Family-owned Rémy Cointreau Group is featuring a wide range of products at the Hainan Expo, underlining its strong commitment to the Chinese market.
Along with key brands, including Rémy Martin and Louis XIII Cognacs, Cointreau, The Botanist gin and Bruichladdich single malt whisky, Rémy Cointreau is displaying its Champagne Telmont to a Hainan audience for the first time.
On-stand tastings sessions are available, with guests invited to learn about the production techniques and heritage behind each brand.
The group points out that at least 90% of the materials used in the construction of its Hainan Expo stand are recycled and reused, emphasising Rémy Cointreau’s sustainability mission. Adherence to high production standards also reflects a commitment to ecology and a vision to lead innovation and the stable development of the premium wine and spirits industry in China.
Rémy Cointreau China CEO Sophie Peng Shuangling said: “In recent years, the consumption of foreign wines and spirits in the Chinese market has continued to expand, with consumer demand increasingly targeting premium brands.
“Rémy Cointreau China hopes to continue to strengthen close ties with the Chinese market through the Consumer Expo and to share high-quality development with Chinese consumers.”
She added that Rémy Cointreau is “full of confidence in the Chinese market, and will continue to deepen the Chinese market in the future and to create more high-quality wine experiences”.
Rémy Cointreau noted increased consumption and the emergence of new consumer groups within the Chinese market over the past two years. According to the Group, brands and retailers “need to meet consumers’ demands for quality, culture and emotional value, and create a comprehensive customer experience”.
As Rémy Cointreau aims to convey its story to Chinese consumers, especially the younger generation, this summer, Louis XIII – together with brand spokesperson William Chan – released a short film, Summer Rhapsody, and in January Rémy Martin revealed a new Rémy Martin X.O promotional video starring Li Yifeng.
The finals of the eighth ‘Queen of Cointreau’ Bartender Competition took place in Shanghai last November, encouraging outstanding female bartenders to stand out in the industry.
Rémy Cointreau has focused on brand experience through a series of themed, immersive and interactive activities. Since 2016, Rémy Martin representatives have travelled to Guangzhou, Shanghai, Xiamen, Chengdu, Shenzhen and other cities, introducing new brand concepts. This year Bruichladdich pop-up stores are set to open in Beijing and Shenzhen, with both online and offline tasting opportunities.
Rémy Cointreau regards Hainan as “one of its important global strategic markets”. The Group has carried out multi-level dialogues with local partners to develop a new marketing plan to suit changing industry and consumer trends.
As one of the first drinks brands to use digital channels in China, Rémy Cointreau emphasises its commitment to improving the layout of online and offline omnichannel retailing. “Emerging business formats such as offline boutiques closely follow new trends and create exclusive brand experiences for consumers in multiple dimensions,” the group said.
At the same time, Rémy Cointreau has also obtained independent operation rights of flagship stores on the major Tmall and JD.com ecommerce platforms, and has established a more direct online communication channel with consumers to “actively meet the ever-escalating needs of consumers”.
“The pursuit of personalisation and diversification not only leads the quality and upgrade of foreign wine and spirits consumption, but also helps Chinese consumers realise their vision for a better future,” the group added.
Rémy Cointreau is also sharing its strong sustainability credentials with visitors to the Hainan Expo.
“The five key points of the Group’s sustainable development philosophy revolve around the word terroir: sustainable agriculture and protection of land resources, protection of water resources, green packaging, reduction of carbon emissions, and a healthy working environment.
“The nearly 300-year history of the Group’s Rémy Martin brand confirms this concept.”
In 2020, Rémy Martin announced that it would gradually reduce the use of packaging gift boxes. It also intends to stop using non-recyclable packaging in 2024. Co-operative vineyards have begun to implement sustainable agriculture, and 50% have obtained high environmental protection value certification.
Champagne bottle weight has been reduced and recognised as a big step forward in environmental protection for the entire Champagne region.
In November 2021 Rémy Cointreau Group launched the global ‘A Planet of Exception’ programme, committing to continuously reduce its carbon footprint.
“Rémy Cointreau Group hopes to take this opportunity at the Hainan Expo to reiterate its consistent emphasis on the Chinese market and its long-term commitment to development, and once again convey the Group’ s determination to Chinese consumers,” the group said.
“Rémy Cointreau will continue to increase its presence in the Chinese market, adhere to the high-end, consumer-oriented and digital development strategy, help improve the quality and upgrade of foreign wine consumption and continue to bring more high-quality products and services to Chinese consumers.”
