French brandy St-Rémy has unveiled a major design uplift of its VSOP and XO bottles as it embarks on a rigorous push of the brand in Europe this year.
St-Rémy will build on the foundations of its heritage, French provenance and quality to enhance its presence.
The new packaging illustrates the St-Rémy brand values of leadership, quality and craftsmanship, while paying homage to its heritage, the company said.
The new look features a walking lion representing strength and protection, after the recent rediscovery of the heraldic symbol in the St-Rémy archives. 
“The new designs in 2018 of the VSOP and XO support the St Rémy strategy to continue to create value within the brandy market,” said Rémy Cointreau Liqueurs & Spirits Division CEO Jean-Denis Voin.
“This major design uplift aims to reinforce St-Rémy’s quality leadership and shelf standout, and moreover the opportunity to implement a full brand relaunch.
“St Rémy is the leading genuine French Brandy, from soil to bottle, and the international gold standard of its category, enjoying presence in the five continents both in home and duty free markets.” 
St-Rémy Master Blender Cécile Roudaut’s influence in the redesign is the incorporation of the fleur de lys tricolore pattern at the base of the front label.
The St-Rémy brand relaunch includes new key visuals of the bottles surrounded by golden halos of light. These emphasise the brand’s regal history associated with its namesake Saint Remegius, a bishop who baptised the first King of France Clovis.
The brand is available in travel retail with Dubai Duty Free, DFS and World Duty Free.
