Leading French brandy St-Rémy has been relaunched with new packaging drawing on new-found details about its history.
New designs have been unveiled for the VSOP and XO expressions featuring a “walking lion” symbol, inspired by a heraldic lion found in the archives of the brandy producer which dates back to 1886.
The lion was chosen as a symbol of strength and protection and to reflect the brand’s position as the number-one French brandy globally excluding cognac and armagnac.
A fleur de lys tricolore pattern has been incorporated at the base of the front label, while new marketing visuals show the bottles surrounded by golden halos of light to emphasise the brand’s regal history associated with its namesake Saint Remegius, a bishop who baptised Clovis, the first King of France.
Jean-Denis Voin, CEO for the liqueurs and spirits division at brand owner Rémy Cointreau, said: “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.”
The brandy producer was originally established in the village of Machecoul in the Loire Valley by Paul-Emile Rémy Martin, leading to the launch of the St-Rémy brand in 1917. It is made with grapes from wine-growing regions such as Burgundy, Champagne, Rhône Valley, Languedoc-Roussillon, Loire Valley, Bordeaux and Beaujolais, under master blender Cécile Roudaut.