Market trends

Rémy Cointreau maintained its share of voice and pricing power in a very competitive context. Rémy Martin’s activations marked key moments of the year, from its ongoing partnership with artist Usher for his “Past Present Future” tour to a range of limited-edition releases, including a 300-year anniversary bottle, and localized “This is my City” bottles for cities like New York, Chicago, Detroit, and Atlanta.

The iconic Cointreau liqueur brand maintained its market share, bolstered by the ongoing MargaRight campaign and tentpole programs that continue to drive strong results – Cinco de Mayo “Lime of Credit” and “Cointreau, Cosmos & Caviar”.

St-Rémy is still leading the Brandy category in Canada, the primary market worldwide for Belle de Brillet. Canadian trends for the Rémy Cointreau portfolio assortment continue to improve, supported by a robust performance in Travel Retail and double-digit growth for LOUIS XIII Cognac.

In Latin America, performance was driven by double-digit growth for Cointreau thanks to strong tourism and a successful strategy around Original Margarita. Mexico, Brazil, and Puerto Rico remain our key priorities in the region, and we have been outperforming in the liqueur category

In the US, the market has stabilized but there has been no rebound to date. The Spirits category is only upheld by growth in RTDs and Tequila. Higher-end categories such as Cognac, Single Malts, and Rum continue to face headwinds.

Despite these challenges, the market has stabilized overall, and stocks have returned to near pre-pandemic levels. In Canada and Latin America, the spirits category faced a deceleration with a normalization of consumption close to pre-pandemic levels. Tequila and RTDs continue to expand in Canada. Mexico and Brazil remain high-potential markets for the spirits industry.

In China, where the luxury market experienced a significant decline, LOUIS XIII demonstrated resilience, and Remy Martin XO, in partnership with the acclaimed series Blossoms Shanghai, grew its brand visibility and impact to reinforce its positioning as the top choice for festive gifting. In Taiwan, Group brands also demonstrated resilience, with Rémy Martin achieving strong growth.
Hong Kong encountered considerable difficulties this year, with numerous restaurant closures, a sharp downturn in high-end retail sales, and major chains significantly scaling back operations across all segments. Some bright spots emerged with The Botanist and Mount Gay posting modest gains, and Telmont achieving strong growth by focusing on premium hospitality placements. In Macau, responding to a change of Chinese visitor profile with less spending counterbalanced by an increase in traffic, brands focused on promotional messages and campaigns to drive brand visibilities and retain a VIP casino clientele.

In China, several significant market trends emerged. Firstly, driven by economic uncertainties, a decline in the consumption of high-end spirits was matched by a rise in more affordable and value-for-money products. There was also a move towards more casual and informal drinking occasions, where consumers enjoy their drinks in a more comfortable and personal setting. Ultra-high-net-worth clients, less impacted by these changes, will therefore be a strategic target in the coming years.
Growth in the female customer base continues, now accounting for 40% of the local clientele – an increase of 2% from the previous year.
Finally, Chinese consumers are increasingly attentive to how brands incorporate their culture into their offerings. They increasingly expect brand communications to reflect their cultural values and conventions, based on local partnerships to enhance credibility. At the end of 2024, LOUIS XIII implemented two campaigns focused on Chinese art and culture in partnership with designer Guo Pei and creative director Jiang Qiong Er.
In Taiwan, overall there has been a downtrend in luxury market consumption as consumers choose essential products as priority. In Hong Kong, exclusive events, collaborations with bars, hotels, and restaurants, and promotional activities at wine merchants remain key to strengthening brand presence in a rapidly evolving market environment. In Macau, the sharp rebound in gaming tourism has elevated the strategic value of the Hotel Casino channel.

This year, Rémy Cointreau Travel Retail celebrated Rémy Martin’s 300th anniversary with a 360° marketing rollout. This included a media plan before and during travel, over 40 activations worldwide in key airports, in-store promotions, and three popup boutiques in Dubai, Hong Kong, and Paris Despite a challenging global environment and significant price pressure, this strategy enabled the Maison to maintain its growth.
Meanwhile, Bruichladdich had a standout year, benefiting from whisky’s strong momentum and the successful launch of its new Travel Retail exclusive range. The brand saw remarkable growth, particularly in APAC, with increased interest in its peated expressions – Port Charlotte and Octomore.

Travel Retail is being shaped by two key trends: personalization through AI and a strong commitment to sustainability. With AI-driven insights, brands can offer tailored experiences, from personalized product recommendations to seamless digital interactions, enhancing customer engagement and driving sales.
Meanwhile, sustainability remains a priority, as eco-conscious travelers seek brands that align with their values. By combining innovation with responsibility, the Group can create meaningful connections with modern travelers while ensuring long-term growth for its Maisons.