Rémy Martin
Premium French cognac brand known for Fine Champagne cognacs.
Last updated October 6, 2026
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Overview
Rémy Martin is a renowned cognac brand from the Cognac region of France, founded in 1724 and part of the Rémy Cointreau group. The brand specializes in Fine Champagne cognacs, known for its exquisite craftsmanship and exceptional quality. Its product range includes VSOP and XO expressions, favored by cognac enthusiasts and mixologists worldwide.
History
Rémy Martin traces its origins to 1724, when Rémy Martin, a Cognac-region winegrower, began trading cognac under his own name. The business remained connected to the Martin family after the founder’s death in 1773, passing to a grandson also named Rémy. In 1738, King Louis XV granted the house permission to plant new vines in recognition of its quality; that royal association later inspired the name of 1738 Accord Royal. During the nineteenth century, Paul-Émile Rémy Martin expanded the house and developed its international ambitions. The company moved beyond its European base toward the United States, Asia and Pacific markets. The centaur emblem, adopted around 1870, became the visual signature of the brand. It referenced Sagittarius, Paul-Émile’s zodiac sign, and eventually gave the house a distinctive identity in international markets. André Renaud became one of the defining figures of the twentieth-century house. A lawyer and merchant who had joined E. Rémy Martin & Co. as a partner in 1910, he assumed a leading role during the interwar period and later acquired the company in 1924. Under his direction, Rémy Martin developed a more recognizable modern portfolio and international commercial presence. The launch of VSOP Fine Champagne in 1927 was especially important: it established a blend based on Grande Champagne and Petite Champagne eaux-de-vie as a signature expression and helped make the brand widely recognized around the world. After the Second World War, André Hériard Dubreuil, André Renaud’s son-in-law, guided the house through another period of expansion. In 1965, following Renaud’s death, Hériard Dubreuil became president. He promoted closer cooperation with growers and helped create the Alliance Fine Champagne in the 1960s. The cooperative model supported Rémy Martin’s distinctive use of the two premier Cognac crus and helped secure supply for a house whose identity depended on Fine Champagne production. The company continued to develop its international business in the late twentieth century. In 1980, Rémy Martin entered a joint venture in China that created Dynasty, described in company histories as the first foreign wine maker and the second joint venture in China during the early reform-and-opening period. The house launched CLUB in 1986, an expression focused particularly on Asian consumers, and introduced XO in 1981 as a cellar-master-led blend of mature eaux-de-vie. Dominique Hériard Dubreuil became general manager in 1988 and president in 1990, extending the family’s leadership during a period when Rémy Martin was being integrated into a broader spirits group. In 1990, the Hériard Dubreuil and Cointreau family holding structures were combined to form the basis of Rémy Cointreau. Rémy Martin became the group’s principal cognac brand, while the group later built a wider portfolio of liqueurs, spirits, champagne and whisky. The house’s prestige position was reinforced by the continued development of Louis XIII, a separate ultra-premium cognac brand closely associated with Rémy Martin’s historic expertise and now managed within Rémy Cointreau’s prestige portfolio. The production philosophy remained centered on Fine Champagne. Rémy Martin cognacs are made from eaux-de-vie from Grande Champagne and Petite Champagne, with the appellation requiring at least 50 percent Grande Champagne. The house uses lees distillation in small copper stills, followed by maturation in Limousin oak. Blending is performed by the cellar master, who balances age, aromatic character, barrel influence and consistency with the house style. Cellar masters including André Renaud, André Giraud, Georges Clot, Pierrette Trichet and Baptiste Loiseau have represented successive generations of this expertise. Trichet became the first woman to serve as cellar master of a major cognac house in 2003, while Loiseau assumed the role in 2014 at age 34. Product development continued with 1738 Accord Royal in 1997, Rémy V in 2010, Tercet in 2019 and a series of limited, travel-retail and prestige editions. Rémy Martin V was notable because it was a clear eau-de-vie de vin rather than cognac: it used filtration instead of oak maturation to retain a transparent appearance. The product was later relaunched in 2026 as Rémy V, a white spirit distilled from French grapes. The house’s growth has also been shaped by changing market conditions. Premium cognac demand in China weakened during the 2010s as government austerity measures affected luxury gifting. Rémy Martin responded through portfolio management, digital commerce, regional activations, cocktail culture and greater emphasis on direct consumer engagement. In 2024, its 300th anniversary was marked by the “We Dream Forward” platform, a limited 300th Anniversary Coupe, the reopening of its historic Cognac house and international cultural and bartender programs. In 2025 and 2026, the brand broadened its recruitment agenda through African-market VS expansion, the My Call platform, a Lunar New Year collaboration with Xue Song and the launch of Rémy V. As of 2026, Rémy Martin remains an active international cognac house within Rémy Cointreau, balancing heritage-led luxury with new formats, markets and consumer experiences.
