Rémy Cointreau SA (EPA:RCO)
39.82
-0.90 (-2.21%)
May 12, 2026, 5:35 PM CET
← View all transcripts
H2 20/21
Jun 3, 2021
Hello, and welcome to the Remy Cointreau 2021 Full Year Results Conference Call. My name is Val, and I will be your coordinator for today's event. Please note, this conference is being recorded. And for the duration of the call, your lines will be on listen only. However, You will have the opportunity to ask questions at the end of the presentation.
To register your question at any time. I will now hand you over to your host, Mr. Marc Herriard Dupray, Chairman, to begin today's conference. Thank you.
Good morning to you all. We are here to review the results of last year of our group, The Remy Pactual Group. I'm going to make a small introduction. Then our CEO, Eric Wallach, We'll review with you the operation. And then our Chief Financial Officer, Luca Marotta, As you did many times in the past, we'll make the financial review for you.
Then Eric Vala will come back to give you the outlook now after the beginning of the year. We have just released this morning the results. I hope you had time to review them. There are very good results. We did very well.
Our growth was significant Compared to last year and even we could say We could even have had better results, but this is not what is important. What is important It's the context in which we were last year. And I will mention 2 topics on that introduction. The first topic, of course, is the financial performance.
The
you must Put yourself in the position in which we were at the beginning of last fiscal year. As for many companies around the world, We were really living difficult times. We even had to close all Our operation worldwide for nearly 3 weeks. And when we started again, it was very complicated. It was very, very complicated for our operations.
It was becoming more and more Difficult for our customers, which were disappearing 1 after the other, and we didn't know for how long. The situation, of course, was difficult in the on the production side. But The most difficult situation was nearly was really on The logistics side, the supply chain was extremely difficult during the year. What we had to realize is that we had to change the ways we were doing things. And the important thing of last year It's that we worked out the change.
We have been able to adapt ourselves to the new environment. And our group became stronger after that crisis, And this is the important point. As I said, the context was very challenging, But we have been able to be very agile and to adapt ourselves to many, many extremely different conditions. So Those very strong results we are having today confirm once more the strength of our Remy Cointreau brands. And I say brands because it's not only Remy Martin cognac.
Last year, you remember, Eric Vala launched the 10 years plan. Now I can say it's a 9 year plan because we are fully On the track to achieve that 10 year plan. So on those results, you can see we that we have made solid progress Toward that long term strategic objective. Very important for us, our gross margin Has reached the all time highs. This is the better, best performance we ever had, which is, of course, in line with our long term plan.
And our current operating profit, in spite of all the difficulties I mentioned, went back to historic levels. In one phrase, I can summary what happened. The new paradigm post COVID confirms our long term strategy. So this was my first topic. Now for the second topic.
For us,
Long term sustainability is as important as good Financial results. This is really the dedication of our group to provide As much as we can, that's sustainability for all the stakeholders which are around us. You know very well, I hope, that the three words which summarize our group, The three words on which we give our signature are terroir, people and time. On those three fields, we have made and are making and will make Strong progress. If I speak of terroir, you know that our objective is to be 100% sustainable everywhere in agriculture.
This is already done in cognac, but The news of this year is that we have made strong progress in our Liquor and Spirit division, led by Cointreau, Centremie, Mange, We're Cladding Distilleries and even also for our newcomer, Telmont Champagne. Concerning people, there was a lot to do. We try as much as possible to help all those with whom we are working. So we launched Quite a large series of solidarity actions, again the pandemic, because a priority was given to health for all stakeholders. And concerning our employees, we protected all salaries around the world Without any government support, as I said, our clients, our customers We're in very, very distressing situation very often.
So we try to help them. And especially the on trade communities, which suffered a lot this year with financial donations and proper communication. Concerning time, the journey has started already many years ago. We went on this year. You will see when you see our reports that we had a lot of initiatives.
It will take too much time to review them all. I will only give you 2 examples. We Discontinuing gift box in many of our brands. And for our 2 main distilleries, which are ENGIE and cognac, Starting from April 1 this year, we are switching to biogas, So more sustainable, because this is our commitment, and we will go on for the years to come towards Trying to help to sustain the planet.
Thank you, Marc. So good morning, everyone. Very pleased To e meet you again, even though I hope we can remove the e soon. I have the feeling it's coming soon. I'm very pleased now to take you through As Mark said, the operational and the business outputs of last year.
And I will start just by telling you The trends emerging from COVID, it's too early to draw final conclusions, but we can highlight some trends emerging from the pandemic, which we believe are structural Because they preexisted COVID and they accelerated with COVID. The first trend is the up trading trend. Of course, people had less to spend on travel. Of course, government subsidies, particularly in the U. S.
Have helped. Of course, buying in the off trade is cheaper than buying in the on trade, which is boosting volumes. But the trend of drinking less But better pre existed COVID. It has accelerated, and it will keep strengthening with people paying more attention to what they drink. Also a lot more clients had more time last year to be educated on high end brands.
These brands have gained in familiarity. Plus we tried digital testing sessions and they proved to work. They will help us increase the reach of people we educate. We are well positioned to take advantage of this trend with our portfolio of exceptional brands, Which is displaying value per case, which is 2 times higher than market average. The second trend is the rise of at home consumption as and including mixology at home.
It will slow down with the reopening of on trade, but it will remain way more than pre COVID. We are well positioned as well here, Again, with our Liquors and Spirits portfolio and more particularly with Cointreau, which was in the original recipe of the Margarita And which is present in more than 400 cocktails. The 3rd trend that you can see on the screen is the acceleration of e commerce. I don't think I need to elaborate here. Just to say, maybe, that in the U.
S, it is more than an acceleration. COVID has kicked off e commerce and all the stakeholders are now investing full spinned behind it, Which is clearly unleashing its potential up to the U. S. Becoming probably the number one e com market for wine and spirits in 2021 above China. Here again, we are in a good position.
