Market trends
Key developments
Strategic participation in key industry events
In the EMEA region, the year was marked by the success of several product launches, particularly in Greece and South Africa, supported by 360° activation plans.
The Group’s brands were present at key events such as the 15th edition of the Athens Bar Show, which attracted nearly 17,000 visitors and featured more than 130 events throughout the Greek capital. Five Rémy Cointreau brands were represented: METAXA, as well as Cointreau, The Botanist, and Mount Gay – Rémy Martin was also featured in a pop-up space dedicated to the trendiest bars. More than 5,000 cocktails made with Rémy Cointreau products were served over the two days of the event.
Rémy Cointreau also hosted two of its own events and participated in more than ten partner events during the week of the show, including a major METAXA opening party that drew more than 1,500 guests.
The 2025 edition also featured the METAXA Twelve Competition and collaborations with Rémy Martin and The Botanist at various bars in Athens.
Trends
Opportunities for growth, despite the challenges
The EMEA region is showing more moderate consumption trends. However, growth opportunities remain, particularly in the Premium segment.
In bars and restaurants, consumers are increasingly prioritizing quality over quantity, drinking earlier in the day and seeking out premium experiences for special occasions. Some brands and Maisons thus stepped up their premiumization strategies in 2025 by offering exceptional experiences, such as LOUIS XIII in Switzerland and Germany, or Bruichladdich, targeting collectors in the United Arab Emirates.
The recommendations and influence of bartenders is another key factor driving the consumption of spirits. In India, for example, the cocktail culture is growing rapidly, driven both by influential bartenders and the booming premium sector. The training and prescribing provided by these professionals are key factors in building customer loyalty, and their knowledge of these segments can still be expanded. Brands that know how to cultivate their expertise in cocktail culture and effectively engage the bartender community are thus ideally positioned to drive adoption and unite consumers around their products, with the goal of generating sustainable growth.
Achievements
#ACTIVATION
VSOP CITIES MAKES ALL THE DIFFERENCE
In the highly competitive cognac market, visibility at the point of sale and the level of promotion are key factors for success. In South Africa, Rémy Martin’s 2025 VSOP Cities campaign opted for exclusive packaging inspired by major must-see cities, to strengthen its cultural roots. The goal was to maintain competitiveness and maximize visibility at the point of sale through immersive experiences in the hospitality sector and high-profile partnerships. The campaign was rolled out nationwide to more than 600 points of sale and generated a 28% increase in year-on-year sales.
#EXPERIENCE
WINTER LUXURY BY LOUIS XIII IN ST. MORITZ
This winter, the Grace La Margna St. Moritz, one of Switzerland’s most prestigious five-star hotels, treated its guests to an exclusive and luxurious experience centered around the LOUIS XIII Jeroboam. From presentation to service and tasting, every detail was carefully thought out to bring out the best in the product. A perfect tribute to elegance and craftsmanship.
#FESTIVALS
COINTREAU AND METAXA TAKE CENTER STAGE AT EUROPEAN FESTIVALS
Cointreau and METAXA further increased their visibility and brand awareness this year by expanding or strengthening their presence at European festivals. This year, for the first time, Cointreau expanded its marketing activities to Italy with the La Prima Estate festival.
The initiative extended beyond the 18,000 festival-goers, with the content created for the event reaching more than 400,000 people on social media.
As for METAXA, the brand solidified its presence in the Polish market. With a presence at nine festivals, it sold more than 40,000 cocktails and reached over 450,000 people.
#EXPERIENCE
CONNECTING WITH COLLECTORS
In the United Arab Emirates, private collectors seeking rarity, authenticity, and direct access to brands are showing increasing interest in ultra-premium whiskies. With the aim of building a direct relationship with these discerning connoisseurs, Bruichladdich has partnered with Malt Society Arabia to offer an exceptional immersive experience on the island of Islay. Members acquired a full cask for private bottling, yielding between 230 and 250 bottles. The experience concluded with a tasting.
