PARIS – In a decisive move to fortify its global footprint and capitalize on high-growth territories, French spirits giant Rémy Cointreau has announced the appointment of Grégory Leymarie as the Global Managing Director of Emerging Markets. This newly created executive position, effective from September 1, 2024, signals a significant pivot in the company’s long-term strategy as it seeks to diversify its revenue streams beyond the traditionally dominant North American and Chinese markets.

Leymarie, the former CEO of Pernod Ricard Africa, brings over two decades of high-level experience in the wines and spirits sector. Based in the strategic hub of Dubai, he will be tasked with overseeing a vast and diverse portfolio of regions, including Africa, the Middle East, India (AMEI), the Commonwealth of Independent States (CIS), Latin America, the Caribbean, and various Asian territories.

Main Facts: A New Pillar in the Corporate Hierarchy

The creation of the Global Managing Director of Emerging Markets role reflects Rémy Cointreau’s recognition that the "next billion consumers" reside in regions currently undergoing rapid urbanization and middle-class expansion. Leymarie’s mandate is clear: to accelerate the group’s growth strategy and drive brand equity in markets that have historically been viewed as secondary but are now becoming central to the spirits industry’s global value chain.

The appointment comes at a critical juncture for the Paris-headquartered firm. As the spirits industry faces headwinds in mature markets due to shifting consumer habits and inflationary pressures, Rémy Cointreau is doubling down on "premiumization"—the strategy of selling higher-value, luxury spirits—within emerging economies. Leymarie will report directly to the group’s executive leadership, ensuring that the specific needs and nuances of these diverse regions are represented at the highest levels of corporate decision-making.

The geographic scope of Leymarie’s role is immense. From the burgeoning whisky and cognac markets in India to the resilient luxury sectors in the Gulf States and the untapped potential of Sub-Saharan Africa, the new Managing Director will be responsible for tailoring the group’s "Value over Volume" strategy to fit local cultural and economic landscapes.

Chronology: The Evolution of a Spirits Powerhouse Executive

Grégory Leymarie’s career trajectory illustrates a deep-seated expertise in navigating complex, volatile, and high-reward markets. His appointment is not merely a lateral move within the industry but the culmination of a career spent at the intersection of heritage brands and emerging consumer bases.

The Pernod Ricard Years (2010–2022)

Leymarie spent 12 years at Pernod Ricard, one of Rémy Cointreau’s primary competitors. During this tenure, he held various leadership roles, most notably serving as the CEO of the group’s African business for nearly four years. Under his leadership, Pernod Ricard expanded its distribution networks across the continent, tapping into the rising demand for international spirits in nations like Nigeria, Kenya, and Ghana. His ability to manage the logistical and regulatory complexities of the African market is cited as a primary reason for his selection by Rémy Cointreau.

Entrepreneurial and Regional Ventures

Prior to his executive roles at Pernod Ricard, Leymarie served as the AMEI (Africa, Middle East, and India) Regional Director at DGB, a leading South African wine and spirit producer. This role provided him with foundational knowledge of the Indian subcontinent and the Middle Eastern hospitality sector.

Beyond corporate management, Leymarie has demonstrated an entrepreneurial spirit as the co-founder of Domaine de la Part des Anges in Saint-Émilion. This venture into the heart of French winemaking provided him with a "soil-to-glass" understanding of the industry, which aligns with Rémy Cointreau’s own focus on terroir and artisanal craftsmanship.

Recent Leadership at Groupe Thunevin

Since October 2022, Leymarie has served as the Managing Director of Groupe Thunevin Wines. His time there was marked by a focus on high-end Bordeaux wines, further refining his expertise in the luxury segment of the market—an expertise that will be vital as he promotes Rémy Cointreau’s ultra-premium brands like Louis XIII Cognac and Bruichladdich Scotch whisky.

Supporting Data: Financial Context and Market Performance

The timing of Leymarie’s appointment is intrinsically linked to Rémy Cointreau’s recent financial disclosures. The group recently kicked off its 2024/25 (noted in industry cycles as the 2026/27 financial roadmap) fiscal year with a modest but symbolic growth of 1.3% in the first quarter (Q1).