Being smaller than big players, Ecom is an even bigger opportunity for us as our coverage of the Tier 3 and Tier 4 areas worldwide is less than that of our competitors who have more commercial people in the field. E comm is B2C and B2B indeed. It gives us the opportunity to target qualitative accounts in remote cities in China for instance. This is probably why we were a pioneer in China, where it now accounts for more than 20% of our business. The last trend I would like to highlight here is the heightened environmental and social consciousness.
Here as well, I don't think I need to elaborate. But terroir are at the heart of what we do and transmission of our vineyards, Of our know how to the next generation in the best conditions possible has always been an obsession for us in the past 350 years. So here again, I believe we are by culture. It's our DNA well positioned. Moving to the next slide.
As I said last year, our ambition remains to become the leader of exceptional spirits. And as explained, entering a mature phase Of the value strategy, we removed the above $50 sales target for a more inclusive approach. Retail price remains key, but we look at gross margin also beyond retail price as a way to create even more value. This strategy translated into 4 priorities that were shared last year. And we believe that these priorities Our spot on as they embrace the consumer trends I just referred to as showed here on the slide.
This gives me an opportunity to update you quickly on these priorities as they are key for us to deliver our long term vision And as we made material progress despite the pandemic, these priorities are numbered in the following slides, but the numbers do not reflect Any kind of hierarchy among the priorities. 4 priorities is not a lot, but this is on purpose as each priority is equally important and instrumental to the plan. So we need to make sure we allocate enough resources. Moving to the next slide. Priority number 1, increase value per case or put in a nicer way, generating more value than volume.
As I said, we want to keep focus on retail price through price increases but also through product mix management. We managed to leverage our trading trends with a positive pricemix effect of 5.5% in 2021, Particularly, thanks to the continued very positive growth of Club 1738 and Bouygues du whiskies to name them. But and this is the second part of the slide, we also look beyond retail price now, as I explained, with a clear focus on gross margin, Which gained 1.3 points, thanks to the investments behind our accretive brands. A good example here Is a Quattro which enjoyed a stellar growth in the U. S.
Where we overinvested to fuel growth and where the gross margin is the highest While retail price is not the highest in our portfolio. The second priority Is enhancing portfolio management. What have we done since we last shared the strategy in June 2020? First, we have assigned clear roles to each brand and we have split them into 3 groups with a clear set of priorities for each. This is how we will grow our portfolio beyond Connex.
2nd, we implemented a new global markets organization with the appointment of Laurent Venot as CEO Global Markets. His mission with his team is among others to work on implementing this portfolio vision in the field. And third, we launched a commercial excellence project, which is instrumental. Here, we are talking about a transformation project. Over the past 6 years, we invested on upstream topics, Terroir, the product.
This was key to claim for exceptional spirits. If the product is not great, there's not much we can do. Now time has come to invest on downstream activities as well, notably on commercial capabilities. We appointed at the beginning of the year of the CV year a senior executive to pilot the project. She joined in January this year and we are making good progress now as showed with the time line you can see at the bottom of the chart.
It's now a project which is live and which is going to deliver in the coming months. Moving to the next slide and the next priority, implementing a client centric model. With VITRESS, we have a fantastic weapon to implement a real client centric model and to replicate whatever is relevant for the other brands. We are very ambitious for the brand as we target to know and to dialogue directly with 80% of our end clients by 2,030. This makes sense for 3 regions.
1, buying a decanter of €3,000 is like buying a watch of €25,000 This deserves a level of service unique in the industry, which can only happen with a tailor made approach, Addressing clients' needs and specific aspiration. 2nd reason why it makes sense, the unit price Allow us for investing on a client centric model. And the third one is, as we all know, it takes generation To craft the liquid for Lutres. So we know the volumes we have in hand and creating value will come also thanks to a more integrated value chain. The more we sell direct, the more gross margin we secure.
A classic for a luxury brand, but a disruptive statement in our industry. This is why I like to say that Luitres is unique and is what makes us as a group so special. So as I just explained, Luitres is the spearhead of our client strategy. But the game changer is also at group level clearly e commerce. Our 20% target Sales generated with e commerce in 2,030 was ambitious pre COVID, I believe and we can maybe debate this later, but I believe that we should do more since we've gained years with the pandemic.
Moving to the next slide and the last priority, Achieve responsible growth. Well, this is not a new priority, as I said and as Marc said as well. You know transmission and caring for the future of our terroir has been a priority for generations at Remy Cointreau. So we are not starting from scratch at all. But we believe more in doing things than in communicating on this matter.
Even though the numerous recognitions and awards we get And it's more than the 3 which are listed in the slides here actually are self explanatory. Now We are not there yet and there's a lot to do. It is our duty to accelerate leveraging a new paradigm. Why a new paradigm? Because 55% of consumers report sustainability is very important to them when choosing a brand now, There were only 33% pre COVID.
We should take advantage of the tailwinds to accelerate. And we are indeed, now that everyone in the organization is and feels committed. I want to list a few examples. I'm not going to elaborate on the 64 Person that Mark already told about, but just so you know, we are talking here of 15,000 hectares in total, if you include all our products and indirect sourcing. Today, 45% also of Our managers are women, and we obtained good scores on 2 indicators, gender per pay gap and pay rise gap.
But there's still a lot to do on diversity, of course, and we made it a priority for the coming years. We have also removed the gift box, As Marc said, in the U. S. And almost worldwide for VSOP for instance, and it's interesting to see that VSOP is growing the fastest. So the clientele is ready now for such kind of move.
And by the way, it is an accretive move in terms of gross margins. It's a very interesting We're combining gross margin as well as sustainability. And to conclude this slide, it's interesting to note that Our net margin including CO2 costs would be 14.2% versus 14.7%. It's showing a very limited impact showing that our CO2 cost is limited today. Moving to the next slide, just to say that I am done with the strategy and the FORTRAN's vessel priority.
