noted, is critical, but they must be supported with brand-building efforts.
• “We are now boosting the desirability of our brands by scaling up the activations building on their strong stories and values with good results overall,” Vallat said.

Campaigns achieve multiple goals

• A tie-up between the Rémy Martin cognac brand and singer Usher has been a “great success and contributed to our fast growth in the US where we continued to gain market share,” Vallat said.
• Cointreau liqueur’s marketing has focused on cocktails since 2017, and has achieved “great results” in countries including the US, UK and Australia.
• The Botanist gin has been a “hidden jewel” for the company. “If you try it, you buy it, hence the challenge on awareness and desirability of the brand,” said Vallat.
  
  “Being [one] of our global priority brands, The Botanist will benefit from accelerated investments,” as shown with an ad aired during the Super Bowl.
• Bruichladdich whisky’s new campaign, with the tagline “We also make whisky”, is off to an “extremely promising” start by offering a view into the brand’s values and principles.
  
  “This should also help us accelerate and leverage even more a key category which is now also booming in China,” Vallat said.

The big idea

“We are proud to have launched several powerful campaigns that will help, and are helping already, to unleash the potential of our global priority brands.” – Eric Vallat, CEO, Rémy Cointreau.

Sourced from Rémy Cointreau