Rémy Cointreau launches “RC Forward” transformation plan
Rémy Cointreau unveils a three-year transformation strategy and leadership overhaul aimed at boosting profitability, strengthening operations, and accelerating growth across global markets.
FRANCE – Rémy Cointreau has unveiled a three-year transformation plan alongside significant leadership changes as the French spirits group seeks to revive sales growth and improve profitability.
The initiative, named “RC Forward,” will be led by CEO Franck Marilly, who took over the role in June 2025. The plan is designed to strengthen the company’s performance and reduce its exposure to macroeconomic volatility following a period of pressure on sales and earnings.
Marilly said the strategy is focused on long-term value creation. “RC Forward aims to give us the means to generate our own value creation momentum and thus become less dependent on macroeconomic cycles,” he said.
“It also seeks to strengthen the entrepreneurial and conquering mindset of our teams, building on the group’s culture while instilling greater discipline, rigor and performance focus. Our ambition is clear: to sustainably improve profitability in order to generate additional resources to reinvest in growth,” Marilly added.
As part of the plan, Rémy Cointreau will focus on five strategic levers. These include reviewing its distribution network to expand reach and capture untapped growth opportunities, implementing enhanced revenue growth management, maximizing the impact of advertising and promotional investments, optimizing procurement, and simplifying operations to accelerate execution.
The company said simplification efforts would involve evolving the organization, clarifying responsibilities, streamlining decision-making processes, and strengthening its performance culture.
In parallel, Rémy Cointreau has restructured its leadership team to improve efficiency and agility. A new steering committee has been established within the executive team and will report directly to Marilly.
Célia d’Everlange, currently head of financial communications, has been appointed chief transformation officer and will join the executive committee for the duration of the plan.
Luca Marotta, formerly chief financial officer, has been named deputy CEO while continuing to oversee finance, IT, and legal functions.
Ian McLernon has been appointed chief markets officer, taking responsibility for all regions, including a newly created emerging markets unit. He previously led operations across EMEA, Asia-Pacific, and travel retail.
Other members of the steering committee include Mélanie Bulourde, now group chief operations and CSR officer, and Clarisse Petit, group chief human resources officer. The company said a group chief brands officer will be appointed at a later stage, with Marilly assuming the role in the interim.
The expanded executive committee will include the steering committee members alongside additional senior leaders, including Rémy Martin general manager Amaury Vinclet and Elisabeth Tona, CEO of the Liqueurs & Spirits division.
Rémy Cointreau said it will provide further updates on the progress of the RC Forward strategy when it releases its full-year results on June 4, including its three-year value creation targets.
The company reported a 2.8% increase in organic sales in the third quarter ended December, while sales for the first nine months of the financial year declined 6.6% to €735.4 million.
For the full year, it expects organic sales to range from flat to low single-digit growth.
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