Just a quick update Before we move to the high level results of last year, just to say that if we have a look at where we stand versus the 10 year plan, as Marc Said after 1 year, the good news is that we are well on track even ahead our internal road map, Which should give us the opportunity to invest even more this year on our brands to grow them in the future. The investment of today is the growth of tomorrow. And one last slide with the global overall picture. As you've seen from the press release, our full year results were very strong, proving our resilience in the context of the pandemic. Back in April, you saw our sales numbers.
We talked about a 1.8% organic growth. Business bounced back Strongly in the second half with 20.9 percent organic growth. In terms of profitability, the current operating profit Stood at EUR 236,000,000 up 12.8 percent on an organic basis, representing 23.4 Margin. As mentioned by Mark, this is close to our highest ever level, 23.5 percent in 2018 2019. This performance Reflects an increase of the gross margin, which has been partly invested in A and P to fuel the future growth of our brands And an excellent control of our overhead costs.
In other words, we have evolved our cost structure towards more activation and less fixed costs. The net income stood at EUR 144,500,000, up 30.2 percent on an organic basis. And the free cash flow Came at €123,000,000 UP 107,000,000. Luca will elaborate here. Finally, the net financial debt stood at €314,300,000 representing a very healthy A ratio of 1.3, Down from 1.9 a year ago.
Let us now switch to the business review In a few slides, I'm going to go quick on these slides because they were shared by Luca, It's not in the same format, but in back in April. Cognac, which represented 73% of our sales, grew 3.7% organically in the full year with a plus 27% in H2. Liquors and Spirits, Which contributed to a 24% of our sales recorded a decline of 3.2%, but a 7.2% increase in H2. And lastly, Partner Brands, which accounts for only 3% of the group now, the sales were down 1.5% in the full year. Moving to the next slide.
You can see our sales by region, which shows An outstanding growth in the U. S. And a strong recovery in China in H2. Americas was the growth engine With a remarkable 18.6% increase boosted by a 38.7% rebound in H2. Asia Pacific Was down minus 4.5% during the full year despite a plus 20% rebound in the second half.
Focusing on Greater China, the growth was 17%, minus 7% on H1, but plus 39% on H2. Lastly, EMEA displayed a minus 20.17% decline impacted by on trade closure in many markets As well as a weak Travel Retail, obviously. But while still down, H2 sales recorded a sequential improvement at minus 11.5%. Moving to Slide 18. I'm not going to elaborate on the figures here.
You can have a look. Just to say that at the end of March 2021, Remy Martin volume market share is up 1.6% according to BNIC. And if you look at superior qualities, so V SOP and above, our market share actually grew 4% to 28%, thanks to V SOP Club and 1738. So a very good year in absolute value, but relatively speaking as well. Moving to Slide 19.
These are figures you know already. I'm not going to elaborate either, just giving me the opportunity to highlight again the Moving to Slide 20. Let's focus on our operational performance for the cognac division. This is An important slide. I'm going to spend a bit more time on this one.
Current operating margin increased by 2.9 points to 30.1 percent over the full year. This breaks down into an organic increase of 2 points, Positive currency effects of 0.9% and an almost neutral scope effect linked to the consolidation of Brie since April. This organic improvement reflects a stable gross Margins, sorry. We also got a stable gross margin, which is made of, 1st, an adverse mix. Our growth was driven by VSP 70, 38 and Club, while the top end was under pressure for a large part of the year because of the closure of On Trade and we've seen them bouncing back with the progressive reopening of On Trade now.
And to a smaller pricing effect, you may recall that during the March lockdown, we decided to postpone our usual price increase From April to October 2020 for ethical reasons, so that the price increase was effective only for half a year last year. And an increase of our A and P that you can see here by €12,900,000 so material In particularly in particular in the U. S. And in China to continue to grow the awareness of our brands and to fuel their future growth. This was possible thanks to the increase and the better sales than expected and thanks also to very good control of our costs, distribution and structure costs.
Thanks to cost cutting measures that we put in place during the pandemic, some of which will last beyond COVID. Salary and hiring freeze, this would not necessarily last. No traveling expenses and temporary costs in distribution costs and in the on trade among others. But meanwhile, we have accelerated investment on our strategic priorities, as said. In other words, our cost structure has evolved towards more activation and support to the business.
Let us now switch to the Slide 21. I already talked about Louis Tres. So Just to say quickly, we are very proud to have opened a pop up boutique in Plaza 66 in Shanghai. I worked for 20 years in luxury and in fashion. And I can tell you that with a presence in SKP in Beijing and 1 in Plaza 66 In Shanghai, we are clearly making a strong statement for the brand in the 2 most prestigious malls in China And in Asia.
As a reminder, we have boutiques in China, in Singapore, in the U. K. And in the U. S. We now have 6 boutiques in total for We Trade.
And of course, we have our private clients, directors who proved to secure very resilient business With a lot of while a lot of on trade accounts, we are closed worldwide. A word on Remy Martin. The growth of our sales has allowed us to invest even more than budgeted to increase the awareness and the relevance of the brand in the U. S. The relevance is important as well.
We launched the next iteration of our TIM UP ForExcellence campaign Featuring Remy Martin 1738 and the legendary music artist, Usher. Team up for excellence, the film And we have up to a 6 minute cinema with a very specific distribution brings to life the history of the harmony between 2 cultures of excellence in the U. S, music and cognac. The film celebrates the harmonious blending of 2 cultures of timeless excellence, Again, music and cognac. It highlights the cultural connection between cognac and American artists since 1917 back to the 1st World War In France and how the 2 have been influencing each other ever since.
We are going to echo this campaign as well with the 100 years anniversary of The circa coming soon as well. Just to say that we've moved from Maybe more very important product centric communication on TIM UP for excellence to a very engaging compelling campaign That is clearly addressing the heart of our clientele. Moving to the next slide. We also launched La Maison Remy Martin something like 5 years ago. This year, we brought cognac to Guangzhou And we celebrated Finn Champagne.
