Rémy Cointreau Global Travel Retail has launched a year-long celebration to mark the 300th anniversary of the House of Rémy Martin.
With a ‘We Dream Forward’ theme, the festivities will highlight the Cognac’s heritage, expressions and its mission towards a sustainable future. And they have commenced with a Chinese New Year campaign, which has rolled out globally to selected airports.
Born under the sign of the dragon in 1724, Rémy Martin welcomes the mythical creature’s return with the introduction of the limited-edition XO Dragon, the first of a special tricentenary collection. With an RRP of US$230, the XO Dragon will be available at selected retailers over the festive Lunar New Year period. Further limited editions and activations will follow throughout the year.
Rémy Cointreau Group Chairman Marie-Amélie de Leusse said: “For 300 years, the House of Rémy Martin has shared its knowledge and expertise from one generation to the next. Today, this extends beyond the legacy of the family, and we work as a team with all stakeholders of Rémy Martin to reach sustainable excellence together.
“We have all inherited a responsibility to protect our soils for the future generations. By partnering with winegrowers from Grande and Petite Champagne, by mentoring new talents all over the world, we strive to perpetuate this family legacy for another 300 years.”
The Rémy Martin XO Dragon decanter design takes inspiration from the mythical reunion of Centaur and Dragon. The bold design features gold and red elements, embellished with multi-coloured royal dragon scales. The bottles have Chinese New Year labels, neck collars and are presented in gift boxes.
The XO Dragon launch is supported by a series of airport activations in locations including Hong Kong, Macao, Taiwan, Singapore, Dubai, Frankfurt, Istanbul and Paris Charles de Gaulle.
Promotions include Out of Home advertising, incorporating 3D elements, across various locations. Campaigns in Hong Kong and Singapore target travellers pre-trip through online touch points to drive brand awareness and encourage them to visit onsite activations.
According to Rémy Cointreau Global Travel Retail, this holistic approach brings its vision of “creating an exceptional journey for every travelling client, from pre-trip to on-trip” to life.
Rémy Cointreau Global Travel Retail CEO Fida Bou Chabke said: “In commemoration, Rémy Martin’s 300th anniversary represents not just a milestone but a testament to the Maison’s commitment to quality, craftsmanship and the pursuit of excellence. This celebration coincides with the Chinese New Year, a time of joy, sharing and tradition. Through the Chinese New Year campaign and this special limited-edition, Rémy Martin invites Cognac enthusiasts to join a sensory journey honouring its storied heritage while embracing renewal and celebration.”
The anniversary celebrations will include the reopening of the historic House of Rémy Martin, situated in the heart of Cognac, after several years of renovations. In selected airports the campaign will also feature the Rémy Martin Dream Forward Expedition from spring 2024. 
