FRANCE. Rémy Cointreau, together with its marketing and distribution partner Maxxium Global Travel Retail, is set to roll out finetuned promotional programmes for its key brands this autumn.
The French drinks company is enhancing the themed promotions for Rémy Martin “˜Heart of Cognac’, Cointreau “˜Cointreaupolitan’ and Piper-Heidsieck Champagne by including co-ordinated merchandising, gwps and tastings assisted by trained staff. The promotions have already “raised brand loyalty, augmented sales and increased trade-up”, according to the firm.
The travel retail exclusive collection of Rémy Martin VSOP Premier Cru, XO Premier Cru and Vintage 1988 Premier Cru, which has been introduced across Europe and Asia, will also be enhanced.
In addition, a new creative platform has been designed for Rémy Martin’s Heart of Cognac promotions. Display stands have been designed with upright panels taking consumers through the story of the Heart of Cognac, with imagery about the brand’s heritage and core messages such as “˜rare grapes, even rarer Cognac’.
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Rémy Martin’s Heart of Cognac promotion in Taipei International Airport with story panels depicting the brand’s heritage |
These stands also lead consumers to a tasting counter manned by a brand ambassador, where they are given a personalised certificate.
The promotions are designed to suit the consumer profile at the location, whether Rémy Martin XO, or both Rémy Martin XO and VSOP, the company said.
The worldwide roll-out begins this month with Mid-Autumn Festival promotions in Asia. The first roll-out in Europe will be in Istanbul in November, while other airports in Europe and the US will launch around Christmas time.
Rémy Cointreau Trade Category Manager Pascale Dubos said: “The Heart of Cognac promotion is an innovative programme to educate the consumer about the history behind Rémy Martin Cognac in an enjoyable and effective way. It has been remarkably successful.
“Similarly, the Cointreau Cointreaupolitain cocktail promotion has extended the profile of this traditional liqueur and repositioned it as a contemporary, chic drink which also appeals to a broader, fun-loving consumer group.”
Rémy Cointreau will showcase its full range of brands at the TFWA World Exhibition in Cannes this month (Stand number: Marine Village Foyer 1, Maxxium Global Travel Retail suite).
For details, contact Pascale Dubos, tel: +33 1 44 13 45 61, e-mail: pascale.dubos@remy-cointreau.com. Visit www.remy-cointreau.com.
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