As you know, our relationship to terroir is very specific and we source only from the 2 most sought after crew of the region, Petit and Grand Champagne. I launched the Maison Remy Martin 5 years ago. I must say I was impressed by what it has become. And if you move to the next slide, this is not clearly a film from Hollywood. It's made by our team.
But it's first time we saw such a queuing to enter La Maison Remy Martin. This was very exciting for us as at that time, We were confined and it was great to see such affluence in China when we launched it. And not only when we launched it by the way, but every single day. Now moving to the Liqueurs And Spirits division, I'm not going to elaborate either on the figures here just like I did not for cognac. But moving to the next slide.
Americas, as you can see, Enjoy your mid to high single digit sales growth. U. S. Enjoyed excellent performance supported by booming at home mixology. Canada showed a good resilience and LatAm was strongly impacted by lockdown measures and weak tourism.
In EMEA, We enjoyed the double digit sales decline. Enjoy this, maybe not the appropriate word, sequentially improving in H2. Most markets were impacted by on trade closures and travel retail. And But we also saw and witnessed a very strong resilience of the U. K, Benelux and to a lesser extent Russia.
In APAC, We saw a slight sales decline despite very strong recovery in H2. Greater China Was a bit penalized by a slow cocktail bar recovery, but Southeast Asia witnessed a solid performance driven by Australia and New Zealand. Lastly, Travel Retail, obviously, has been very weak, affected by the collapse in tourism everywhere in the world. Moving to Slide 27, so the last one I'm going to spend some more a bit time on before I give the mic to Luca in a few slides. Let's focus on Liquors and Spirits current operating profit.
We've been able to protect our margin at 13.3%. This Performance reflects an organic improvement of 0.8 points offset by some negative effects in currency, minus 1.1 in the scope, Minus 0.8 with the consolidation of Belle De Bruyere since May 20 and of 10 months since October 20. This good organic performance was driven by the combination of a strong improvement of the gross margin, plus 2.3 points, Led by a very positive mix on the back of the outstanding performance of Quattro in the U. S, which I referred to, which is strongly margin accretive and behind which We strongly invest. And a continued increase of our A and P, 0.6 points, the investments versus last year, Plus 0.6.
We have notably reinforced our marketing investments behind Cointreau to leverage the booming at home mixology trends while preparing the on trade reopening. In parallel, we slightly reduced our distribution and structure costs. Now moving to Slide 28. Well, the stellar growth of Quattro Enabled us to invest even more in the brand to increase awareness. We displayed an For the first time ever in the group during Super Bowl.
The audience has been amazing and Cuatro had ranked Number 8 overall and number 1 among wine spirits brands. We're very proud of course and it gave us the opportunity as well to show our support to the on trade. We have been very active on e commerce as well, Where all our brands increased sales, it's interesting to note that Cointreau even achieved the number 2 position among the liquor brands in 2020 on Drizly, Which is an amazing improvement versus the year before in the context of growing Drizly sales. It's a great achievement we're very proud of as well. Moving to my next slide.
Just a picture on the whiskies, that also did great. They grew over 40% in 2021 and it was very interesting beyond the strong growth in the U. S. To witness the acceleration in China more particularly. And this image by the way gives you a feel of the beautiful Bouygues Lady boutique that we opened in Schemain and that is doing very well.
I am down and I give you the mic, Luca, For more in-depth financial outlook.
Thank you, Eric. Good morning, everyone. So now let's move on detailed analysis of the financial statement, and let's begin with the classical income statement, simplified one. As already mentioned, organic sales were up plus 1.8%. And on that basis, Gross profits increased by 2.9% in organic terms, implying a 0.8 points organic improvement in gross margin, reaching an all time high.
This very good performance was driven by the combination of some effects. First of all, a positive volume effect led by strong recovery in the H2 in our key markets, U. S. And China, on top of that, and positive in terms of gross margin, mix price effect, Mostly driven by a favorable brands mix benefit. This reflects Faster growth from the cognac business and Cointreau, which are gross margin accretive compared to the weighted average of the group.
The positive pricemix effect was, on the other side, mitigated by a smaller compared to the usual habits of the group, Pure pricing effect. We have to recall that pricing benefits only took place in H2, While they impacted the full 12 months in the previous fiscal year and was done for ethical reason. Sales and marketing expenses were down 0.7% in organic terms, reflecting some clear cuts in H1, 1, in particular, in the on trade channel in the context of the pandemic. But within this big, huge In aggregate total, we have to say something about A and P, advertising and promotion expenses that Grew around 7% year on year. In accordance with our long term plan, we have decided to partly reinvest the gross margin gains in advertising investment to fuel the huge rebound in H2 And A and P grew in the H2 plus 27% and continue to grow our brand's awareness and desirability.
Around 50%, five-zero, of that in terms of weight was dedicated to digital media Spend to engage new generation, new type of clients. In contrast, distribution costs declined Around minus 10 organically as we put in place several cost control measures, including Very selective hiring, massive cut in travel and expenses, entertainment expenses and consultancy fees. Administrative expenses, as an aggregate, declined by 5% on an organic basis, Again, thanks to cost control measure implemented, as you remember, since the very beginning of the crisis. Overall, we reached our EUR 20,000,000 target savings in OpEx that we guided 1 year ago, while we finally decided to overspend in A and P to fuel the rebound. Looking forward, we still expect around €10,000,000 OpEx savings of this €20,000,000 to remain structured for the future.
All in all, the current operating profit came in at €236,100,000 UP 12.8 percent on organic basis, Better than guided, better than expected and by 9.7% on a reported basis, I. E, after taking into account Negative currency effect, minus €4,800,000 and negative scope effect, minus €1,700,000 Now let's move to the analysis of the group current operating margin. So another way to analyze our performance. It was up on a reported basis 2.4 percentage points to reach 23.4 percent over the full year compared to 21%. Close to our whole time high reached In 2018 2019, it was 23.5%.