While the 1.3% figure may seem conservative, a deeper dive into the regional data reveals why a dedicated Emerging Markets lead was necessary:

• EMEA Resilience: The Europe, Middle East, and Africa (EMEA) region delivered Q1 growth in the low-to-mid-single-digit range. Notably, South Africa and the United Kingdom were the primary engines of this growth, proving that even in periods of global economic uncertainty, high-end spirits maintain a loyal consumer base in these regions.
• The "Rest of Asia" Surge: While the Chinese market remains a significant focus, Rémy Cointreau reported double-digit sales growth in the "Rest of Asia" category. This includes Southeast Asian nations and India, where a young, affluent demographic is increasingly trading up from local spirits to international brands.
• The Cognac Factor: Cognac remains the crown jewel of the Rémy Cointreau portfolio. In Q1, the Cognac division showed signs of recovery and stabilization, particularly in markets outside of the United States. The strategic goal for Leymarie will be to ensure that Cognac—and specifically Rémy Martin—becomes the aspirational choice for the emerging middle classes in Latin America and India.

Official Responses: A Shared Vision for Growth

The leadership at Rémy Cointreau has expressed high confidence in Leymarie’s ability to transform the "Emerging Markets" division from a collection of territories into a unified growth engine.

Ian McLernon, Rémy Cointreau’s Group Chief Markets Officer, emphasized the strategic necessity of the new role:

“Emerging markets offer a fantastic growth potential, and it is a strategic area of focus for the group. Grégory’s strong credentials and experience will undoubtedly enhance our ability to build our brands for the longer term and grow faster across these countries.”

McLernon’s statement underscores a shift in the company’s philosophy. Rather than seeking quick, volume-based wins, the group is looking to "build brands for the longer term." This involves deep cultural integration and establishing the group’s liqueurs and spirits as staples of the luxury lifestyle in developing economies.

Upon the announcement of his new role, Grégory Leymarie expressed his readiness to take on the challenge from his new base in Dubai:

“I am proud to join the Rémy Cointreau group and I am looking forward to leading and delivering an impactful emerging markets business strategy with the teams, in order to reach our target.”

The choice of Dubai as Leymarie’s headquarters is a strategic masterstroke. As a global travel hub and a center for wealth in the Middle East, Dubai serves as the perfect vantage point to oversee operations across Africa, India, and the CIS, while remaining connected to the group’s Paris headquarters.

Implications: Navigating a Complex Global Landscape

The appointment of a Global Managing Director for Emerging Markets carries several long-term implications for Rémy Cointreau and the wider spirits industry.

1. Reducing Reliance on the "Big Two"

For decades, the global luxury spirits market has been a story of two halves: the United States and China. However, geopolitical tensions and changing trade tariffs have made this reliance risky. By empowering Leymarie to grow the "Emerging Markets" portfolio, Rémy Cointreau is effectively "de-risking" its business model. If growth slows in Shanghai or New York, the company hopes that surging demand in Mumbai, Lagos, or Mexico City will provide the necessary buffer.

2. The Premiumization of India

India is currently one of the most exciting frontiers for the spirits industry. With a massive population and a rapidly growing appetite for imported Scotch and Cognac, it represents a "white whale" for luxury groups. However, India is also a notoriously difficult market to navigate due to complex state-level regulations and high import taxes. Leymarie’s experience in the AMEI region will be crucial in navigating these barriers to ensure Rémy Cointreau’s brands are positioned at the top of the Indian "prestige" segment.

3. Adapting to the CIS and Latin America

The CIS region, particularly following the geopolitical shifts of recent years, requires a nuanced approach to distribution and brand positioning. Similarly, Latin America offers a diverse landscape where spirits like Cointreau (essential for the global cocktail culture) have significant room to grow. Leymarie will need to balance the "French Heritage" of the brands with local cocktail trends and consumption habits.

4. The Sustainability and Terroir Message

Rémy Cointreau has positioned itself as a leader in sustainable viticulture and transparent sourcing. One of Leymarie’s challenges will be translating this "terroir-driven" message to emerging market consumers who may currently prioritize brand status over sustainability credentials. Education and high-touch brand experiences will likely be a cornerstone of his strategy.

Conclusion

The appointment of Grégory Leymarie is more than a routine executive hire; it is a declaration of intent. As Rémy Cointreau moves toward its 2030 strategic goals, the focus is shifting toward a more balanced global presence. By tapping a veteran of the African and Middle Eastern markets to lead this charge, the group is positioning itself to capture the next wave of global wealth.

Leymarie’s journey from the vineyards of Saint-Émilion to the corporate boardrooms of Dubai reflects the very nature of the brands he now represents: a blend of old-world tradition and new-world ambition. All eyes will be on the September 1st transition as Rémy Cointreau prepares to write its next chapter in the world’s fastest-growing economies.