Rémy Cointreau deepens emotional connections through city-inspired limited editions

Alice Hoffmann, Global Travel Retail Marketing Director at Rémy Cointreau
Rémy Cointreau is strengthening its position in travel retail by weaving sense-of-place storytelling into strategic activations across its premium spirits portfolio. The company’s latest initiative centers on the Cointreau Cocktail Cities Collection, a limited edition series launched in 2025 that connects travelers with iconic cocktails in six major destinations.
“Sense of place is very important. We have seen in the trends that travelers are looking for unique gifting that serves as a memory of their trip,” says Alice Hoffmann, Global Travel Retail Marketing Director at Rémy Cointreau. “At the same time, each of our products must reflect the terroir and savoir-faire of our Maison.”

The interactive Cointreau Cocktail Cities Limited Edition Collection activation in Sydney, where initial stock sold out in just three days
Cointreau’s classic cocktails
The Cointreau Cocktail Cities Collection features bottles dedicated to Sydney, Melbourne, Dubai, Paris, London and Singapore, with each edition celebrating classic cocktails tied to these destinations. The Sydney and Melbourne editions highlight the Margarita, reflecting its status as Australia’s number one cocktail. Dubai showcases the Cosmopolitan; Singapore the Singapore Sling; Paris the Mimosa and London the Sidecar.
“We want to really celebrate classic cocktails linked to the story of each city,” shares Hoffmann. “Cointreau is part of more than 500 cocktail recipes. Obviously, you need to have a Cointreau in your cabinet if you want to make them,” she adds.

Six destinations, six “sense of place” bottles, six classic cocktails: The Cointreau Cocktail Cities Limited Edition Collection features the Mimosa (Paris), Cosmopolitan (Dubai), Singapore Sling (Singapore), Sidecar (London), and Margarita (Sydney, Melbourne)
The rollout strategy began in Sydney, followed by Melbourne, with other cities launching throughout the summer. Consumer response has exceeded expectations, with initial stock selling out within three days at the Sydney location. To increase engagement, the company has created experiential activations including interactive games where travelers can learn about Cointreau’s story alongside cocktail histories. Hoffman describes modern cocktail culture as vibrant and locally driven.
Additional releases
Beyond the Cointreau Collection, Rémy Cointreau has unveiled several high-profile releases for 2025. The company recently launched a limited edition Rémy Martin XO decanter designed by artist Anish Kapoor. The rollout includes immersive activations at West Kowloon High Speed Rail Link station in partnership with Avolta, Hong Kong International Airport with China Duty Free Group, and upcoming activations at London Heathrow, Zayed International and Paris Charles de Gaulle.

Renowned sculptor Anish Kapoor drew on personal family memories with Rémy Martin to create his limited edition XO decanter design
Kapoor’s connection to the brand stems from his family history with Rémy Martin. “He has some personal memories with his father and Rémy Martin, so he designed a very special bottle, completely different from the classic,” Hoffmann explains. “It’s really beautiful.”
The Bruichladdich portfolio has expanded with a 16-year-old expression made from 100% organic barley, positioned as a travel retail exclusive. “We’re really happy because we have good visibility for the brand,” Hoffmann says. Additional releases are planned for November, though details remain confidential until TFWA WE in Cannes.

Kapoor’s reimagined Rémy Martin XO transforms the classic decanter into an artistic masterpiece, complete with bespoke presentation and glassware
Seasonal activations form another pillar of the company’s 2025 strategy. Mid-Autumn Festival editions are planned for Rémy Martin, while Chinese New Year 2026 holds special significance. “The emblem of Rémy Martin is the centaur and [2026] is going to be the Year of the Horse. So, for us, that’s going to be really big,” she notes.
Use less, use better
Sustainability initiatives reflect the company’s “Use Less, Use Better” philosophy, particularly evident in Bruichladdich’s B Corp certification. “The philosophy is really to reduce impact on all operations from sustainable sourcing to lightweight packaging,” Hoffmann states. This approach encompasses circular design principles and water conservation efforts. A pilot refill program for Cointreau is underway in the United Kingdom through a partnership with ecoSPIRITS.

Bruichladdich’s 16-year-old single malt, crafted from 100% organic barley, joins the distillery’s expanding travel retail exclusive portfolio
Alongside Rémy Martin XO and its expanded Bruichladdich range, the company’s current priorities center on what Hoffman calls “the jewel of the company” — Louis XIII Cognac. The whisky portfolio now includes expressions from 8 to 21 years old, including both peated and unpeated options. Hoffmann acknowledges the company leads in Asia Pacific specifically among the peated category.

Louis XIII Cognac maintains its position as “the jewel of the company” with premium travel retail presentations