So once again, also in terms of operating profit reaching a very, very important score. This breakdowns into an organic increase, almost which is almost the same, 2.30 basis points, A positive currency effect of 3 points and a slight negative scope effect linked to the consolidation of Since May 10 months since October 2020. The organic Improvement of the current operating margin, 230 basis points, so it's quite important, basically reflect The increase of the gross margin as well as the strong control in our distribution and structure cost ratio during the pandemic Partly reinvested, as Luis said, in more A and P activities. In more details, gross margin was up Plus 0.8 points as a result of positive volume growth and favorable mix price. The A and P ratio increased by 0 Point 9 points as A and P spend was up plus 7%, as said, while sales were up organically only plus 1.8%.
So, mathematically mix in increase for the weight. The acceleration in A and P was particularly focused in our key markets, U. S. And China I mostly supported the relevance of our main major brands, including the new Remy Martin campaign in the U. S, The communication around the Chinese New Year and the Cointreau advertising during the Super Bowl and other important unique, as far as you speak, initiatives.
The ratio of distribution structure costs decreased sharply 240 basis points, reflecting a strong control over cost during pandemic and the implementation Of new ways of working that also will last for the future. Now let's take a look at the remaining part of the income statements. Other nonrecurring operating expenses We're non meaningful at €200,000, while finance costs improved strongly, very strongly to reach EUR 14,600,000 in 2021, down from EUR 28,000,000 last year. I'll come back later on this very specific point during the presentation. The reported tax rate decreased To reach 35.1 percent in 2021 to be compared to 36.3% last year.
The drop in tax rates in certain countries as France and the U. S. Was partially offset By a deterioration of the geographical mix, I. E, the weakness of Travel Retail Business and Asia Pacific in the first half, Which both tends to enjoy lower tax rate than the rest of the world. But excluding nonrecurring elements and items, The effective tax rate for the 2021 was 33.5 percent to be compared to 33.9 Last year, so minus 40 basis points.
At this point in time, given the uncertain global tax environment, we think it is reasonable To expect the recurring tax rate to remain stable, so between 33.5% and 34% for 2020 onetwenty 22. Net profit from discontinued operation was nil in the full year 2021, while we recorded EUR 6,400,000 net profit gain last year on the disposal of our Czech and Slovakian distribution subsidiary. And as a net result, net profit came in at EUR 144,500,000, up 27.5 percent year on year on a reported basis, but excluding some nonrecurring items, quite marginal, net profit came in €148,200,000 up 19.4% on a reported basis. The net margin At a very strong level at 14.7%, up 2.6 points of percentage on a reported basis, 2nd highest A simple spreadsheet with no recording items Disclosure, the reconciliation this year is quite simple. Mainly this year integrated EUR 3,500,000 of deferred tax Asset reduction linked to the decrease of the legal tax rate in France, switching from 32.02% in 2021 to 28 point 41 in 2020 onetwenty 2.
So Now let's take an analysis of the most important analysis and spreadsheet in my opinion or presentation, financially speaking, Which is the cash flow generation and net debt. As Eric Walla already mentioned, free cash flow Generation improved very sharply from EUR 15,700,000 of inflow last year to EUR 123,000,000 this year. This strong performance reflects Many different specific elements. First of all, €20,000,000 increase of the EBITDA on the back of the operating profit progression. 2nd, a significant reduction of the total working capital outflow That need to be split between different components.
First of all, the working cap outflow Rates to ODDVI and spirits in aging process amounted to €58,700,000 this year to be compared to 118.9 last year. This is the consequence of the very strong momentum that we experienced in H2, Leading to a very low level of inventories at year ends. And this despite the fact that we had the same level of Purchases in cognacodevie as last year to prepare, feed and secure the future. 2nd, the other working capital items out of the ODIN Spirit aging process, Inflows were flat year on year if you compare 2021 2019 2020. And this reflects A positive cash variation of receivable linked to a lower level of sales this year at the end of the fiscal year, And that despite a strong sharp reduction of factoring, only €55,000,000 this year To be compared to €98,000,000 last year as balance sheet items.
And on top, we enjoyed an increase in payables, More or less EUR 50,000,000 mostly in A and P and strategic OpEx that were expanded and accounted in the Q4 to further rebound. So Costs in profit and loss, no cash out. 3rd element, a tight grip, As you can see, on capital expenditure investment, as we decided to postpone some projects of the pandemic, sometimes we are obliged also for sanitary reasons to postpone some of them. And lastly, a decrease of €13,300,000 of the tax off flow, reflecting last year Fall in profit. So all that element explain the positive variation of free cash flow.
In parallel, other cash flow items improved substantially versus last year. We recorded an inflow of €13,600,000 for the year versus an outflow of €123,300,000 last year. This was largely driven by the dividend payment this year in 2021. 80% of our shareholder opted for a dividend payment in share, while last year 2019 2020, 100% of the dividends were paid in cash and was also an exceptional dividend top. And another nonrecurring or quite a little bit extraordinary element in terms of global cash flow In 2021, proceeds from the net between asset acquisition and Disposal increased from €11,700,000 to €29,930,000 reflecting essentially €68,600,000 proceeds coming from the PASOA disposal, so the cash in, partially offset by the cash out linked to the acquisition of Brie and Telmau.
So all in all, a very positive situation, But we have to acknowledge and to say and to prepare ourselves because this cash flow generation of this year reflects a perfect alignment of stars With some elements that next year will clearly reverse. As a result, at the end of March 2021, our net financial debt stood at EUR 314,300,000, Down from EUR 450.9 last year in March 2020, leading to a Sharp decrease of the AR ratio to 1.33 in March to be compared to 1.86 1 year ago. As promised, a few comments on the net financial expenses, which were a charge of, globally speaking, EUR 14,600,000 this year, Down EUR 13,400,000 as a variance compared last year at EUR 28,000,000. What happened? First line.
