SB meets… Tina Reejsinghani, Rémy Cointreau

In the world of spirits, what defines luxury, and how does one of the world’s biggest drinks companies ensure that the definition is reflected in the development and marketing of its products? We spoke with Tina Reejsinghani, vice-president of luxury brands at Rémy Cointreau, to find out.

Your role as vice-president of luxury brands is new at Rémy Cointreau – what does it entail, and what do you hope to achieve in the position?

My role is to oversee the brand strategy and development of luxury brands in our portfolio including Rémy Martin, Louis XIII and Maison Psyché. It’s a newly envisioned position that reflects the company’s commitment to excellence in this segment.

My vision is to further enhance the global standing and desirability of Rémy Cointreau’s luxury portfolio of brands through innovative marketing campaigns, including Rémy Cointreau’s first national Super Bowl commercial with global tennis icon Serena Williams; Rémy Martin x Usher Life is a Melody Campaign; Louis XIII’s launch of Rare Cask 42.1 – the first edition of the Rare Cask collection to be presented as a ritual set; our exciting new collaboration with [fashion designer] LaQuan Smith that recently kicked off at New York Fashion Week; and even our expansion into a new innovative category, luxury perfume, with the launch of Maison Psyché.

Additionally, I’m committed to promoting diversity and inclusion within the luxury spirits industry, serving as the executive sponsor of Rémy Cointreau’s Women in Spirits employee resource group (ERG) and actively engaging with Women of the Vine & Spirits.

Ultimately, I aim to redefine modern luxury in the spirits landscape by staying attuned to evolving consumer trends and preferences, while honouring Rémy Cointreau’s rich heritage.

What does modern luxury mean to you, and how are you bringing the notion to life within the Rémy Cointreau portfolio?

Modern luxury, to me, is a dynamic and evolving concept that goes beyond traditional notions of opulence and exclusivity. It encapsulates a multifaceted approach to luxury that emphasises authenticity, sustainability and a deep connection to the values and aspirations of today’s discerning consumers.

Within the Rémy Cointreau portfolio, I’m working to bring this notion of modern luxury to life in three ways: sustainability and responsible sourcing, experiential and inclusivity.

With sustainability and responsible sourcing, The House of Rémy Martin is fully committed to contributing to the Rémy Cointreau Group’s ‘Sustainable Exception’ roadmap and objectives. One key target is to reduce its total carbon footprint by 50% per bottle by 2030. Packaging (close to 40% of the footprint) is a key lever to reach that target. The sustainable packaging roadmap is clear and follows three key principles: reduce, recycle and reuse.

A key example of ‘reduce’ is our work with Rémy Martin 1738 Accord Royal. Gift boxes are the first thing clients throw away after they buy a bottle. We are proud to announce that 78% of the group’s bottles are sold naked today (compared with 20% three years ago) – that is to say without a gift box (close to 60% for the House of RM). The goal is to reach 85% by 2025. After successfully eliminating VSOP’s gift box in the US over the past three years, Rémy Martin is now planning to remove the canister on Rémy Martin 1738 Accord Royal. This is a bold move that will reduce RM 1738’s packaging footprint by more than 30%.

A key example of ‘reuse’ is the Louis XIII Infinity Wheel: Louis XIII embodies this vision by embracing the concept of ‘sustainable exception’. It’s about combining the exceptional quality and craftsmanship that defines luxury with a deep commitment to sustainability and longevity.

Louis XIII The Infinity Wheel represents our dedication to this cause. It offers a remarkable opportunity to refill the decanter an infinite number of times, effectively making each decanter’s extraordinary life eternal. This innovation not only ensures that the exceptional Cognac within remains accessible to connoisseurs but also reduces waste and environmental impact.

What do you think makes a spirit luxurious?

At Rémy Cointreau, luxury is defined by exceptional craftsmanship, top-tier quality and a rich heritage. While each one of our luxury brands embodies a unique expertise and heritage, they all share the same culture of excellence.

We’re focused on crafting one-of-a-kind, immersive brand experiences that engage and captivate our consumers, whether through innovative marketing campaigns, unique tasting events or digital initiatives that allow customers to connect with our heritage and luxurious craftsmanship.

