Interview, Part 1: Nicolas Beckers On The Road Ahead For Rémy Martin

It’s no secret that conditions have been difficult lately in the Cognac category, with the top five brands losing a combined 1.1 million cases in the U.S. market last year, according to Impact Databank.
Rémy Martin remains the second-ranked Cognac label with volume of just under 800,000 cases, and has focused on maintaining its premium positioning rather than cutting prices during the downturn. SND executive editor Daniel Marsteller caught up with Rémy Cointreau Americas CEO Nicolas Beckers for an update.

SND: How are you leveraging the Rémy Martin portfolio to win in a tough category?

Beckers: Conditions for the Cognac category overall in the U.S. market reflect continued major destocking in an environment marked by inflation, intense promotions, and strong post-Covid normalization of consumption. However, we see this as an opportunity to affirm our long-term view and position Rémy Martin as the most desirable brand within the category. We believe Cognac remains one of the most premium and appealing categories in the market, driven by quality. Consumers are drinking “less but better.” Our range of products, which focuses only on Fine Champagne Cognac upper grades and unique quality, matches the evolving demands of our consumers.

Our strategic approach in the long run is in the upper range with Rémy Martin 1738, XO, and of course Louis XIII. Having said that, we will need to leverage VSOP volumes to invest in the upper grades and in the value strategy. This year, we’ve decided to activate significantly more with VSOP by increasing our below the line activities in a number of key cities and states. Additionally, we’re working on plans to increase its desirability while maintaining our price positioning. We’re confident it will allow us a stronger long-term position, given that the current headwinds on premiumization are cyclical and driven by lower purchasing power. We’ve also launched Rémy Martin XO Night, which lives at the epicenter of night-time celebrations.

SND: What key benefits has Rémy Martin seen from the long-running partnership with pop star Usher?

Beckers: The partnership has allowed us to connect with our audience, further embed into key cultural moments, and continue to build relevance with the next generation of Cognac drinkers and music fans. We’re also bringing our partnership to the on- and off-premise, with specialty cocktails curated by Usher as well as in-store displays and visuals offering fans a chance at a VIP Rémy Martin experience to see Usher in concert.

SND: Cointreau (+1% to 468,000 cases in the U.S. last year) has continued to grow despite the more challenging spirits market recently. What’s driving the brand in the marketplace?

Beckers: Cointreau continues to see positive trends, with year-over-year momentum in both on- and off-premise. The Margarita is the number-one cocktail in the U.S. and is enjoyed all year long. Cointreau is a named ingredient in the original Margarita recipe, and the number-one branded spirit in the Margarita on cocktail menus nationwide.

With the “MargaRight” campaign with Aubrey Plaza, and the more recent Cinco de Mayo “Lime of Credit” campaign, the brand continues to grow, especially during key consumption weeks. Cointreau increased +12% and +8% during the weeks of Cinco de Mayo and July 4th respectively. It continues to grow market share, now accounting for approximately one-third of orange cordials category sales. We see even more headroom to expand the brand—especially as consumers seek high quality ingredients in their cocktails on- and off-premise.

Tagged : Cointreau, Remy Cointreau, Remy Martin

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