The recovery was uneven across distribution channels. Direct sales channels drove growth. E-commerce sales rose more than 30 percent in the second quarter and accounted for about 30 percent of China sales, according to Marotta.
Phe said the company has spent more than a decade building its e-commerce capabilities in China, including dedicated teams, customer relationship management systems and directly operated flagship stores on platforms such as Tmall and JD.
Operating its own online stores requires greater investment but provides more direct access to consumer data and allows the company to manage pricing and promotional campaigns more closely, she added.
The digital expansion is only one part of Remy Cointreau's response to changing Chinese drinking habits.
Chinese consumers are increasingly prioritizing quality over quantity, exploring different categories of spirits and seeking more personalized experiences, Phe said.
"They are not drinking more, but they are drinking better," she said. "For us, it's more about the value strategy than the volume strategy."
The shift presents both opportunities and challenges for international spirits makers, which have traditionally relied on premium cognac sales associated with business entertaining and formal dining occasions.
"We see fewer and fewer business dinners and the type of big banquets," she said. "Now it's more personal or small-group enjoyment."
The changes are prompting Remy Cointreau, whose portfolio includes Remy Martin, Louis XIII, Cointreau and a range of Scotch whiskys, to broaden its appeal beyond traditional cognac customers.
While the company's established customer base in China remains relatively mature and loyal, younger consumers are increasingly interested in exploring different categories, flavors and drinking occasions.
Unlike previous generations, younger Chinese drinkers are less inclined to follow established consumption habits and more interested in discovering products that reflect their individual preferences, Phe said.
Whiskey is one category attracting growing interest, with consumers exploring different age statements, flavor profiles and expressions. According to Euromonitor International, whiskeys in China's retail and catering channels reached 13.3 billion yuan in retail value in 2025.
Cocktails offer another opportunity to engage younger consumers, particularly through drinks that can be customized with different ingredients, including local Chinese flavors.
The company has been expanding cocktail-related activities and partnerships with bartenders to introduce consumers to its broader spirits portfolio. In Shanghai, the group operates Dentree, a sustainability-focused bar that serves as a venue for consumer experiences, bartender training and industry events.
At this year's CIIE, Remy Cointreau showcased products across its portfolio, including a new LOUIS XIII Black Pearl limited release, the Octomore 17 whisky series and Remy Martin's Chinese New Year gift collection created with Chinese artist Gao Ludi.
