Rémy Cointreau is partnering St-Rémy with the coffee craze in a marketing activation for the French brandy.
‘St-Rémy Café’, which kicks off this month in the brand’s 70+ markets worldwide, focuses on the XO expression of the brandy. The campaign, specific details of which were not announced, follows last year’s trial of “the St-Rémy Café strategy” in Canada, according to the brand owner.
The brandy’s key markets include Australia, Canada, Finland, Norway, Sweden and the US.
In the on-premise channel, the campaign is designed to appeal to consumers looking for a brandy-based cocktail to go with brunch, while consumers at home will be introduced to a serve comprising St-Rémy XO, cold brew coffee and vanilla syrup.
The group cited “internal research” indicating that coffee is “the second most trending cocktail flavour around the World”.
“St-Rémy understands the challenges posed to the brandy category: consumer base becoming older, and lack of desirability for younger drinkers,” Rémy said last week. “The company seeks to bolster its commitment to category rejuvenation, following new product development which includes St-Rémy Signature, a new blend designed specifically for cocktails and mixing.”
Embracing craft cues and NPD propels brandy – Market Analysis
