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Rémy Cointreau Goes Big With 60-Second Super Bowl Spot For Rémy Martin

January 11, 2023

After launching Super Bowl ad campaigns for its Cointreau and The Botanist brands in the past two years, Rémy Cointreau is upping the ante with a 60-second national spot this year for its flagship Rémy Martin Cognac brand. The ad will air during the first quarter of Super Bowl LVII on Sunday, February 12. While the company declined to disclose a spend for the effort, Super Bowl ads have reportedly been selling for as much as $7 million for a 30-second spot this year. According to Impact Databank, Rémy Martin has recently been around 1.4 million cases in the U.S., up from under a million cases in 2017. SND executive editor Daniel Marsteller spoke with Rémy Cointreau Americas CEO Nicolas Beckers to hear more about the ad effort and the road ahead for Rémy Martin.

SND: What’s the objective for the Super Bowl push behind Rémy Martin?

Beckers: We believe it’s a strong statement for the brand to showcase our ambition in the U.S. and our confidence in Rémy Martin’s potential. When we look at Rémy Martin over the last few years, both the brand and the Cognac category have been doing very well. The investment during the big game is really a reflection of the increase in consumer interest both in Rémy Martin and the category, and the idea is definitely to continue recruiting further into the brand. The target audience is younger but also more female-driven.

SND: What’s the thrust of the campaign?

Beckers: Our global campaign, which has already been in place for a couple of years, is called “Team Up For Excellence.” The overall idea is that behind every success there is a collective story. And we believe that the Super Bowl is a great opportunity actually to showcase teamwork, while entering a new vertical for the brand, the world of sports. We also have big plans for both on-premise and off-premise. In the off-premise we’ll be in more than 2,000 stores with eye-catching displays, and on-premise we’ve created a new cocktail, the VSOP Mule, with ginger and lime. We’ll also be doing big-scale events in major cities, as well as influencer activities, and the idea is to engage our fans leading up to the big game.

SND: You mentioned VSOP. Are any other specific variants a key focus?

Beckers: The whole idea is for us to continue to benefit from the premiumization of the market. VSOP is one of the key pillars of the brand, but we also have 1738 Accord Royale and we have big plans on XO and the high end of the range. One recent move for us that was very successful was the partnership with Usher on a limited edition 1738 Accord Royale bottle and NFT. The limited editions sold out on BlockBar in under two seconds.

SND: How is Rémy Martin positioned from a growth perspective moving forward?

Beckers: Spirits continue to premiumize and gain market share from other alcohol categories. During Covid, we found that consumers were looking to treat themselves when staying home with more premium products. Now that the on-premise is back, we see as well that the average ticket is higher as consumers favor premium cocktails. So we see Rémy Martin as very well positioned to take advantage of that trend, and we believe there is plenty of room for growth.

We’ll have more on developments across the Rémy Cointreau portfolio in part two of this interview.

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