remy martin
global marketing pitch

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strategist

November 2023

marketing campaign

Canva

Brief

As part of a class project for Global Marketing Strategy, Rémy Cointreau faced the challenge of marketing cognac to a younger, affluent audience. Despite cognac's luxury appeal, younger consumers show a stronger loyalty to liquors like tequila and vodka, making it difficult for Rémy Cointreau to break through in competitive global markets.

Solution

To overcome this, my team and I developed a strategic expansion plan for Rémy Cointreau in Switzerland, targeting affluent tourists—particularly Chinese consumers with a strong cultural connection to cognac and gift-giving. Our dual-season approach capitalized on Switzerland's ski and art seasons, positioning Rémy Cointreau as the luxury choice for high-end experiences. We proposed placements in premium locations such as hotels, duty-free shops, festivals, and the Zurich Opera House. With in-depth market analysis and sponsor collaborations, our strategy positioned the brand to attract younger, affluent consumers through exclusivity and cultural relevance, while overcoming category competition.