Remy Cointreau turns to AI, younger consumers to drive growth

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The artificial intelligence-powered sales presenter for French spirits maker Remy Cointreau can introduce cognac and whisky to Chinese shoppers at 3 am, answering questions and…

The artificial intelligence-powered sales presenter for French spirits maker Remy Cointreau can introduce cognac and whisky to Chinese shoppers at 3 am, answering questions and recommending products long after her human colleagues have signed off.

The virtual host, Eve, introduced about 18 months ago, is part of the company's push to expand its digital reach and attract new customers, as China's premium spirits market shifts away from traditional business banquets toward more personal drinking occasions.

"There's very little overlap," said Sophie Phe, CEO of Remy Cointreau China, of the audiences reached by AI and human livestreaming presenters during an interview at the just-concluded ninth China International Import Expo in Shanghai.

Human presenters still account for about 80 percent of the company's livestreaming activity, compared with 20 percent for AI-powered sessions. While human hosts continue to deliver stronger commercial results, the technology allows Remy Cointreau to reach consumers around the clock, including those shopping late at night or early in the morning.

The initiative comes as Remy Cointreau seeks to strengthen its position in China, where changing consumption habits and uneven demand across sales channels are reshaping the market for imported spirits.

The company's latest financial results suggest its digital strategy is gaining traction.

Remy Cointreau reported first-half fiscal 2026-27 sales of 510.9 million euros ($566.7 million), up 2.9 percent organically, according to the results released on Oct 28. Sales in the Asia-Pacific region rose 14.3 percent, supported by stronger shipments to China ahead of Mid-Autumn Festival and continued growth elsewhere in Asia.

Cognac sales in China increased at a high-single-digit rate in the first half, including mid-teens growth in the second quarter, Chief Financial Officer Luca Marotta said during the company's earnings presentation.

The recovery was uneven across distribution channels.

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