#LAUNCH
REMY MARTIN VS LAUNCHES IN SOUTH AFRICA AND NIGERIA
The cognac market in Africa is dominated by the VS (Very Special) segment, which accounts for over 80% of volume and is the main driver of growth. The 2025 launch of Rémy Martin VS in South Africa and Nigeria was thus aimed at penetrating this segment through a campaign focused on cultural relevance, visibility, and discovery. With 24,000 cases shipped compared with an initial target of 15,000, outperforming the target by 60%, the launch campaign reached more than 17 million people and generated 1.3 million interactions on social media. In just six months, Rémy Martin VS achieved a 5.5% market share in the VS category.
#INFLUENCE
STRATEGIC ROLE OF SOMMELIERS IN THE GROWTH OF CHAMPAGNE
In the United Arab Emirates, sommeliers play a crucial role in informing consumers. For our Champagne Maison, promoting and training these professionals is therefore essential. To raise brand awareness among this audience and broaden its presence in influential high-end establishments, Telmont partnered with Graft Collab, a Dubai-based marketing agency specializing in our sector, to develop a six-month program to train more than 200 local hospitality professionals. Previously available in around 20 points of sale, the Maison is now present in more than 50. With growth of more than 40% compared with the start of 2025, it has reached 90% of its bottle distribution target.
#PARTNERSHIP
COINTREAU PARTNERS WITH INDIA’S TOP BARTENDERS
30 Best Bars India is a leading platform shaping India’s cocktail culture. Cointreau thus partnered with the 30 Best Bars Awards ceremony by launching a five-day program in four Indian cities – Goa, Mumbai, Bengaluru, and Chennai – in the lead-up to the awards ceremony. The program combined bar events, training sessions, and entertainment to motivate this key community. At the awards ceremony at the Taj in Goa, a Cointreau bar, ideally located in front of the main stage, served the Original Margarita and its variations to more than 650 guests.
#ACTIVATION
RUGBY AND VSOP: A STRATEGIC PARTNERSHIP FOR REMY MARTIN IN THE UK
Rémy Martin UK has partnered with the popular podcast “The Good, The Bad and The Rugby” to launch a local activation platform targeting consumers of premium VSOP cognacs. In June 2025, as Father’s Day approached, the hosts of the must-listen rugby podcast – with more than 3 million listeners and viewers – shared the story of Rémy Martin with consumers and encouraged them to include Rémy Martin VSOP in their drink and gift selections. At the end of 2025, a partnership with the iconic Barbarians FC rugby club gave the campaign a further boost during this crucial sales period.
Key developments
Brand support through targeted investments
In the United States, Rémy Cointreau continued to support its portfolio this year, maintaining its strategic investments in its flagship brands, Rémy Martin and Cointreau, as well as high price levels despite a challenging environment. In December, Rémy Martin’s “My Call” launch campaign was a huge success. Limited editions (End of Year, Lunar New Year, and “This is my City” in Miami and Los Angeles) were launched, generating excellent media coverage.
Cointreau, which remains the leading liqueur brand in cocktails (Source: Technomic, 2025), gained new market share in the orange liqueur category (Source: Nielsen, 2026), due in particular to its new “MargaRight – Any Tequila” campaign and its year-round marketing activity.
In Canada and Latin America, where market conditions are also challenging, Rémy Cointreau outperformed in the spirits sector.
St-Rémy remains leader in the brandy category in Canada, which is also Maison Belle de Brillet’s largest market. Still in Canada, the upward trend continues for the Group’s non-cognac brands, which are showing robust performance, as is the Travel Retail sector.
Lastly, in Latin America, the positive results are driven by the excellent performance of Cointreau and cognac, boosted both by the implementation of an effective strategy and by the rapid growth of tourism.
With high inventory levels at wholesalers and a strained supply chain, the US spirits market remains challenging. Sales of all spirits categories are down. Only the spirits-based ready-to-drink (RTD) category is showing growth.
