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St-Rémy brandy relaunches with new design

Rémy Cointreau-owned French brandy St-Rémy has unveiled new packaging designs for its VSOP and XO expressions in an effort to deliver greater shelf standout.

St-Rémy brandy has redesigned its VSOP and XO variants

The new look features a “walking lion” symbol on each of the bottles and their cartons, after the brand discovered the lost emblem in its archives.

St-Rémy’s brand relaunch will be supported with new visual materials, featuring the bottles surrounded by “golden halos of light” to reflect its “regal history”, namely the brandy’s association with its namesake Saint Remigius, a bishop who baptised the first king of France, Clovis.

“The new designs in 2018 of the VSOP and XO support the St-Rémy strategy to continue to create value within the brandy market, said Jean-Denis Voin, CEO liqueurs and spirits division at Rémy Cointreau.

“This major design uplift aims to reinforce St-Rémy’s quality leadership and shelf standout, and moreover the opportunity to implement a full brand relaunch.”

St-Rémy will be given a “more rigorous” push across Europe in 2018, the company added.

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