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The Cointreau Spectacular promotion featuring the “˜Be Cointreauversial’ girl was launched first in Toronto with window and floor displays, tastings at Cointreau stand-alone bars, price-off and product promotions. |
FRANCE. Rémy Cointreau has achieved “remarkable results” in the Americas in the last year thanks to innovative promotions for its major brands. The upswing has been achieved despite a general slump in liquor sales in the period, the Cognac house said.
Working with Maxxium Travel Retail Americas, the company has implemented a series of added-value promotions and assisted tastings which have proved so effective that they have been extended in key locations across the Americas including Los Angeles, New York JFK, San Francisco and Hawaii.
Rémy Martin: Heart of Cognac
The campaign for Rémy Martin has focused on the Heart of Cognac theme. This highlights the heritage of the brand which has been striving since 1724 to make the finest Cognac from grapes grown only in the Grande Champagne and Petite Champagne regions.
The Heart of Cognac promotion consists of advertising, display and merchandising items to promote the brand, gwps, and tastings assisted by trained staff at purpose-built Rémy Martin bars to educate consumers, to encourage trade-up from one line to another and to boost sales.
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The focus of promotions in the coming months will also be on the latest travel retail exclusives, including Rémy Martin VSOP Premier Cru |
During promotions, sales of Rémy Martin in the Americas more than doubled compared to the previous year, and increased three-fold in Hawaii.
Cointreau Spectacular
The Cointreau Spectacular promotion featuring the “˜Be Cointreauversial’ girl was launched first in Toronto with window and floor displays, tastings at Cointreau stand-alone bars, price-off and product promotions. The 35cl collectible limited edition was an immediate success and stocks were soon exhausted, the French house said.
Sales of Cointreau in Toronto in January jumped +29% compared to last year, while general liquor sales that month slumped -22%.
The promotions will be extended in key outlets with fresh offers such as a new Rémy Martin gwp, high-quality collectibles and display merchandise.
The focus of promotions in the coming months will also be on the latest travel retail exclusives, coming exclusively from Grande Champagne, Rémy Martin VSOP Premier Cru and Rémy Martin 1988 Vintage Premier Cru, which have just been released.
For details, contact Pascale Dubos, Rémy Cointreau, tel: +331 44 13 45 61, or e-mail pascale.dubos@rémy-cointreau.com
MORE STORIES ON REMY COINTREAU
Rémy Martin harvests travel retail exclusives – 27/03/07
Rémy Cointreau reports nine-month sales upswing – 19/01/07
Rémy Cointreau to pay €240 million in compensation costs for Maxxium exit – 12/12/06
