Interview with the Group Chief Executive Officer

The spirits sector is undergoing profound change. This is compounded by a geopolitical landscape that is particularly unstable, a situation which often tends to significantly impact our industry. To meet these challenges head-on, Rémy Cointreau must increase its resilience and adapt, by shoring up its market positions and uncovering fresh growth opportunities. From a geographic perspective, it is vital that we accelerate our expansion in our strategic markets to consolidate our presence. In particular, China and the US offer substantial growth potential, with numerous regions in both countries for us to explore.
Nevertheless, we must also continue to pursue our geographic footprint by seeking new avenues for growth in emerging and untapped markets, such as the Middle East, India, Latin America and Africa. Recent free trade agreements signal promising prospects, a development that is encouraging for the entire industry and especially for our Group.

To realign the Group with a trajectory of sustainable, profitable growth, it is crucial to have a clear understanding of our core strengths and growth drivers. I initiated a comprehensive, objective analysis across the entire organization to gain deep insights into each segment of our value chain.
This evaluation, complemented by conversations with our partners and teams across diverse markets, allowed us to establish the foundational pillars of our transformation plan, RC Forward. This plan will empower us to generate our own value creation momentum and strengthen the entrepreneurial spirit of our teams, building on the Group’s culture while instilling greater discipline, rigor and performance focus.
Our ambition is clear: to sustainably improve profitability in order to generate additional resources to reinvest in growth. This transformation will also require organizational change. Clarifying responsibilities and strengthening the performance culture will unlock the energy of our teams.
A tangible example of this strategy in motion is the creation of the new Prestige division, bringing together the LOUIS XIII, Telmont and Maison Psyché brands. This division is purpose-built to seize every existing opportunity and to create new ones with boldness, agility and the exacting standards that have long defined our Group.

This plan is anchored by five core pillars:

• Firstly, to strengthen the efficiency of our distribution network and refine route-to-market strategies, thereby broadening our reach and unlocking untapped growth opportunities.
• Equally important is maximizing the impact of advertising and promotions investments, strategically allocating resources across brands, fine-tuning the media mix and channeling every investment towards areas that enhance brand desirability and commercial value.
• Driving increased value creation through enhanced Revenue Growth Management is another crucial focus. This involves a more nuanced approach to product, pricing, formats and promotions to maximize value generation across all channels.
• The fourth pillar targets procurement optimization by embracing a more global, cross-functional approach.
• Finally, the transformation plan calls for a simplification of our operations, which will allow us to streamline decision-making and embed a high-performance culture throughout the organization.

Since day one in my role, I have been genuinely impressed – despite the challenging context – by the extraordinary dedication of our employees. Rémy Cointreau combines the heart and soul of a family-owned company with deeply embedded values and the strength of a globally recognized portfolio of brands.

I firmly believe that testing periods often present unique opportunities. In times of uncertainty, it is the resilience and determination of our teams that make the difference in overcoming challenges.
I have full confidence in each individual’s capacity to adapt and evolve, becoming active contributors to the Group’s transformation while honoring the core values that have been the foundation of Rémy Cointreau’s success.
I want to take this opportunity to sincerely acknowledge our teams for their trust, which reflects their unwavering commitment and their determination to drive the Group forward.