Gross debt servicing costs was slightly low, showing a continued optimization of our cost of debt Now at the lowest level ever reaching 1.01 in terms of cost Net currency losses also improved to a €400,000 loss This year to be compared to €4,700,000 loss last year. As you know, this is a volatile non cash items Related to the hedging of group non euro debts and future flows. But the main driver of the financial charges improvement and net result improvement as well was in the other financial expenses Where, as already said during our ARFFIA result, we experienced a strong reduction. This year amounted to EUR 2,200,000 versus EUR 10,600,000 expenses last year. As mentioned, the €8,400,000 reduction reflects a change in contractual terms with our wind growers since the start of the financial years, so less financial other financial expenses.
Now a very important chart For 2021 and to prepare the future and to adjust your estimation. Let's talk about currency conversion and hedges in terms of rates, impact on sales, impact on bottom line. And let's start with this year, 2021. The group reported in 2021 a negative translation conversion And also translation impact of, respectively, €36,300,000 on sales. On sales is slightly better than guided Since November January and €4,800,000 on operating profit as well slightly better.
This mainly reflects a deterioration of the average euro dollar translation rate over the period, which As you can see, came out at US1.17 dollars per euro compared to US1.11 Meanwhile, our average hedge rate, because we have very cautious policy and we take in advance 18, 24 months in advance Position of coverage of aging was slightly up at around $1.17 per euro in 2021 To be compared to 1.16. So now looking at our forecast for the Full year 2021 2022, which is also important for you. Assuming an average euro U. S. Dollar budget rate and hedged rate At the same level at 120, knowing that today at spot rate, we are slightly higher than that.
We anticipate Consider our flows for the 2021, 2022, a negative impact in sales between €20,000,000 25,000,000 Which most of the effect, which is a translation and conversion rate in the H1. So overall, between 2025, of which The biggest part between 2022 and the 1st semester. On the opposite side, on operating profit, We have a decrease between €16,000,000 €20,000,000 on operating profit on yearly basis. But on the opposite side, Most of the negative impact should be recorded in H2, while we expect a limited loss between €4,000,000 6,000,000 in H1. So I repeat, 2025 in sales at yearly level, 16% to 2020% loss of COP on yearly level with reversed Opposite phasing between sales, sharp decline in the H1 and not so big in the 2nd part of the year And in the operating profit, so a limited loss in the 1st part of the year and more important the second part because of the game of the average hedged rate by month and by semester.
As the evolution of the euro, U. S. Dollar, which is very important for our coverage, not the only currency, That's very, very important. Remains very volatile. We will share with you an update on top and bottom line every quarter as usual.
As a reminder, the sensitivity and which is very important because you have really to understand what we are writing and seeing here It's the following: €0.01 increase in the U. S. Dollar versus euro equal to €5,000,000 to €6,000,000 Gain in sales and around €4,000,000 gain on operating cap, all things alike. So here you have a decrease of EUR0.03 and then there are other cards. At this stage, we have already covered 75% of our expected flows for our net U.
S. Dollar exposure for 2021, 2022, Of which around 60%, six-zero of option. So we are quite flexible. But 75% of the needs are covered. After this long technical but important element to try to focus ourselves globally on the Publish the consequence on the next year, which is not the way we manage the company.
We manage the company on organic views. Let's talk the overview on the balance sheet. We thought total assets and liabilities of EUR 2,780,000,000 roughly stable Compared to last year, on the asset side, the global inventory increased, this is very important, by EUR 129,000,000 to reach EUR 1 €0.49,000,000, 1,500,000,000 due to purchases of Young Count for 54% of total asset, up 5 points versus last year, which is an all time Hi. Of this €1,500,000,000 around €1,300,000,000 is cognac, so more than 80%. This is the treasure of our future and the basis of our valorization.
On the liability side, the shareholder equity is up around €45,000,000 reaching another historical level, the biggest for the group, mainly driven by the strong progression of the net income as well as the dividend payment, as said, which was million share. So net gearing, the group's net debt to equity ratio decreased over the period from 32% to 20%, Thanks to a lower net debt, but also was a little bit alignment of starts on the global cash flow and Higher Equity. A word on return on employed capital. Our ratio came in at 17.1 percent in 2021, up 6 points on a reported basis and up 150 basis points in organic terms. This was driven by a 0.2 Point increase in the ROCE of the group brands and the swing negative 1 in partner brands, ROCE switching from 21.9 to Minus 49.6 percent.
The organic improvement was driven by the strong performance of our Operating profit, the numerator, up 12.8%, while employed capital on organic basis grew But a slower pace, 3.3%. Our recent acquisition, Looking a little bit more deeply inside the performance by division, cognac Cerrochi rose by 1 1.110 basis points to reach 19.7% on a reported basis And up 130 basis points on organic terms. Clearly, the strong organic operating profit growth division, plus 11.3% more than offset the 3.8% organic increase in employed capital. And for good concern, Lycos and Spirit division, Roche declined 3.7. To reach 13%, But it was broadly flat in organic terms as operating profit and employed capital both grew about 3% in organic terms.
Clearly, the delta, the difference between report and organic ROCE for this vision for Lacoste and Spirits can be explained By the unfavorable currency effect and the acquisition of the period. And this slide is looking at the growth capital more closely. The overall amount Increased by €71,200,000, mainly split in between an organic increase of €43,000,000 42,800,000 and €30,100,000 increase From Briere and Telmo acquisition and a slightly negative currency impact was minus 1,800,000. On the organic side, the 3,300,000, as you can see, year on year increase in employed capital reflected a further increase In aging inventories and to a lower extent in our production and storage capacities, partially offset by In other working capital items receivable and payables as already explained. Now let's move to the yearly dividends.
