Brands supported by a powerful network
Maintaining a strategic course for future success
In 2009, the world economy suffered an unprecedented crisis, marked by a fall in consumption in general and particularly in luxury goods, a decline in growth in all countries, including emerging countries and, for the first time, a decrease in international air traffic.
2009 was also a year in which the Group took full control of its destiny: direct control of the majority of its distribution and a revision to its partnership agreements. This strategic decision was particularly relevant since it has enabled the Group to mobilise all its resources to meet the challenge of distribution and to ensure continuity in its efforts to win strategic markets.
China, the spearhead for commercial rollout
For the first time in the Group’s history, and more specifically for Rémy Martin, China has become its leading market. Rémy Cointreau has benefited from the increased scale of its network in China. The strong growth in this market assisted the boom of premium and ultra-premium products. Undoubtedly, Rémy Martin’s history and roots perfectly meet the taste of Chinese consumers, who are becoming ever more demanding.
US: retail value
The financial crisis had a serious impact on the US spirits sector in 2009. Consumers went out less frequently and cut back on their spending, two important factors in Rémy Cointreau’s growth. At the same time, there was very strong price pressure and accelerated growth for entry level products. In this context, the Group deliberately maintained its prices and focused its efforts on the brands’ values of authenticity and quality. This strategy, which went against the tide, enabled it to withstand a turbulent environment and to strengthen its position in terms of retail value in the American market.
At a marketing level, due to the rollout of the Bacardi and Brown Forman alliance in the states of California, New York and Texas, marketing teams solely dedicated to wholesalers have been appointed. The positive results in these states confirmed the relevance of this alliance.
Europe: contrasting markets
In Europe, the Group owns its own sales companies in France, Belgium, the Czech Republic and Slovakia. In other countries, it relies on local partners, by working with the best on-trade specialists.
Duty-Free - window of the world
Duty-Free is the preferred worldwide showcase for benchmark and premium brands. Rémy Cointreau’s Global Travel Retail is based in Singapore. In addition, teams are dedicated to major tourist destinations. A team dedicated to the Nordic countries, for example, is only concerned with this region, which represents an important part of Global Travel Retail, operating the largest ferries in the world and with a very high number of potential consumers (over 30 million). In Miami, the dedicated team works with the largest cruise groups in the Latin America/Caribbean zone, whose head offices are based in Florida. This city hosts the highest number of ocean liners in the world.
There was increased focus on our brands’ visibility in international airports with more merchandising and greater selectivity.