Rémy Cointreau has launched a three-year transformation plan, RC Forward, which aims to generate approximately €100m of value creation compared to its most recent financial year.

The strategy aims to help the business regain market share, maximise the potential of brands under its umbrella and improve its operating model.

The RC Forward initiative includes multiple growth projects with the goal of boosting the group’s medium-term sales.

The French drinks brand has plans to return the Cognac category to growth and improve its retail presence within high-potential markets.

In the upcoming year, the business will launch innovation initiatives for Rémy Martin in the US, accelerate its growth in emerging markets and expand Global Travel Retail.

Additionally, the company plans to improve its commercial execution by making distribution networks more efficient, strengthening the revenue growth programme and shifting towards a new business model.

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As part of the restructuring, the business plans to have a more distinct definition of roles between brands and regions as well as simplify internal processes.

Franck Marilly, CEO of Rémy Cointreau, said: “We will continue strict execution of our priorities: accelerating the growth of our non-cognac brands, seizing every opportunity in cognac to rebuild momentum, and strengthening our positions in the United States and China.”

“This strategy will be reinforced by the launch of RC Forward, a plan designed to sustainably strengthen our fundamentals and create value across all our operations.

“It will generate around €100 million of value creation by 2028-29 and will be a key enabler of our growth strategy, supporting it sustainably while reducing our exposure to macroeconomic cycles.”

This ambitious target comes after the business recently returned to minor sales growth after years of recurring losses.

The French drinks manufacturer reported a full-year sales growth of 0.2 per cent on an organic basis to €935.3m.