Given our strong annual result and the The robustness of the shareholder global position in terms of shareholder equity and our confidence for the coming year An ordinary dividend of €1.85 per share in cash will be put to a shareholder vote in the General Assembly on 22 July 2021, representing an increase of 85 percent versus last year and plus 12.1% compared to 20 eighteentwenty 19 for the ordinary dividend. In terms of ordinary dividend, EUR 1.85 per share is another all time high in terms of group level and group indicators. For your technical information, shares will trade Dividend on September 29 and dividend will be made payable starting from October 1. Overall, Total dividend equates to a payout of 63% of the recurring EPS And a yield of 1.3% of the if you compare the dividend to the average price over the financial year, This average was €138.43 And in addition to the dividend, the Board of Directors of Emicron Tromdecided yesterday, June 2, to authorize The company to launch a share buyback program pushed on to Resolution 1920. In this context, an investment service provider will be instructed very soon to purchase up Up to a maximum of 1,000,000 share of Remy Cointreau for the next 6 months.
This share buyback program It's intended to facilitate the following transaction in decreasing order of priority. 1st, To decrease the share capital by canceling treasury share. 2nd, to meet the obligation From free share incentive program for employees and corporate officers of the company and or its affiliates. 3rd, to meet obligation arising from security giving assets to the share capital. Thank you for your attention to this little bit long Technical and financial point.
And I will now hand it over to Eric Wallach for the 2021, 2022 outlook.
Thank you, Luca. I'm going to be quick here to allow time for questions, plus I think the Slide I am going to share is quite explicit. Just to reiterate first, As was stressed several times, our strong confidence in our ability to continue gaining shares in the exceptional spirit market. As we said also, we believe in 2021 to be a strong year of growth, but also a year of 2 halves, with Each one benefiting from a favorable basis of comparison and also the reopening of on trade in many markets, which is generating some sell in Inflow and also the restocking effects. As you know, last year, we ended with rather low stocks.
The second half of the year will compare to higher comps, obviously, And will also reflect normalizing trend of consumption. 3rd point, being ahead of our 2,030 financial objectives And given the favorable environment and our strong confidence in our ability to develop the top line to deliver the top line, The group has decided to revise up its 2021, 2022 strategic investment to fuel the rebound And to fuel our brands' awareness and desirability, this is probably the weakness of some of our brands. Once you try them, you are engaged. The question is to have more people Trying our brands as well. So it's all about awareness and desirability and we can afford to invest more behind them and this would be the growth of tomorrow.
By strategic investment, We mean A and Ps, but not only, we mean also investments behind e commerce, investments behind commercial excellence and investments behind Sustainability. The expected good growth of COP in absolute value should be also tempered By the currency effects, which we expect between €60,000,000 €20,000,000 and by a small scope effect of €2,000,000 though Following the acquisition of Brillet end of 10 months. And there we are. There's one more slide actually. Thank you, Luca, For reminding me, just I shared it already.
Again, the last very important message, which was also in the introduction speech Mark is that we confirm clearly our 2,030 objectives. The fact of being able to allocate more means behind our brands Today, comforts us even more in our ability to grow our brands in the long term and to achieve the targets That we shared already last year in June and that you have again here listed on the slide. This is the last slide and we are now Open to questions,
so feel free.
When to ask your question. And the first question comes from the line of Mitch Collett from Deutsche Bank. Please go ahead.
I have two questions, please. Firstly, can you perhaps Comment on the level of organic operating profit growth you think is reasonable for F22. I think current consensus is for 22% organic operating profit growth. And then my second question is On the components of EBIT margin, so you've obviously flagged that you need increased investments. How should we think about Margins in F 'twenty two and the components behind that, clearly, for gross margin, you've got several very positive Drivers with price increases and favorable channel mix dynamics.
But you've also obviously got the increase in investments. So can you comment on EBIT margins and the components behind EBIT margins, please.
Good morning. Thank you for your So starting from the first one. We expect 2021, 2022 As a strong year, top line and operating profit as well. But in strong year, when you accelerate top line and bottom line at the same speed, The result in term of margin is not a growth, it's more muted. So you have to understand globally that if you consider the long term journey of 10 years, switching for 23.5 Reaching 33% will not be, as I always said, a straight line journey.
This year, Profitable, very strong result and a top line which is more modest than it could have been because of the pandemic. The accretive impact was very, very strong, 240 basis points on reported basis. So you have to consider 2021 2021 2022 in terms of profitability compared to the top line has a combination of 2 year. Given the fact that we are ahead in 2021, given the fact that the new paradigm has been stalled And given the fact that we have pricing power and positive and that increased top line with profit of debt For a year to increase, thanks, and this is your second question, to a growth of the gross margin, which will be Very strong once again, very, very strong. We will count to have another all time high in gross margin next year To increase our footprint in A and P and strategic OpEx to be able to feed the future journey.
So I repeat, strong growth of top line, strong growth on the bottom line, Mid teens in terms of organic terms and increased gross margin, Very strong one, far better than this year, will be another all time high, strong increase in A and P, Entering a new step game in terms of A and P, increase of strategic OpEx, While we will continue to control the running OpEx and as a result, a muted operating cost margin because we have to look at that on a 2 year basis. On top, last but not least, 2021, 2022 will be a year of 2 halves Because top line acceleration tools of the replenishment and the restocking and the strategic mastering we have done at Ambiente in the end of the year Reflecting acceleration Q1 and Q2 and expenses will follow. But As a result, top line and bottom line will grow much faster in the H1 and will be more moderate in the H2 With a consequence in terms also of the operating profit in absolute value. As a COP margin, 2021, 2022 We'll be an organically speaking, muted ear, while the absolute value will grow Net sales and bottom line, strongly and quite in a symmetric way.
On top, to Analyze what is the publish, you have to add the negative ForEx at the negative scope. But here, On a 2 year basis, there will be an increase of which is quite substantial and more than in line with the 10 year journey. We are preparing the future. We are stepping up. Without depth, 2022, 2023, 2023, 2024 could be more difficult.
