Interview, Part 2: Rémy Cointreau Americas CEO Nicolas Beckers

In the second part of our interview, Rémy Cointreau Americas CEO Nicolas Beckers discusses efforts on key brands like The Botanist Gin and Bruichladdich and Westland whiskies, along with Rémy’s return to the Champagne category with the Telmont brand.

SND: The Botanist Gin has been on the rise, increasing 4% to 89,000 cases in the U.S. last year. Do you see further growth in store for that brand?

Beckers: The Botanist has been performing very well in the U.S. over the last few years and we see significant growth potential in the category, driven by premiumization, especially in the off-trade. The Botanist recently unveiled The Islay Cask Matured Gin Range ($50 a bottle), including a Cask Rested Gin and Cask Aged Gin. This new range marks the first innovation to launch in the broader U.S. market since the brand was introduced in 2014.

The Botanist is B Corp certified, which demonstrates our commitment to the highest environmental and social performance standards, and we anticipate continued expansion. We recently announced our partnership with the Association of Pickleball Players (APP) and Major League Pickleball (MLP) to expand The Botanist’s alignment with the growing pickleball community.

SND: Bruichladdich and Westland are both single malts but have very different profiles. How are you introducing them to more U.S. consumers?

Beckers: Bruichladdich is recruiting more whisky explorers to the brand through innovation, having launched Bruichladdich Eighteen ($180) and Bruichladdich Thirty ($2,000) earlier this year as part of the Luxury Redefined series. Both are the first permanent age-statement whiskies for the Bruichladdich brand. In addition, Bruichladdich recently underwent a design overhaul of the signature Classic Laddie product. The new bottle highlights the brand’s commitment to sustainability by reducing packaging CO2 by 65% and eliminating the secondary tin, aligning well with consumers who are looking for more values-led brands.

Westland is launching two products in a new range: the Cask Exploration Series. The two new whiskeys, Beer Cask Finish and Wine Cask Finish ($75 a 700-ml.), will fill the mid-price range gap in Westland’s product portfolio and become widely available to consumers in September. We also have a new strategy to amplify Westland’s voice in the cocktail space. We’re creating a Westland Cocktail Collective with influencer bartenders to bring more awareness of the brand to cocktail consumers.

SND: How is the Champagne Telmont brand progressing in the U.S.?

Beckers: Champagne Telmont is making significant progress in the U.S. market. The brand was launched only two years ago and in a limited number of states. We’re targeting only the most influential and trendy on-trade accounts, with a premium positioning and a full range from Brut to Rosé and rare vintages. First results are very promising and our unique and differentiated proposition is resonating very well.

Telmont has recently released a 100% organic Champagne, Réserve de la Terre, which is part of our commitment to protecting soil vitality and biodiversity. Telmont produced 64,800 bottles of Réserve de la Terre, demonstrating that it’s possible to craft high-quality Champagne with no compromise to Mother Nature. We’re confident these initiatives will continue to drive growth for Telmont in the U.S. market.

Tagged : Bruichladdich, Champagne Telmont, Remy Cointreau, The Botanist, Westland

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