St-Rémy unveils new look as it tries to revitalise the ‘outdated’ brandy category

A product redesign, new website and marketing campaign are all part of a push to shed brandy’s “outdated” image and appeal to a younger audience.

Spirits group Rémy Cointreau is rebranding St-Rémy as it looks to revitalise the brandy category and appeal to a younger audience.

Having first launched in 1886, the brand has a long heritage and as a result its global brand director Hervé Buzon believes St-Rémy has a duty to boost consumer perceptions of the spirit and create buzz around the category generally.

Burzon tells Marketing Week: “The brandy category is declining. It’s seen as outdated and as a leader we feel that we need to do something to not only make ourselves more attractive but to help the category as a whole.”

According to Buzon, St-Rémy is the number one French brandy in the world, with an 18% market share.

The global brand overhaul includes a bottle redesign, a new website and an upcoming global marketing campaign.

We feel that we need to do something to not only make ourselves more attractive but to help the category as a whole.

Hervé Buzon, St-Rémy

St Rémy’s VSPO and XOXO bottles now have a “walking lion symbol” that was present on its original bottle but disappeared during the 80s.

The lion was recently discovered in its archive and is an image Burzon feels not only honours the brand’s heritage but also symbolises St-Rémy’s position as “the king of brandy”. Burzon adds: “The lion represents St-Rémy: confident, strong and quiet.”

St Rémy is available in 70 markets worldwide and a global campaign is set to launch this month.

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