Trends
With high inventory levels at wholesalers and a strained supply chain, the US spirits market remains challenging. Sales of all spirits categories are down. Only the spirits-based ready-to-drink (RTD) category is showing growth. Cognac sales have stabilized, but it remains the hardest-hit category. This can be attributed in part to more moderate consumption of spirits, driven by increased health consciousness, and the growing use of weight-loss medication.
Spirits are also losing ground to alternatives such as RTDs, low-alcohol or alcohol-free beverages, and products containing THC or cannabis. Lastly, ongoing pressures on purchasing power, as well as economic and geopolitical uncertainty, also play a significant role.
In Canada and in the major Latin American markets, the sector is also experiencing a slowdown. In Canada, this is also linked to the uncertainty caused by US tariffs and the decline in the number of crossings at the Canada-US border. Nevertheless, the strong growth in tourism in the Caribbean is worth noting.
Achievements
#LAUNCH
A BOLD CAMPAIGN, REWARDED WITH SUCCESS
The new “MargaRight – Any Tequila” campaign was launched in June in the United States and in several regions around the world with the release of a teaser featuring Aubrey Plaza promoting a fictional brand called “Any Tequila” – highlighting Cointreau, an essential ingredient in any good margarita. The campaign, which was rolled out across multiple channels in two phases (June and October), generated more than 270 million video views and 3.2 billion impressions across nearly 150 publications. Launched for the end-of-year holiday season, the “Any Tequila” eggnog and holiday gift-set spots generated approximately 2 billion impressions and nearly 100 press placements.
#PARTNERSHIP
FRESH LAUNCH FOR REMY V
To launch Rémy V in the United States, Rémy Martin partnered with Tefi Pessoa, a renowned Latina content creator and influencer, to develop the “It’s V you” campaign and design a contest offering a trip to Miami and other limited-edition prizes. 7,000 participants entered the sweepstakes for a chance to win.
The launch generated significant media coverage, with over 496,000 social media impressions, several dozen press placements, and more than 600 million impressions, far exceeding the initial target.
#PARTNERSHIP
POP-UP SHOPS IN MEXICO TO SHOWCASE OUR PORTFOLIOOF EXCEPTIONAL SPIRITS
Rémy Cointreau has partnered with Palacio de Hierro, Mexico’s most exclusive department store. In November and December, three LOUIS XIII and Rémy Martin pop-up shops were set up inside the store, generating double-digit sales growth.
#EVENT
COINTREAU AT THE RIO DE JANEIRO CARNIVAL
Cointreau made its debut at the Rio de Janeiro Carnival in 2025. For six days, nearly 4,000 guests enjoyed Cointreau on the rocks or in cocktails in two VIP lounges at the famous Sambodrome. This new initiative strengthened the brand’s presence and high-end image at Brazil’s largest event.
Key developments
Brand resilience in a changing market
In 2025, the luxury goods market in mainland China saw a significant decline of 3 to 5% (Source: Bain & Company, 2025 China Personal Luxury Report), returning to levels similar to those of 2020. Despite this challenging environment, LOUIS XIII demonstrated resilience, posting growth of 0.1% for the year as a whole.
In Hong Kong, the year was marked by numerous restaurant closures, a sharp decline in luxury goods sales, and a significant downturn for major chains, both in the mass market and in the high-end segment. Another major trend can be observed in dining and shopping habits: more and more Hong Kong residents are choosing to dine out and shop across the border in Shenzhen, where there is a wider variety of products and better value for money.
In addition, tourists’ preferences have changed: they now prioritize cultural experiences over the purchase of luxury goods.
In Taiwan, 2025 was also a difficult year, with a significant decline in cognac and whisky sales. The focus was on strengthening the fundamentals and maintaining a presence in key channels, thereby ensuring business continuity in the context of a downturn. This year of consolidation has set us up to be even more competitive in 2026.
