Laurent CossonBrand Director, LOUIS XIII Americas



“What do I like to do? What do I like?” We all wonder about these questions.

Laurent Cosson, our Brand Director for LOUIS XIII Americas, discovered the world of wine and spirits this way. Read his Rémy Cointreau story.


Your foray into wine and spirits?

Everything began in Champagne, France, where I was born. I discovered very young that the world of wine and spirits was a magnificent universe composed of passionate people; it was also a field in which France had a particularly important role to play. I thought it would be truly fabulous to work in the industry, considering all the people you’d meet.


Did you always want to work in spirits?

Initially, I wanted to be a diplomat. I also considered finance and economics. I worked in video games, but I quickly realized it wasn’t for me. I wanted to work with people, not avatars. So, I started to ask myself: “What do I like to do?” “What do I like?” Watches, wine and spirits …


Your port of entry to the Rémy Cointreau Group?

I sent my résumé to various agencies in Canada, where I was living at the time, and landed an opportunity with a former distribution partner of Rémy Cointreau, with whom I worked in Canada, and then in Amsterdam, before officially joining the Rémy Cointreau Group in Paris.


Your roles with Rémy Cointreau?

I started in Global Travel Retail before the Global Business Development Director position opened with Mount Gay Rum. I spent a year working on building a new brand strategy, reviewing our packaging, according to our revised positioning and client target, and then working with markets to implement it, developing client relations, sharing our new brand universe and message …

After four years, I was asked if I could do what I had done with Mount Gay Rum for St-Rémy brandy, and I gladly accepted. I worked on a rebranding strategy for St-Rémy French brandy for two years, and then was offered the LOUIS XIII Brand Director position in New York City, my current role, which entailed numerous opportunities: a fresh, young team, plus a brand-new strategy to execute. To engage young teams, you yourself have to be engaging to empower people.


What distinguishes Rémy Cointreau as an employer?

It’s a Group that provides people with lots of opportunities. The door always seems to open at the right time. They truly believe in the value and the power of people, as well as putting together a great team. You can exhibit your power, yet you are never alone.

We’re lucky to have the right to say to Human Resources that we want a change. “You have a desire? OK, let’s go!” It’s a Group that enables you to believe in yourself, and to try new things, because you never know until you do.

In 15 years, I have never once been bored. A new challenge always arrived, as did new teams with new structures, which I really appreciated. I have been trusted in multiple roles—and now in two different countries.

If you want to feel useful, this Group is perfect for you. We’re not constrained by boxes, so you can do something that truly enriches you. It’s an extremely human, personable Group that enables each one of us to develop.


What distinguishes Rémy Cointreau’s spirits?

Our spirits take time. LOUIS XIII is, of course, a prime example with “THINK A CENTURY AHEAD.” If you look to Mount Gay, the tagline was “It’s ready when it’s ready, not before,” and now it is “Time well spent”… This sums it up nicely. The phrase “It’s ready when it’s ready, not before” was not invented by a marketing team: It is what Allan Smith, our Master Blender, told us. We were eager to launch, and he said, “It’s ready when it’s ready, not before.” And for me, they entail true passion: We have to want to talk about them.


Advice to those considering joining Rémy Cointreau?

After many years, I still feel this incredible passion. Thanks to the Hériard Dubreuil family, there is a true family spirit and great history here. We are just passing through; our role is to continue a story, a legacy. We have a truly unique opportunity to work with magnificent products that require an enormous amount of time and craftsmanship, or savoir-faire. We’re not constrained in this Group, so don’t hesitate to express your desires. You must believe in opportunities.