In the realm of modern luxury, it’s essential to strike a balance between tradition and evolution. We are dedicated to ensuring that our brands remain luxurious while becoming more accessible and relevant to a wider audience. This balance is achieved by actively engaging with diverse perspectives, voices and cultures. It’s about celebrating the unique stories and experiences that each individual brings to the table. Inclusivity not only enriches the meaning of luxury but also fosters a profound sense of belonging among our consumers, making the luxury experience more authentic and meaningful.

You recently led the ‘Life is a Melody’ campaign for Rémy Martin featuring Usher – what was the aim of this campaign, and what has the response from consumers been to it?

The ‘Life is a Melody’ campaign by Rémy Martin and Usher taps into cultural territories tied to music, showcasing the campaign in consumer passions of music, art, fashion, luxury and technology.

This comes to life across all campaign visuals, experiential and OOH components and is inspired by the idea that a beautiful melody is created through the harmony of ideas, influences, encounters and experiences. The visuals and movements in ‘Life is a Melody’ capture everyday elements reminiscent of music notes.

Teasing fans with a preview of a new song, Comin’ Home, from his highly anticipated album, Usher takes centre stage in the creative, sitting at the piano and enveloped in the embrace of Rémy Martin 1738 Accord Royal and XO bottles. Every element, from the captivating visuals to the curated soundscapes, showcases the deep connection between Rémy Martin, Usher and the world of music.

Our aim with the ‘Life is a Melody’ campaign was to connect with the next generation of consumers, particularly cultural trendsetters who are eager to explore new experiences and connect with others. We wanted to resonate with individuals who appreciate the fusion of art, music and Cognac, and who are drawn to innovative and culturally relevant encounters.

The response from consumers has been overwhelmingly positive.

How do you measure the return on investment for campaigns such as this? What power does celebrity endorsement have, and what quality do you look for in a celebrity when embarking on a campaign like this?

Measuring the success of campaigns like ‘Life is a Melody’ goes beyond numbers. It’s about teaming up with individuals who genuinely feel like part of our Rémy Cointreau family, sharing our values, our commitment to excellence and our embodiment of luxury. This real connection creates a message that’s meaningful and relatable to consumers.

As the executive sponsor of Rémy Cointreau’s Women in Spirits ERG, and an active member of Women of the Vine & Spirits, what changes do you think need to be made in the spirits industry to bring more equality and inclusivity to the sector? How can these changes be implemented, and what has stopped them so far?

I believe that the luxury spirits industry must continue to evolve to become more equitable and inclusive.

Implementing a shift toward diverse leadership involves proactively identifying and nurturing talent from underrepresented backgrounds, both within our organizations and across the industry. It requires setting clear diversity goals and actively recruiting and promoting individuals who can bring diverse perspectives to leadership roles. Additionally, we place a strong emphasis on talent development and recruitment, actively participating in diverse job boards (such as Pronghorn and Women of the Vine) and investing in skill-building and development programs to foster a rich pipeline of diverse leaders.

Building inclusive workplaces entails creating an environment where diversity is celebrated and all voices are valued. ERGs can play a significant role in promoting community and inclusion. These groups provide safe spaces for employees to share experiences, receive mentorship and foster a sense of belonging. To overcome past challenges, it’s essential to actively encourage and support the formation and activities of ERGs.

Additionally, training programs and transparent reporting mechanisms for discrimination or harassment incidents are key steps toward making workplaces truly inclusive.

What makes you feel empowered as a woman working within the spirits industry?

What empowers me is the opportunity to be a catalyst for change and a champion for diversity and inclusion within this traditionally exclusive sector. It’s the chance to challenge traditional norms and stereotypes while preserving and enhancing the essence of luxury.

I’m empowered by the support and camaraderie of like-minded colleagues and industry peers who are also committed to fostering a more equitable and inclusive environment in the world of luxury spirits. Every achievement and every step forward in my career is a testament to the progress we’re making and that, in turn, empowers me to continue breaking barriers and creating opportunities for women in the realm of luxury spirits.

This week, we revealed the results of our annual Luxury Spirits Masters.

Grab a copy of the latest issue of The Spirits Business magazine to read about how spirits brands are navigating the world between luxury and sustainability.