Rémy Cointreau has announced the launch of a transformation plan which aims to regain momentum and maximise the potential of the brands across markets.

As part of the new plan, the French drinks group will strengthen the efficiency of the distribution network, refine the revenue growth management and improve the impact of advertising and promotion investments.

Additionally, Rémy Cointreau will simplify the business structure by streamlining the decision-making process and changing the organisation leadership.

The Group is set to share updates on the progress of this plan during the annual results, which will be released on 4 June.

Franck Marilly, CEO of Rémy Cointreau, said: “The RC Forward Plan aims to give us the means to generate our own value creation momentum and thus become less dependent on macroeconomic cycles.

“It also seeks to strengthen the entrepreneurial and conquering mindset of our teams, building on the Group’s culture while instilling greater discipline, rigour and performance focus.

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“Our ambition is clear: to sustainably improve profitability in order to generate additional resources to reinvest in growth.”

The Group also made new appointments to strengthen its leadership as it prepares to undergo the transformation plan.

Luca Marotta has been named deputy CEO, and Ian McLernon was appointed as group chief markets officer.

Mélanie Bulourde and Clarisse Petit are now in the respective roles of group chief operations & CSR officer and group chief human resources officer.

Additionally, there were two newly created teams which were created to improve business operations.

Moving forward, Douglas Taylor will manage the Innovation Lab, which will actively play a part in exploring and analysing consumption trends and new growth opportunities.

Sophie Phe will manage the Executive Lab, which is responsible for accelerating execution growth and implementation of certain transformation initiatives across the Group’s activities.