- 2026
Rémy V relaunched and new management appointed
[9]Rémy V returns as a modern white grape spirit, while Amaury Vinclet becomes General Manager of Rémy Martin.
- 2024
300th anniversary celebrated
[7]The house launches the We Dream Forward platform, releases the 300th Anniversary Coupe and reopens its historic Cognac house.
- 2019
Tercet launched
[5]Tercet introduces a Fine Champagne blend emphasizing fresh tropical and aromatic characteristics.
- 2014
Baptiste Loiseau becomes cellar master
[5]Baptiste Loiseau succeeds Pierrette Trichet as cellar master.
- 2010
Rémy V introduced in the United States
[1]The house introduces a clear grape-based eau-de-vie that is not legally cognac.
- 2007
Estates receive Agriculture Raisonnée certification
[5]Rémy Martin’s estates receive certification recognizing more responsible agricultural practices.
- 2003
Pierrette Trichet becomes cellar master
[5]Pierrette Trichet becomes the first woman appointed cellar master of a major cognac house.
- 1997
1738 Accord Royal launched
[2]The expression is introduced in reference to the royal privilege granted in 1738.
- 1990
Rémy Cointreau formed
[4]The Hériard Dubreuil and Cointreau family holding structures are combined, creating the foundation of Rémy Cointreau.
- 1986
Rémy Martin CLUB launched
[1]CLUB is introduced, becoming especially important in Asian markets.
Products and positioning
Premium and luxury
Cognac
Rémy Martin VS
The entry-level cognac expression in the current international collection. Rémy Martin positions VS as a younger, accessible Fine Champagne cognac suitable for sipping, mixing and long drinks. The range supports recruitment of newer cognac consumers and is particularly relevant in markets where younger grades account for much of category volume.
Cognac Fine Champagne · 1927
Rémy Martin VSOP
Introduced in 1927, VSOP is one of Rémy Martin’s defining products and is built around the house’s Fine Champagne identity. It combines eaux-de-vie from Grande Champagne and Petite Champagne and is marketed as a balance between aromatic intensity, fruit character and elegance. The frosted bottle design introduced in 1972 became a recognizable part of the brand’s visual language.
Cognac Fine Champagne · 1997
Rémy Martin 1738 Accord Royal
Launched in 1997, 1738 Accord Royal takes its name from the royal privilege granted to Rémy Martin by Louis XV in 1738. The expression is positioned between the core VSOP and more mature XO offerings, with a rounded, mellow and oak-influenced profile. It has become an important product for sipping, gifting and cocktail-led occasions.
Cognac · 1986
Rémy Martin CLUB
CLUB was created in 1986 and became especially associated with Asian markets, notably China. Its octagonal bottle and richer, multi-layered blend distinguish it from the standard VSOP presentation. In 2015, the brand introduced a connected CLUB bottle using NFC technology and security features designed to support authentication and consumer interaction.
Cognac Fine Champagne · 1981
Rémy Martin XO
Created in 1981, XO is a signature mature blend associated with the cellar master. Rémy Martin describes the current expression as combining hundreds of eaux-de-vie from the Fine Champagne terroir. Its positioning emphasizes complexity, richness and special-occasion consumption, making it one of the house’s principal premium and luxury products.
Cognac Fine Champagne · 2019
Rémy Martin Tercet
Tercet was launched in 2019 as a Fine Champagne cognac developed by a collaborative team rather than presented solely as a conventional age-grade product. It highlights fresh tropical and aromatic notes and was intended to reveal a less familiar facet of the house’s terroir and blending capabilities.
Prestige cognac
Rémy Martin Carte Blanche à Baptiste Loiseau
Carte Blanche à Baptiste Loiseau is a single-barrel selection created by cellar master Baptiste Loiseau. The blend uses eaux-de-vie aged for at least twenty years and presents a more individualized interpretation of the house style than the core permanent range. It is aimed at collectors and consumers interested in cellar-master expression.