In Japan, there are several positive signs. The country remains a strong and resilient whisky market with growing interest in Scotch single malts, thanks in part to the popularity of the whisky highball, which is attracting new consumers. Telmont champagne continued to expand its presence and visibility in the peninsula’s new 5-star hotels, while LOUIS XIII gained visibility through pop-up stores and high-impact activations.
Trends
Rapidly changing consumption trends
In China, several trends are currently emerging among the wealthiest consumers. The first observation is that luxury is now measured by quality of life rather than by quantity of possessions. Time is becoming the most precious asset.
The second finding is that young Chinese consumers are looking for brands that show that they understand them, beyond simple marketing tactics, with authenticity taking precedence over esthetics.
Lastly, customers are no longer looking for speed, but for ceremony and ritual: a private presentation or a pop-up store that feels more like a vacation destination than a retail shop. The experience is no longer just an add-on; it becomes a memory in its own right.
In Hong Kong, where the market is constantly evolving, brands are increasingly focusing on strengthening social connections through experiential marketing, boosting consumer engagement through activations in bars and restaurants, or through partnerships with luxury hotels and fine-dining establishments.
In Taiwan, the spirits market is shifting from a phase of expansion and growth to a more challenging environment focused on inventory management, price competitiveness, and investment optimization.
Lastly, the Japanese market continues to have a solid consumer base, bolstered by a significant influx of foreign tourists. However, the weak yen and rising inflation are reducing domestic demand. Consumption in the on-trade channel is slowing, a trend that is partly offset by the strength of the restaurant sector and the high-end hotel market.
Achievements
#COLLABORATION
LOUIS XIII X JUDYHUA: A NEW BOOST FOR THE BRAND
LOUIS XIII has teamed up with fashion designer JUDYHUA to create a special edition of LOUIS XIII The Drop, unveiled during the runway show for her 2025 collection. The 360° campaign enabled the LOUIS XIII brand to reinvent itself, boost sales, and introduce LOUIS XIII to a new customer base from the art and collecting communities. Sales volume for The Drop collection doubled (+104% year-on-year), and the Classic collection also saw sales growth.
#EVENT
BRUICHLADDICH IN CHINA: NEW CONCEPT AND EXCLUSIVITIES
To introduce its new brand concept, “Not Your Classic Whisky”, and two new Scotch single malts produced exclusively for China – The Laddie Twelve and The Laddie Fifteen – the local Bruichladdich team developed an integrated campaign. The goals were to build brand awareness and enhance the brand’s image, as well as to encourage Chinese consumers to adopt a more open and diversified approach to whisky consumption, in keeping with the spirit of the Scottish distillery. Launched with an immersive event that invited industry professionals and the media to discover a daring whisky experience – innovative, sustainable, and steeped in Chinese culture – the campaign generated over 7 million views and more than 10 million impressions, as well as a positive reception from the B2B sector.
#COLLABORATIONS
COINTREAU AND REMY MARTIN PLAY THE ART CARD
In 2025, two brands chose to collaborate with artists to boost their brand awareness. Cointreau launched a campaign in partnership with the independent Chinese art brand
“Tireless Girl”, capitalizing on the consumer trend to seek out brands that reflect their identity and personal expression. By offering below-the-line experiences such as surprise gift boxes and collaborations with influencers, the campaign strengthened the emotional connection with a new generation of consumers, generating 73 million impressions and significant media exposure while boosting sales both online and at local points of sale.
For its part, Rémy Martin selected Chinese artist Chen 13 to launch two exclusive editions of its Rémy Martin CLUB Fine Champagne cognac, “Turn of Fortune” and “Double Blessings”, combining artisanal cognac know-how with contemporary Chinese artistic creativity.
#EVENT
RÉMY MARTIN TMALL, CELEBRATING THE CHINESE NEW YEAR
An annual feature on e-commerce platforms during the Lunar New Year, this year’s Rémy Martin TMALL campaign featured actor Chen Xingxu as its ambassador, who participated in the launch of the limited-edition CLUB Year of the Horse at an immersive live event hosted from the TMALL FSS.
