Rémy Cointreau Unveils Major Overhaul to Revive Growth in Struggling Key Markets

Rémy Cointreau, the French spirits group known for Rémy Martin cognac and Cointreau liqueur, has announced a major transformation plan as it faces ongoing difficulties in its key markets, especially China and the United States. The company, which employs more than 1,800 people worldwide, revealed the new strategy on Wednesday. The plan aims to strengthen the company’s entrepreneurial spirit and includes a significant reorganization of its management structure.

The transformation was first mentioned in November by Franck Marilly, who became CEO in June. In a statement, Marilly said the company’s goal is to improve profitability in a sustainable way and generate additional resources to reinvest in growth. The group has not specified whether the plan will have social impacts or lead to job cuts.

A new steering committee has been established within the executive committee, now composed of five main divisions. One of these is dedicated to markets and includes a new focus on emerging markets with high potential. Two new roles reporting directly to the CEO have also been created: an Innovation Lab to monitor consumer trends and growth opportunities, and an Executive Lab to speed up certain transformation projects.

The plan seeks to make Rémy Cointreau’s distribution network more efficient and refine its pricing, product formats, and promotional strategies to maximize value generation. It also aims to better allocate communication and advertising resources and optimize purchasing processes. The company says it wants to clarify responsibilities within the organization, streamline decision-making, strengthen its performance culture, and energize its teams.

Rémy Cointreau’s business relies on cognac for more than 60% of its sales. In recent years, the group has struggled with geopolitical tensions, trade issues, changing consumer preferences, and concerns about purchasing power in both China and the U.S. These challenges have weighed heavily on its financial results.

For the first nine months of its 2025-2026 fiscal year, Rémy Cointreau reported a 6.6% drop in revenue to €735.4 million. Over twelve months, the company expects stable or slightly growing revenue at constant exchange rates and scope but anticipates a decline in current operating profit by more than 10 percentage points.

The first updates on the progress of this transformation plan—named “RC Forward”—are expected when Rémy Cointreau presents its annual results on June 4. The company hopes that these changes will help it regain momentum in its traditional markets while expanding into new ones.