300 year anniversary of Rémy Martin: Focusing on the future

During his time in Toronto for the 300 year anniversary of Rémy Martin event, I had the chance to speak with Florian Hériard Dubreuil, former ambassador for the Maison Rémy Martin and currently Territory Manager in the Latin America and Caribbean team at Rémy Cointreau (the group is also composed of Bruichladdich, Octomore, The Botanist and Louis XIII to name a few) . Hériard Dubreuil is part of the fourth generation of the Rémy Martin family, descending from André Renaud, who partnered with Paul-Émile Rémy-Martin II in 1910 and took over as president of the group 14 years later.

Rémy Martin in 2024

As recent years and inflation have taken their toll on most industries, I wanted to know how Rémy Martin was faring in 2024. “After three years of strong growth, 2024/2025 is looking to be a year of transition/consolidation; we’re celebrating our 300th anniversary. It’s a huge year that we’ve all been eagerly awaiting. The company has been talking about this milestone for at least 50 years. It’s an important year for us, and we’re very excited, coming off record years. It’s truly an exhilarating time for the group,” the descendant of the cognac giant explains.

The various celebrations of the 300 year anniversary of Rémy Martin

Accordingly, Mr. Hériard Dubreuil points out that many things are already underway to celebrate this milestone. Notably, the headquarters in Cognac reopened to the public at the the end of May. This historic site is now set to welcome clients and host events. “It’s a significant place; it’s Rémy Martin’s historic headquarters. We moved our offices outside the city five years ago, then underwent 3 years of renovation and now we’re thrilled to showcase our history, what we’re doing today, and our innovations. I haven’t had the chance to see the finished product yet, as I’ve been based in North America for overthree years, but I’m looking forward to visiting in June,” adds Hériard Dubreuil, who resides in Miami, where Rémy Cointreau Latin America and Caribbean headquarters are located.

“In the markets, we’ve launched a Rémy Martin 300th Anniversary Blend, and Canada will receive about 60 bottles out of the 6,724 produced for this limited edition. To create this nectar, we used our major blends, what we call the Perpetual Reserve, a special creative process where each cellar Master sets aside part of their Anniversary Coupe for the next generation. We used part of this Reserve which was based on the 290th anniversary one, that was made from the 275th one, which was itself created on the reserve used from the 250th, and our current Cellar Master, Baptiste Loiseau, drew from it and combined it with new eaux-de-vie to create this collector’s edition. For this grand celebration, we also created a limited edition packaging featuring the centaur’s javelin and additional stripes on our classic range—VSOP, 1738, and XO. As for events, we’ve had activations in the U.S. in January, in China in February, in Canada in April, in Mexico in June, and several other cities are in our sights until the end of the year. These are wonderful opportunities to look back on the years that have passed but also to look forward to many exciting projects,” details the manager.

Given this forward-looking approach, I wanted to know what motivated the company to undertake these changes within the group. “We are in a perpetual quest for excellence. We always strive to do our best, which continually requires self-assessment. We can’t rest on 300 good years and assume the future will take care of itself. We must innovate because markets and customers evolve. We work with nature, and each year, seasons differ, climates vary, so it’s important to adapt. Then, through our blends, we aim to consistently recreate the aromas and consistency of our products, like the VSOP or XO, to ensure they remain the same year after year. It’s a daily task,” Hériard Dubreuil explains.

The 300 Year Anniversary Coupe 

He further elaborates on what the 300^th Anniversary Blend represents. “This cognac is an excellent example of marrying the old with the new. In the past, we had limited editions named Carte Blanche by our Cellar Master, Baptiste Loiseau, where he selected eaux-de-vie that paid homage to the past with a fresh perspective. We also launched Tercet, a new product in our permanent range, available in some Canadian provinces. It’s a very different profile from the House’s cognacs, positioned between 1738 and XO, yet distinctly different from both. It embodies the taste and vision of our Cellar Master. We’re talking notes of freshness, lychee, and passion fruit—both exotic and elegant. Featuring a simple and refined bottle, this product is also higher in alcohol at 42%, while the range is usually at 40%. It was launched just over four years ago,” the manager notes.

Additionally, the company launched a bottle generated by AI technology, featuring a melodic description of Rémy Martin 1738 Accord Royal’s taste by R’n’B artist Usher. The 25 bottles sold out in seconds as non-fungible tokens (NFTs) on BlockBar. With this success, Hériard Dubreuil confirms that the company is open to exploring these avenues in the future. He adds another point on Rémy Martin’s innovation: team members always seek to improve their environmental and societal impacts. Gradually, they aim to reduce the amount of packaging materials. There’s no longer a box for the VSOP, and the metal box for 1738 is being phased out, reserved only for high-end and limited editions. The company also uses as little glass as possible to create lighter bottles. This impact reduction is truly a driving force for the House and the entire Rémy Cointreau Group.

As the brand celebrates its tricentennial, balancing innovation with preserving its commercial and familial heritage can be challenging. Hériard Dubreuil tells us that he is the fourth grandson of André Renaud, who partnered with the fifth generation Rémy Martin descendant, Paul-Émile Rémy Martin II. His family developed the House and joined forces with the Cointreau family in 1990 to form the Rémy Cointreau Group.

“What’s interesting is knowing our history well to stay aligned with what’s been done. It’s an endless quest, if I may say so. We strive for perfection and always come close. It’s an ideal that propels us forward, encouraging us to do our best and try new things like those mentioned earlier. Reproducing exactly the same products as in the past, with different eaux-de-vie from distinct vintages, represents an infinite quest,” the Rémy Martin descendant specifies.

300 year anniversary of Rémy Martin: Innovating Without Forgetting Legacy

“Looking 20, 30, or 50 years into the future in the Cognac region, it may be warmer, drier, and we will need to adapt by adjusting the vine size to leave more foliage, reducing grape exposure to the sun. We’re also experimenting with new grape varieties to see if they mature later, but this is long-term work. We must make wine, distill it, age it, and see the results, spanning over a decade at least. We do this for the House, but also for the region and appellation, sharing our findings to continue producing cognac.

I must add that Rémy Martin isn’t just our story; it’s also the story of 800 other families we work with. It’s like a private cooperative where these partners are truly part of our journey. This cooperative, the Alliance Fine Champagne, has existed for almost 60 years, representing best of the Petite and Grande Champagne, the two most prestigious crus of Cognac with a very innovative idea back then but still relevant today: in order to succeed we have to succeed together,” Hériard Dubreuil completes.

Finally, I asked our guest to reveal his favourite product and the one he recommends to enthusiasts. “If you have the chance to taste the 300^th Anniversary Blend, which I recently did, it’s a delight. It’s an elegant and complex cognac crafted for great spirit lovers. Otherwise, there’s the XO, which will surely please with its complex blend. It’s rich and should be savoured slowly, it’s more traditional and aptly represents the House. I recommend it after a meal, in the evening, or even as an aperitif with aged Parmesan—it’s a fascinating pairing. Whether enjoyed neat or on the rocks, the XO will add a festive touch to your summer,” concludes the Rémy Martin founder’s descendant.

Thank you Florian, and happy 300 year anniversary!

Visit the website to learn more