The transformation plan, dubbed RC Forward, envisions the owner of Rémy Martin and Louis XIII cognacs going "on the offensive" by further differentiating itself within the sector and reducing its sensitivity to macroeconomic cycles.

"Our ambition is clear: to sustainably improve profitability in order to generate additional resources to reinvest in growth," explained Franck Marilly in a press release.

Rémy intends to activate five strategic levers: strengthening the efficiency of its distribution network, refining its approach to products, pricing, formats, and promotions, maximizing investment impact, optimizing procurement, and simplifying its organization to accelerate execution.

The group plans to evolve its governance to gain efficiency and agility, establishing a steering committee within the executive committee. This body will consist of five departments reporting directly to the CEO, whereas the management team previously comprised 10 members.

"This will instill a more pragmatic approach to balancing premiumization with product accessibility, generate cost savings to fund reinvestment, and overhaul the organization to accelerate decision-making," noted analysts at Jefferies.

"As this recovery materializes, we should see a rerating of the stock," commented the U.S. broker, which maintains a "buy" recommendation with a price target of 50 euros.

No immediate numerical financial targets

Other professionals, however, lamented the lack of specific targets for the coming years.

"At this stage, RC Forward appears to be an essentially qualitative transformation plan, without immediate numerical financial objectives," reacted Sarah Thirion at TP ICAP Midcap.

The group plans to communicate the initial progress of this transformation plan, along with its three-year value creation ambitions, on June 4 during the publication of its annual results. An update on medium-term targets is expected in November 2026, coinciding with the release of first-half results.

In her note, Sarah Thirion acknowledged that the plan sends a positive strategic signal, meeting market expectations regarding operational discipline, value management, and clarity.

"However, the credibility of RC Forward will quickly depend on execution capability, and above all on the tangible translation of these levers into measurable improvements in organic growth and margins starting from fiscal year 2026—key elements we are waiting for to reassess the group's trajectory," Thirion warned.

TP ICAP Midcap maintains a "hold" recommendation on the stock, with a price target of 37 euros.

The plan appeared to convince investors for the time being, as Rémy shares were up 6.5% to 29.8 euros at 3:15 p.m., outperforming the SBF 120 index, which was itself up 4.8%.

These gains bring the stock's year-to-date advance to 8.5%, compared to a rise of approximately 2% for the SBF 120.