St-Rémy unveils new look as it tries to revitalise the ‘outdated’ brandy category

Spirits group Rémy Cointreau is rebranding St-Rémy as it looks to revitalise the brandy category and appeal to a younger audience.
Having first launched in 1886, the brand has a long heritage and as a result its global brand director Hervé Buzon believes St-Rémy has a duty to boost consumer perceptions of the spirit and create buzz around the category generally.
Burzon tells Marketing Week: “The brandy category is declining. It’s seen as outdated and