Prestige cognac
Rémy Martin Centaure de Diamant
Centaure de Diamant is a high-end blend made from a narrowly selected portion of the finest eaux-de-vie available to the house. The product uses the centaur emblem and is positioned above the standard core range through its rarity, presentation and concentration on mature, high-quality Fine Champagne spirits.
Travel retail cognac
Rémy Martin Cellar Master Selection
The Cellar Master Selection range includes editions such as Cellar 16 and Cellar 28, selected for duty-free and travel-retail channels. These releases emphasize the distinct characteristics of particular maturation cellars and provide a channel-specific way to showcase the cellar master’s role in selecting and presenting unusual blends.
Limited-edition prestige cognac · 2024
Rémy Martin 300th Anniversary Coupe
Created for the house’s 300th anniversary in 2024, the Coupe uses a perpetual-reserve concept in which eaux-de-vie from earlier anniversary coupes enrich later blends. The release was limited to 6,724 numbered bottles worldwide and was presented as a symbolic act of transmission from past cellar masters to future generations.
White grape spirit · 2010
Rémy V
Rémy V is a clear spirit distilled from French grapes. The original United States release appeared in 2010 and used filtration rather than oak maturation, meaning it was not cognac. The product was relaunched in 2026 as a modern white spirit aimed at consumers seeking a fresh, transparent and more contemporary alternative to aged brown spirits.
Prestige cognac brand within Rémy Cointreau
Louis XIII
Louis XIII is a separate prestige brand within Rémy Cointreau but is historically and commercially associated with the Rémy Martin house. Its blends use very old Grande Champagne eaux-de-vie matured for several decades, commonly described as ranging from approximately forty to eighty years. The brand is presented through highly elaborate decanters, hospitality experiences and collector-oriented releases.
Controversies
Marketing campaigns
- 2026My Call
Worldwide
My Call is a global platform presenting modern success as personal, self-defined and expressed through individual choices rather than a single conventional status model.
Outcome. The campaign broadened the brand’s contemporary cultural positioning while retaining its premium celebration credentials.
- 2026It’s V You
United States
The launch campaign for the relaunched Rémy V partnered with creator Tefi Pessoa and focused on confidence, individuality and expressive consumption.
Outcome. The campaign supported Rémy V’s role as a recruitment product for consumers who may not begin with traditional aged cognac.
- 2026Xue Song Lunar New Year collaboration
China · Asia
Artist Xue Song created centaur-inspired artwork for Lunar New Year editions of Rémy Martin XO, CLUB and VSOP, combining Chinese visual references with the house emblem.
Outcome. The collaboration reinforced Rémy Martin’s Asian gifting presence and connected the brand’s heritage symbol with the Year of the Horse.
- 2025Rémy Martin and Blossoms Shanghai visibility program
China
Rémy Martin XO worked with the acclaimed Chinese series Blossoms Shanghai to reinforce visibility and gifting relevance in China, where the luxury market remained challenging.
Outcome. The initiative supported brand salience and premium gifting positioning in a strategically important market.
- 2025Africa VS rollout
South Africa · Nigeria · Africa
Rémy Martin prepared a strategic expansion of VS in Africa, with South Africa and Nigeria identified as initial launch markets. The initiative targeted younger legal-drinking-age consumers and markets where VS represents a large share of cognac consumption.
Outcome. Early trade feedback was described as positive and the rollout was intended to diversify the brand’s geographic growth beyond its traditional United States and China focus.
- 2024We Dream Forward 300th anniversary
Worldwide
The 300th anniversary platform connected the house’s 1724 origins with future-facing ideas about craftsmanship, sustainability, innovation and the transmission of expertise. It included global events, bartender programs, visitor experiences, limited packaging and the 300th Anniversary Coupe.
Outcome. The anniversary created a worldwide heritage and hospitality program and helped reposition the brand’s history as a platform for future growth.
- 2024Rémy Martin Bartender Talent Academy
Worldwide
As part of the tricentennial program, the house used bartender education and competition to connect its cognac heritage with contemporary mixology and bar culture.
Outcome. The program strengthened trade engagement and supported the brand’s cocktail credentials during its anniversary year.
- 2013Robin Thicke VSOP limited edition
United States · International
Rémy Martin partnered with singer and producer Robin Thicke to launch a limited-edition VSOP presentation, using music culture to broaden the relevance of the core product.
Outcome. The activation supported the brand’s use of entertainment partnerships and celebrity-led cultural marketing.
- 2008David LaChapelle bottle design
International
Rémy Martin collaborated with photographer and director David LaChapelle on a special bottle design, linking the cognac house to contemporary visual culture and limited-edition luxury packaging.