Rémy Martin also collaborated with artist Xue Song to create an exclusive work inspired by terroir and the figure of the centaur. A Rémy Martin pop-up store inspired by the artist was also set up at the DENTREE bar, to retain existing customers and attract new ones. An event on the theme of the horse was also held, helping to enhance and boost the brand’s image.
Lastly, to capture consumers’ attention during the Chinese New Year, the campaign’s key visuals were displayed in the prestigious and extremely busy Jingan Temple area of Shanghai.
#ACTIVATION
THE BRANDS IN ACTION
Taiwan is the world’s third-largest market for single malt, and Taiwanese consumers show a strong preference for aged whiskies. To meet this demand in the local market, Bruichladdich launched the Bruichladdich 12-Year-Old and 15-Year-Old in 2025, thereby supporting the long-term growth of its portfolio in a strategic category.
As for Cointreau, the brand focused on a series of activations in bars and restaurants, including four “Shake it up” events that attracted more than 400 consumers per event. These initiatives strengthen the long-term value of these two brands while boosting consumer engagement and visibility in a highly competitive market.
#INNOVATION
THE LADDIE HIGHBALL READY-TO-DRINK, EXCLUSIVE TO JAPAN
Japan is a key market for Bruichladdich and one of the fastest-growing whisky markets in the world, experiencing exponential growth. Driven by premium whiskeys, the highball – a cocktail made with three parts sparkling water, one part whisky, and ice – accounts for 14.4% of market share on its own. This is an interesting opportunity, as this cocktail perfectly matches Bruichladdich’s alcohol content and flavor profile. In 2025, the distillery therefore launched its first RTD cocktail, The Laddie Highball Ready-to-Drink, exclusively in Japan.
Key developments
Double-digit growth amid global volatility
The Travel Retail business at Rémy Cointreau posted strong results for 2025 across all of its brands. Rémy Martin benefited from the success of XO and CLUB, which performed well at major airports across the Asia-Pacific region, driven by activations tied to the Anish Kapoor XO limited edition, strong year-end results, limited editions exclusive to Travel Retail, and Lunar New Year activations.
Bruichladdich capitalized on its exclusive Travel Retail range and the launches of Organic 16 and Black Art Sapero, while the peated whiskies Octomore and Port Charlotte continued to enjoy strong demand. Due to targeted initiatives at key international airports, LOUIS XIII sales were strong in the second half of the year. Cointreau also performed well, driven by its Margarita activations and City limited editions.
Trends
From duty-free shopping to the connected experience
Travel Retail is changing: from a simple shopping experience in a duty-free zone, it is becoming an immersive and connected customer journey. The brands are focused on creating personalized moments of interaction and connection in-store, and on engaging with travelers before they arrive at the airport through online pre-orders and mobile apps.
Airports are thus becoming places where people can discover and experience brands, rather than just places to shop. The main challenge for brands is to maintain a connection with their customers before, during, and after their trip.
Achievements
#ACTIVATION
LOUIS XIII AND REMY MARTIN CELEBRATE THE YEAR OF THE HORSE
Rémy Cointreau enjoyed high visibility and strong sales in the Travel Retail sector in 2025, in particular through exceptional activations during the Lunar New Year period.
LOUIS XIII strengthened its ultra-premium positioning with exclusive gift editions and, with the aim of boosting engagement in key Asian hubs, Rémy Martin focused on a festive brand narrative and limited editions featuring a horse motif to strengthen its appeal, the connection to local culture, and ensure the relevance of its offer during this peak season for travel and gift-buying.
#DEVELOPMENT
SIGNIFICANT GROWTH IN DUTY-FREE SALES IN CANADA
The Travel Retail business at Rémy Cointreau continued to post double-digit growth in Canada in 2025, despite a decline in cross-border traffic. This growth is largely due to improved visibility in stores and on shelves, as well as increased consumer engagement with our brands.