St-Rémy launches global strategyBy Georgie Collins
French brandy St-Rémy has revealed a new global strategy to boost consumption of St-Rémy XO and its latest release, St-Rémy Café.
The company plan spotlights three objectives: expanding drinking occasions, rejuvenating brand perception and recruiting new consumers through on-trade availability.
According to internal research by Rémy-Cointreau, coffee is the second biggest trending cocktail flavour in the world.
The brand intends to tap into the category’s popularity by introducing coffee enthusiasts and brandy drinkers to new and ‘invigorating’ ways to experience St-Rémy, and utilising global trends in cocktails and mixology.
Hervé Buzon, international marketing director for St-Rémy, said: “After trialling the St-Rémy Café strategy in Canada last year and seeing the positive results, we decided to make it a global strategy.
“The feedback from many accounts has been very positive, with St-Rémy XO Cold Brew quickly becoming their best seller, prompting us to develop the strategy further and share it worldwide.”
The XO Cold Brew is now a St-Rémy hero serve, a cocktail made by combining 45ml St-Rémy XO, 120ml Cold Brew and 30ml vanilla syrup in an ice-filled glass and stirred.
Other cold and warm options have also been created to suit every taste, and the different variations of St-Rémy XO coffee cocktails can be adapted to the season, the time, and the occasion.
The range also includes the XO Iced Latte and XO Mocha, which can be created as warm and iced serves, as well as the XO Coffee made from just St-Rémy XO, black coffee and simple syrup.
St-Rémy Café has focussed on low-cost serves to encourage an on-trade boost, with coffee providing a natural flavour base on which to build serves – accessible, easy-to-produce and not tied to specific seasonality.
Buzon continued: “The on-trade represents an area of huge growth for St-Rémy. We have worked with international bartenders to understand the pinch point for a modern bar: margins, consumer trends and speed with St-Rémy Café, we believe we are providing an attractive option.”
St-Rémy intends to tap into the brunch market in order to create the opportunity for consumers to discover and consume brandy in a new form, with the use of St-Rémy Café in cocktails.
St-Rémy XO was awarded Gold in The Brandy Masters 2022.