Brand Tone

Elegant & Sophisticated, Warm & Inviting, Authentic & Traditional, Modern & Versatile, Confident & Leading

Brand Values

• •Heritage & Tradition
• •Quality & Craftsmanship
• •Authenticity (100% French)
• •Versatility & Modernity
• •Conviviality & Shared Moments
• •Sustainability

Best Practices

• •Embrace "French Elegance": Consistently use language that evokes sophistication, quality, and the charm of French origin without being alienating. Words like "crafted," "harmonious," "elegant," "savoir-faire" can be effective.
• •Balance Tradition with Modernity: While highlighting heritage, ensure the copy also speaks to contemporary lifestyles and uses. Showcase versatility through cocktails and appeal to discovery.
• •Focus on Sensory Experience: Use evocative language to describe the aroma, taste, and mouthfeel of the brandy (e.g., "velvety," "notes of apricot and vanilla," "warm finish").
• •Inspire Connection: Frame the product as a companion for meaningful moments, whether they are celebratory, reflective, or social gatherings.
• •Maintain Authenticity: Consistently reinforce the "100% French" message and the core values of quality craftsmanship and heritage in all communications.

Social Perception

St-Rémy is generally perceived as a reputable and high-quality French brandy that offers good value for its price point. It's seen as smooth, palatable, and suitable for various drinking occasions, from sipping to mixing in cocktails. The brand holds a strong association with French origin and tradition, which lends it an air of authenticity and prestige. There's an ongoing effort by the brand to combat an "outdated" image sometimes associated with brandy, aiming to appeal to a younger demographic through modern expressions like "St-Rémy Signature" and a focus on cocktails. This is recognized in some marketing analyses. Consumers appreciate its aromatic profile, often noting fruity, vanilla, and oak notes.

Copy Examples

• •Since 1886, every drop of St-Rémy has whispered tales of French vineyards and meticulous craftsmanship. Discover the authentic taste of tradition, perfected for today. #StRemyBrandy #FrenchHeritage #SavoirFaire #Since1886
• •St-Rémy Signature: Boldly French, Crafted for Discovery. Double matured for a smooth, vibrant taste. Your new ritual starts here – neat, on ice, or in your signature cocktail. Explore the Unexpected.
• •Indulge in the rich complexity of St-Rémy XO. Aged to perfection, it unveils layers of ripe fruit, sweet spice, and delicate oak. A sophisticated embrace for moments that matter. Savour the legacy.
• •Craft Your Moment: The St-Rémy Sangria. Blend St-Rémy VSOP with fresh fruits and your favorite wine for an effortlessly elegant shareable delight. Perfect for sunny afternoons and cherished company. Cheers to connection!
• •Experience True French Elegance: A Journey with St-Rémy Brandy.