Rémy Martin Cognac closing gap on rival Martell

Cognac brand Rémy Martin is closing in on rival Martell thanks to impressive volumes sales gains, Brand Champions 2017 data shows.

Rémy Martin’s volume sales continued to grow last year

Last year, Rémy Martin’s sales grew 5.26% to two million nine-litre cases – a five year high following China’s crackdown on luxury gifting that profoundly impacted the Cognac market.

However, after witnessing double-digit growth in 2015, Martell’s sales fell 0.93% to 2.14m cases in 2016. Hennessy is the world’s largest Cognac, but brand owner LVMH regularly declines to disclose sales figures.

Last year, The Spirits Business named Rémy Martin as Supreme Brand Champion in its Brand Champions 2016 report – an in-depth look at the world’s best-selling spirits brands.

Augustin Depardon, executive brand director at Rémy Martin, said the brand benefited from its decision to relinquish its presence in the VS category, as well as “improving trends” in Asia and China in particular.

“Success comes from the clear positioning of Rémy Martin at the higher end of the market,” he said. “Thanks to extensive education programmes, consumers are learning to appreciate the quality and the difference that Fine Champagne is bringing.”

To see which brand has been named 2017’s Cognac Brand Champion, see the June 2017 issue of The Spirits Business magazine – out now. Brand Champions are not necessarily the largest brands in a particular category – the accolade is given to those that have recorded impressive percentage gains, rebounded to growth, driven impactful education initiatives, and demonstrated all-round industry excellence.

Data, analysis and commentary from The Brand Champions 2017 will be revealed on thespiritsbusiness.com shortly.