Outcome. The collaboration extended the brand’s artist-partnership strategy and reinforced its positioning at the intersection of spirits, fashion and creative direction.
Brand decisions
2026
Relaunch Rémy VProduct launchBackground
The house sought to reach consumers interested in clear, contemporary spirits and forms of self-expression beyond traditional aged cognac.
Action taken
Rémy Martin relaunched Rémy V as a clear spirit distilled from 100 percent French grapes and supported it with the It’s V You campaign.
Aftermath
Rémy V broadened the house’s product architecture beyond legally defined cognac while retaining a connection to French grape distillation.
2025
Prioritize Africa as an incremental growth regionStrategyBackground
Rémy Cointreau identified Africa as a promising region in which VS represents a substantial share of cognac consumption and where the brand could recruit younger consumers.
Action taken
Rémy Martin prepared a VS rollout beginning with South Africa and Nigeria, supported by market preparation and trade activation.
Aftermath
The initiative expanded the brand’s geographic growth agenda beyond its traditional United States and China concentration.
2024
Release the 300th Anniversary CoupeProduct launchBackground
The house wanted its tricentennial product to express continuity across generations of cellar masters rather than simply reproduce an existing blend.
Action taken
Baptiste Loiseau created a limited blend using a perpetual-reserve concept and released 6,724 numbered bottles worldwide.
Aftermath
The Coupe became the central product symbol of the 300th anniversary and a collector-oriented expression of the house’s transmission narrative.
2015
Launch the CLUB Connected BottleProduct launchBackground
Counterfeit risk and the need for digital consumer interaction were important issues for premium spirits sold in China.
Action taken
Rémy Martin introduced an NFC-enabled CLUB bottle with security and authentication features linked to a digital experience.
Aftermath
The bottle became an example of technology being used to protect premium packaging and connect physical products with mobile engagement.
1990
Combine family holding structures to form Rémy CointreauM&ABackground
The Hériard Dubreuil and Cointreau families controlled complementary French wines-and-spirits businesses and pursued a broader group structure.
Action taken
Their holding companies were combined, creating the foundation of Rémy Cointreau and placing Rémy Martin within a diversified international spirits group.
Aftermath
Rémy Martin became the group’s principal cognac house while Rémy Cointreau expanded into additional categories and markets.
1980
Enter China through the Dynasty joint ventureM&ABackground
Rémy Martin sought an early foothold in China during the country’s reform-and-opening period and entered a joint venture connected with the Dynasty brand.
Action taken
The company participated in the creation of Dynasty Wine Ltd, expanding beyond imported cognac into a locally based wine venture.
Aftermath
The venture gave Rémy Martin an early strategic presence in China and became part of the broader history of its Asian market development.
Recent events
Rémy Martin sues over Branson Cognac bottle design[15]
Reported:
Rémy Martin sued over Branson Cognac in Manhattan federal court. The complaint alleges that Branson's bottle design infringes Rémy Martin's patent rights relating to its XO Cognac bottle design.
JD.com launches Online-Clubbing live-commerce campaign[16]
Reported:
JD.com launched its Online-Clubbing live-commerce campaign with Taihe Music Group and multiple drinks companies, combining live music shows with drink sales on its platform.
Sources16 sources
- 1Rémy Martin — Wikipediaen.wikipedia.org
- 2Rémy Martin official historyremymartin.com
- 3Rémy Martin official collectionremymartin.com
- 4Rémy Cointreau group historyremy-cointreau.com
- 5Rémy Cointreau 2023–2024 Universal Registration Documentremy-cointreau.com
- 6Rémy Cointreau 2024–2025 annual report market trendsrapport-annuel.remy-cointreau.com
- 7Rémy Martin 300th anniversary programnews.remy-cointreau.com
- 8Rémy Martin 300th Anniversary Couperemymartin.com
- 9Rémy Cointreau organizational evolution and Amaury Vinclet appointmentnews.remy-cointreau.com
- 10Rémy V launch announcementremymartin.com
- 11Xue Song Lunar New Year collaborationremymartin.com
- 12Robert Doisneau and Rémy Martin exhibitionremymartin.com
- 13Africa VS rolloutremy-cointreau.com
- 14My Callremymartin.com
- 15Rémy Martin sues over Branson Cognac bottle designiol.co.za
- 16京东推出“线上蹦迪”直播电商活动thedrinksbusiness.com
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