Opportunities rife for world-renowned French spirits group in China

Renowned French spirits group Remy Cointreau unveiled a global debut product — LOUIS XIII Le Mathusalem 6L Haute Couture Limited Edition — at the seventh China International Import Expo in Shanghai. Its CEO emphasized that participating in the CIIE provides the group with a platform to interact with the market, showcases its long-term commitment to China, and pays tribute to the long-standing friendship between China and France.

"This year, France and China celebrate 60 years of their diplomatic relationship, but we started 140 years ago in China. And for us, the presence here is important to testify our love and passion for China," Global CEO of Remy Cointreau Group Eric Vallat said, adding that it's their fifth time participating in the CIIE.

"It's a great opportunity for us to exchange with all the stakeholders in the industry, in China, and abroad to get a lot of insights, which is important," Vallat added.

In their 120-square-meter sustainable development booth crafted from up to 97 percent renewable and reusable materials, the group not only showcased a range of brands such as Cointreau, Bruichladdich and Botanist, presenting exquisite products like liqueur, whisky, and gin, but also introduced the group's diverse product portfolio.

Moreover, for the inaugural occasion, the booth included a sustainable area that underscores the importance of corporate social responsibility.

National gift

Within the group, LOUIS XIII has been chosen as a precious national gift offered by the French delegation to their Chinese counterparts during this momentous Sino-French occasion.

Serving as the centerpiece of the booth, the 6L Haute Couture exclusive design, a collaborative masterpiece with the esteemed Chinese haute couture designer Guo Pei, featured traditional auspicious motifs like dragons, phoenixes and peonies.

These intricate designs were embroidered with three-dimensional gold threads, creating a luxurious texture that beautifully melded the timeless allure of Eastern aesthetics with the finesse of French artisanship.

"It's a piece of art. It proves that traditional French craft and expertise, enriched with Chinese culture and know-how, can aim at delivering exceptional products," Vallat pointed out.

The Remy Cointreau Group, a French family-run business group that leads the global spirits market, has a total of 14 premium alcohol brands, including LOUIS XIII, Remy Martin Cognac Fine Champagne, Cointreau Liqueur, Bruichladdich Single Malt Whisky, the Botanist Islay Dry Gin, TELMONT Champagne and one luxury perfume brand — Maison Psyche.

Since 1880, the prestigious French cognac brand LOUIS XIII received its inaugural order from Shanghai, China, marking the commencement of a relationship that has spanned over 140 years with the country.

Strategic market

With 300 years rich history, Remy Cointreau has consistently recognized China as one of the most pivotal strategic markets globally. The company eagerly anticipates continued collaboration with its partners to deliver top-tier services that have lasted for 300 years, aiming to enhance the lives of Chinese consumers and contribute to their overall well-being.

"China is very significant for us. It's our No 1 market worldwide for cognac. It's also the market which might be slowing down but has a fantastic growth potential, because imported spirits are only three percent of the total spirits consumed in China.

"But beyond this, China is a very interesting market because it's a pioneering market for direct-to-client activities thanks to the e-commerce ecosystem," Vallat pointed out.

As one of the early pioneers in the e-commerce sector, Remy Cointreau is seizing the opportunities arising from China's digital advancements.

The company is strategically positioning its e-commerce operations, establishing a strong presence on prominent domestic e-commerce platforms, and actively cultivating a more personalized and efficient communication approach with consumers, leveraging platforms like social networks and WeChat.

"Perhaps due to our relatively smaller size compared to our competitors, we have been at the forefront of e-commerce at Remy Martin. It now constitutes nearly 30 percent of our business, a development unimaginable when we first launched it a decade ago. This ecosystem is very specific in China and you need to embrace if you want to be successful," Vallat said.

Vallat further acknowledged that e-commerce was a significant factor that motivated the group to establish an innovation hub in Shanghai. "With e-commerce, you have to go fast."

According to Vallat, China is the sole country where Remy Cointreau has an innovation team. Some of the innovations originate from the Chinese team and are exported worldwide.

One of the innovations that Vallat takes immense pride in is the Dentree bar.

Sustainability concept bar

Last year, Remy Cointreau chose Shanghai as the launch site for the world's first sustainability concept bar, Dentree, in partnership with Spirits Architects. In 2024, Dentree obtained certification as carbon neutral for both its construction and operations through the world's leading performance-driven building certification program, RESET.

The launch and promotion of Dentree exemplify Remy Cointreau's commitment to sustainability, showcasing its dedication not only to creating exceptional products and experiences but also to various sustainability initiatives. These include local environmental protection, irrigation and water conservation, forest preservation, biodiversity conservation, and the promotion of responsible consumption.

The goal is to halve carbon emissions across the entire value chain by 2030 and achieve zero-carbon emissions by 2050.

"Sustainability is very important for us because we live from the soil and what makes us great today is the soil. Our responsibility now is to hand over the soil to the next generation in proper condition," he pointed out.

To help realize this objective, Remy Cointreau aims to reduce its carbon footprint by implementing initiatives such as the prohibition of air transport, reducing new packaging, and minimizing glass weight or more importantly switching to regenerative agriculture.

To ensure the enduring prosperity of Remy Cointreau in China, Vallat will introduce a novel strategy: innovating new products or forming partnerships that integrate with Chinese culture and traditions.

"If we are still here after 300 years, I think it's because we have managed to stay loyal to our traditions, but always capturing the essence of today. You're happy to have a long tradition and history, but you want to remain relevant," Vallat pointed out.

"We must always blend tradition and modernity."