Rémy Cointreau Global Travel Retail has begun a year-long series of celebrations to mark the 300th anniversary of the house of Rémy Martin. The campaign incorporates activities created around the ‘We Dream Forward’ theme.
The festivities have kicked off with a Chinese New Year campaign, which is rolling out in selected airports. Rémy Martin (itself established under the sign of the dragon in 1724) has unveiled the XO Dragon limited edition – the first of a special tricentenary collection.
Further limited-editions and activations will follow throughout 2024. These will include the Rémy Martin Dream Forward Expedition, which will make its debut in selected airports worldwide in the spring.
Rémy Cointreau celebrates dragon heritage
The limited-edition Rémy Martin XO decanter was inspired by the mythical tale of the Centaur and the Dragon reunion. The design incorporates red and gold elements, embellished with multicoloured royal dragon scales.
The bottles feature Chinese New Year labels and neck collars, and are presented in special gift box packaging. The RRSP is US$230.
The launch of the XO Dragon edition is being supported by a series of high-profile airport activations in locations including Hong Kong, Macao, Taiwan, Singapore, Dubai, Frankfurt, Istanbul and Paris Charles de Gaulle.
There will also be an OOH campaign, including 3D advertising, at selected locations. Digital elements in Hong Kong and Singapore will target travellers pre-trip through various online touch points, in a bid to drive awareness and encourage passengers to visit the on-site activations.
Rémy Cointreau Global Travel Retail CEO Fida Bou Chabke commented: “In commemoration, Rémy Martin’s 300th anniversary represents not just a milestone but a testament to the Maison’s commitment to quality, craftsmanship, and the pursuit of excellence.
“This celebration coincides with the Chinese New Year, a time of joy, sharing and tradition. Through the Chinese New Year campaign and this special limited edition, Rémy Martin invites cognac enthusiasts to join a sensory journey honouring its storied heritage while embracing renewal and celebration.”
Rémy Cointreau Group Chairwoman Marie-Amélie de Leusse commented: “For 300 years, the House of Rémy Martin has shared its knowledge and expertise from one generation to the next.
“Today, this extends beyond the legacy of the family, and we work as a team with all stakeholders of Rémy Martin to reach sustainable excellence together.
“We have all inherited a responsibility to protect our soils for the future generations. By partnering with winegrowers from Grande and Petite Champagne, by mentoring new talents all over the world, we strive to perpetuate this family legacy for another 300 years.”