Rémy Martin to make Super Bowl debut following uptick in cognac consumption

Though Rémy Martin will make its debut this year, its parent company Rémy Cointreau has invested more in the world of sporting – and the Super Bowl specifically – in recent years.

Last year, the company purchased a 30-second spot for its gin brand The Botanist that aired in 17 different markets. The year prior, the company’s namesake French liqueur Rémy Cointreau dazzled in a debut 30-second Super Bowl spot that reached 15 markets.

This year marks Rémy Cointreau’s departure from regional Super Bowl spots and its entry to the national stage. Alongside the French brand will be a handful of other top names in the alcohol category. Molson Coors and Diageo-owned Crown Royal have reportedly been confirmed.

“This national campaign reinforces our continued investment in having our brands show up during one of the biggest sports moments of the year and is a major milestone in the growth of Rémy Martin,” said Nicolas Beckers, the CEO of Rémy Cointreau Americas, in a statement.

The hurdles are only getting higher

This year, the barriers to entry are higher than ever, with host network Fox charging as much as $7m for a 30-second spot.

Despite the steep price tag, it’s an especially promising moment for Rémy Cointreau to seize. The company has seen explosive growth in recent months; sales during the first half of the 2022-2023 fiscal year jumped more than 21%. A large portion of the company’s recent success has been generated by growth in the Americas market. And one of the biggest drivers has been the steadily rising popularity of cognac – Rémy Cointreau’s cognac division grew 22.4% in the first quarter of last year, with Rémy Martin leading the charge.

To capitalize on the growing appetite for cognac, Rémy Martin deployed a range of creative marketing activities last year, including TV ads and a collaboration with R&B star Usher that included the launch of its first branded NFT.

The cognac brand – alongside Cointreau, The Botanist, Louis XIII and Bruichladdich – are what Rémy Cointreau has dubbed “global priority brands.” The company sees the marketing and sales of these spirits in international markets as key to unlocking further global growth.

Though specifics of the forthcoming ad remain under wraps, it was created in partnership with independent agency Fred & Farid and is slated for the first quarter of the game, according to a report by Variety.

“As a nearly 300-year-old brand, Rémy Martin is constantly evolving to celebrate collective success and a passionate commitment towards excellence,” Beckers said in a statement about the spot.