In a still highly volatile economic and geopolitical environment, Rémy Cointreau has chosen an expansive and structured approach, announcing the launch of its "RC Forward" transformation plan. This project marks a turning point in the group's strategy and aims to relaunch growth and strengthen value creation over the medium term. After three years marked by macroeconomic pressures and complex market dynamics, the French premium spirits company intends to reduce its exposure to economic cycles, leveraging a brand portfolio considered among the most distinctive in the industry and leveraging greater operational discipline and a stronger performance culture.
The plan, promoted by CEO Franck Marilly and the entire Executive Committee, is structured around five strategic directions aimed at addressing both commercial leverage and internal efficiency, with the stated goal of sustainably improving profitability and generating new resources to reinvest in growth. Among the program's pillars is strengthening the distribution network, through refined route-to-market strategies to expand coverage and tap into untapped opportunities, coupled with a more advanced approach to Revenue Growth Management, aimed at optimizing pricing, formats, and promotions across all channels.
At the same time, the group intends to maximize the impact of advertising and promotion investments by improving the allocation of resources across brands and focusing efforts on initiatives with the highest returns in terms of desirability and perceived value. On the operational front, a structured review of both direct and indirect purchasing is planned to free up additional financial resources. Another area of focus is organizational simplification, with the goal of accelerating decision-making processes, clarifying responsibilities, and strengthening executive efficiency—elements deemed key to supporting a profound and lasting transformation.
The group will provide an initial update on the plan's progress when it publishes its annual results on June 4th, while a more detailed three-year value creation horizon will be outlined by the end of 2026, along with medium-term objectives. In parallel with the business plan, Rémy Cointreau also announces an evolution of its organizational structure, with the creation of a Steering Committee within the Executive Committee, composed of five key functions reporting directly to the CEO, with the aim of increasing agility and strategic coordination.
Among the key appointments, Luca Marotta assumes the role of Deputy CEO, maintaining oversight of finance, IT, and legal, while Ian McLernon becomes Chief Markets Officer with responsibility for all regions, including a new area dedicated to Emerging Markets, considered to have high growth potential. Operations and human resources functions will also remain central, entrusted to Mélanie Bulourde and Clarisse Petit, respectively, while the position of Chief Brands Officer will be defined at a later stage, with the CEO assuming this role temporarily.
The Executive Committee is also being expanded with the creation of a new Prestige division, dedicated to high-end brands such as LOUIS XIII, Telmont, and Maison Psyché. This division will be headed by Ludovic du Plessis, demonstrating the Group's commitment to strengthening its positioning in the premium segment. At the same time, the role of Chief Transformation Officer, assigned to Célia d'Everlange, will be introduced. Her role will be to lead the implementation of the RC Forward plan and ensure consistent execution of strategic initiatives.
To support the transformation, the group is establishing two cross-functional functions: an Innovation Lab, focused on analyzing consumer trends and identifying new growth opportunities, and an Executive Lab, designed to accelerate operational execution and the dissemination of key initiatives across the organization. With the RC Forward plan and strengthened governance, Rémy Cointreau is aiming for a turnaround phase based on greater discipline, speed of decision-making, and the ability to adapt in an increasingly competitive and selective global market.
