French brandy St-Rémy focuses on history with packaging revamp

The new-look bottles feature the brand’s historic lion crest

French brandy St-Rémy is drawing on its history and heritage with new-look packaging which carries its historic lion motif.

St-Rémy was founded in the Loire Valley in 1886 by Paul-Emile Rémy Martin. Today the brand is available in 40 countries around the world and prides itself on being French “from soil to bottle”.

A recent search of the company’s archives led to the discovery of a long-forgotten heraldic lion symbol.

A renewed focus on heritage and history is one of the dominant trends within the spirit market today and inspired by the discovery, St-Rémy has got on board with the trend. The brand has released new packaging for its products which invokes its history and carries the ‘walking lion’ motif. St-Rémy bosses say the move is “to demonstrate the St-Rémy ethos and its strong position in its category as the king of brandy.” The new packaging also reflects the core brand values of “leadership, quality and craftsmanship”.

Taking the lead for 2018

The St-Rémy VSOP and XO bottle have also got a redesign for 2018 to create value and differentiation within the sector.

Rémy Cointreau CEO liqueurs and spirits division Jena-Denis Voin said: “The new designs in 2018 of the VSOP and XO support the St-Rémy strategy to continue to create value within the brandy market. This major design uplift aims to reinforce St-Rémy’s quality leadership and shelf standout, and moreover the opportunity to implement a full brand relaunch.

“St-Rémy is the leading genuine French Brandy, from soil to bottle, and the international gold standard of its category, enjoying presence in the five continents both in home and duty free markets.”

For the year ahead, St-Rémy is looking to strengthen its position in Europe and hopes the new visuals will help drive growth in its local and global markets.