February 9 2024  |  Spirits & Tobacco

Rémy Martin opens 300-year anniversary celebrations with limited-edition XO Dragon launch

By Hibah Noor

Rémy Cointreau Global Travel Retail starts 300thanniversary celebrations with a limited-edition Rémy Martin XO Dragon

Rémy Cointreau Global Travel Retail has launched a year-long celebration as the House of Rémy Martin commemorates its 300-year anniversary.

To mark its tricentenary, it will connect past, present and future with a year of special activities around the theme ‘We Dream Forward’.

The festivities have begun with its New Year campaign which has rolled out to select airports globally. Born under the sign of the Dragon in 1724, Rémy Martin welcomes the mythical creature’s return with the introduction of the XO Dragon limited-edition, the first of a special tricentenary collection.

Marie-Amélie de Leusse, Chairwoman of the Rémy Cointreau Group said, “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.”

The exclusive Rémy Martin’s XO Dragon offer will be available over the festive Lunar New Year period. Its launch will be followed by the release of further limited editions and activations throughout 2024.

Radiating opulence, the limited edition Rémy Martin XO decanter takes festive inspiration from the reunion of the mystical Centaur and Dragon. Its bold and mystical design features gold and red elements, embellished with multicolored royal dragon scales. The bottles have Chinese New Year labels, neck collars and are packaged in gift boxes.

Rémy Martin XO is described as the signature of the House’s Cellar Master, who blends hundreds of eaux-de-vie. His art of blending allows the expression of the full aromatic complexity of this XO Cognac Fine Champagne. The XO limited edition is available at select retailers at the recommended retail price of US$230.

The launch of the Chinese New Year limited edition will be accompanied by a series of eye-catching worldwide airport activations, including Hong Kong, Macao, Taiwan, Singapore, Dubai, Frankfurt, Istanbul and Paris Charles de Gaulle. Festivities extend to out-of-home advertising, with 3D advertisements, across various locations. Digital elements include advertising campaigns in Hong Kong and Singapore which target traveling clients pre-trip through various online touch points, thus driving awareness and encouraging them to visit onsite activations.

This holistic approach is said to bring to life Rémy Cointreau Global Travel Retail’s vision of creating an exceptional journey for every traveling client, from pre-trip to on-trip.

The limited-edition Rémy Martin XO Dragon claims a bold presence with Dubai Duty Free

Fida BOU CHABKE, CEO, Global Travel Retail, Rémy Cointreau, 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 honoring its storied heritage while embracing renewal and celebration.”

To mark the milestone anniversary celebrations will take place throughout the year, with highlights including the reopening of the historical House of Rémy Martin, in Cognac, France. In selected airports worldwide, the House will take cognac lovers on a journey through time via the Rémy Martin Dream Forward Expedition from Spring 2024.

REGION International
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