Jean-Philippe Hecquet, CEO of Rémy Martin, recently delivered an inspiring talk as part of Regent’s Distinguished Speaker Series, exploring the evolving luxury landscape. His exploration centred on Louis XIII, the iconic 'King of Cognac’, a brand with nearly 150 years of heritage that embodies exclusivity, craftsmanship, and visionary innovation.
A Legacy of craftsmanship and prestige
Founded in 1874, Jean-Phillippe explained that Louis XIII is much more than a cognac, it is a symbol of timeless luxury. Each decanter contains a blend of hundreds of eaux-de-vie, some aged for more than a century. The production process reflects the brand’s dedication to craftsmanship, with hand-blown crystal decanters that are hand-painted and meticulously finished. The quantities produced each year remain a closely guarded secret, adding to the brand’s allure.
Limited annual production adds to its allure and reinforces its position as ‘one of the most iconic spirit brands in the world’.
Exclusivity through experience
Exclusivity is a cornerstone of Louis XIII’s identity. Limited editions like the Black Pearl and Rare Cask are produced in extremely small quantities, with just hundreds of decanters available worldwide.
Whether it’s through ultra-premium refill services at Harrods or immersive training for their teams, Louis XIII ensures that every touchpoint reflects their commitment to exceptional service. As Jean-Philippe put it, ‘the client is the boss,’ and creating a dream-like experience is essential.
Innovation and storytelling
Jean-Philippe showcased how Louis XIII blends tradition with a compelling narrative. From partnering with actor John Malkovich to create a film locked away for 100 years, to a Pharrell Williams track that will only survive if global warming is halted, the brand blends luxury with thought-provoking art and sustainability. These initiatives highlight Louis XIII’s ability to ‘think a century ahead’, aligning with their avant-garde ethos. Recently, Louis XIII introduced The Drop, a £160 collectible designed to ‘engage the younger generation by merging luxury with modernity’. Jean-Phillipe how the brand breaks conventions to stay relevant while ensuring its products remain aspirational and exclusive.
Engaging the next generation of luxury consumers
Emphasising the importance of adapting to today’s market, Jean-Phillippe stated that the luxury sphere has evolved to be ‘more financially attainable and accessible’ as opposed to ‘intimidating and exclusive to a select few’. Louis XIII’s modern strategies for engaging their future consumers include leveraging celebrities and collaborating with influencers who align with the brand’s image.
By ‘planting the seed of desire’ and respecting all customers, Louis XIII creates a sense of aspiration that bridges generations. The brand balances tradition with innovation, ensuring that ‘older customers feel young and that new customers find the products desirable’.
Advice for aspiring luxury professionals
For students interested in a career in luxury, Jean-Philippe offered valuable advice. He encouraged them to remain open to opportunities, gain experience through internships, and learn from others in the industry. ‘Your career is about what you’ve done and the experience you bring,’ he said, adding that success in luxury requires passion, openness, and the ability to connect emotionally with clients.
Keep an eye out for future Distinguished Speaker Series on our Events page – or catch up with previous events.