We have to profit of the strong expansion top line to increase our footprint, change gear and switch from the 4th to 5th accelerate And speed up. I hope to have been very clear on that.
Yes, that's very helpful. Thank you.
Thank you. The next question comes from the line of Laurent Wyatt from Barclays. Please go ahead.
Good morning, Eric and Luca. Thanks very much for the questions. 3 from me, if that's okay. You mentioned in your statement that you've got confidence in the consumption trends in the U. S, and you believe that they are structural.
I suppose we're still quite early in the recovery of the pandemic, and we were just wondering what's the reason why you can say that these trends are structural at this stage. Secondly, there's been a number of U. S. States that have opened the on trade relatively fully. Just wondering what impact That has had on the off trade consumption and any data you can share with us from those states in particular.
And then finally, one for Luca. Historically, Remi has given cash back to shareholders largely through dividends and special dividends. And today, you've moved towards doing a share buyback. I was just wondering what the reasons behind that were. Thank you very much.
Okay. I'll take the first two ones. Thank you for the questions, by the way. And I start by the second one To then illustrate with the rest of the questions, you were asking us about on trade Progressive recovery, do we already get some insights? And what is the potential impact also on off trade?
So On trade is indeed recovering in the U. S. It's now already a fact, And it does have an impact on off trade. Now what we see is clearly that the new normal is off trade being much stronger Than what it was before. First, we do not anticipate 100% recovery of on trade before maybe 1 or 2 years.
There might be 20% to 30% Of on trade accounts that will not reopen immediately, there have been bankruptcies unfortunately and the landscape has changed. But second, the off trade consumption remains very high and much higher than pre COVID even though We see on trade reopening. And in the states where on trade has clearly reopened, we see off trade resisting very well. If you take a brand like Cointreau, which is very interesting because it's Very On Trade is the most on trade brand in our portfolio, 55% of the business pre COVID. You see Quatro decreasing week after week between 15% to 20% in off trade.
This is what the Nielsen figures give us. But it's still 3 digit percent higher than pre COVID. So we are quite confident, and this leads to the answer to your first Question that the off trade consumption being more than pre COVID is a long lasting trend. Why is that? First, we believe that people have discovered the pleasure and the beauty of welcoming at home, Having events at home, probably more than in the past, and we believe that this is going to last in many countries where it was not at all an habit.
And this consumption at home on top of that is clearly more driven than it was towards mixology as well. Mixology was probably seen Complicated. The familiarity has grown with COVID, where people had more time to be educated, much more time to spend on mixology. So this is the first point. The second trend is up trading trend.
And as I said, this is a trend that Was pre existing COVID drinking less but better is clearly, we believe, a very in-depth Trends that is going to last and that is even reinforced and accelerated with COVID where people care more about the quality of what they drink and about their health. And this is why we strongly believe in our value strategy, of course. Up trading will last. Of course, there have been some temporary push to the up trading with the subsidies I mentioned and I referred to, for instance. But it's also linked to very strong insights That we believe are long lasting.
And don't forget that thanks to COVID, I don't like to put it this way, but with COVID, We have managed to grow the familiarity of our brands as well, of the up trading brands, of the brands of the up trade. And cognac is the perfect up trade In the spirit, because we discover the beauty of digital training, for instance, which we never did before. When you train and when you do testing sessions, they were done for 20, 30, 40 people. Now we can enlarge the people the number of people we train on our brands and we can gain in familiarity. Same with the growth of e commerce, which is clearly a long lasting one as well.
I would even say that e commerce was not a topic before COVID. It has now become a priority for all stakeholders. This by itself is going to make e commerce a long lasting trend because everybody is investing behind it. And e commerce is a fantastic opportunity for the high end brands because the visibility is equal To the volume brands, while if you go to the physical stores, of course, we are present in less stores. So it increases our relative visibility.
And this also is going to keep the trends up. The last trend is the trends towards, as we said, CSR concern, I don't think I need to elaborate here, but clearly COVID has accelerated a trend which was also pre existing COVID. And we see it ourselves. Again, myself, I was not 100% self assured when we decided to remove the gift box of the SOP last year. But in fact, it's a very fast growing SKU.
The year we remove the box, I don't think this could have happened 5 years ago. And I think it's opening opportunities in the coming years for the planet, of course, but also for us if you look at our gross margin, for instance.
So concerning regarding your third question, dividend versus XERBABLEC. So Let me say that dividend of this year is an historical eye because the dividend for the Remy Cointreau Group is Before all, something that need to last. So we are talking more about the ordinary dividend. Last year was decreased to €1 Historically, it was between the highest €1.65 This year, there is an increase of €0.20 per share To reach a payout, which is more than 60%. So it is built inside a continuity and increase, so giving A liquid and cash return to shareholders.
In terms of share buyback, Historically, since I was named in July 2013, this is the 4th one. So we have done before. In end of 2013, August 2017 to August 2018, it was always between 1%, 2%, 2.5%. So it is not something very new technically. What is new that now it is not a defensive act.
It is an act of confidence. We believe in our future. We think there's a great deal for all the shareholders to buy our share now, Now that our AO ratio is underestimated because 20% is not strong enough with the cost of debt of 1.01%. In terms of weighted average cost of capital of the company, our AVA needs to increase because we have to increase a bit the leverage. And this opportunity, apart from increasing the organic capabilities, strategic ODDV and strategic CapEx For the Continental Group, this is a strong one.
At the price of today, the share, we do not think that we are overvalued. We think that there is A large amount of increase of our share. So we believe we can improve the return to our global shareholders Buying our shares at €117, yes, yes. We believe firmly that it is not the end. It can be higher.
The low AII ratio, as explained, so the balance sheet is very, very sound. As we said, that is 1,000,000 share. If you consider the amount Today, the estimated impact everything equals to next year, it's an increase of 0.4 of the AI ratio. It still remains Quite low, very low, I can say. In terms of the three reasons, the most important are The first two that I highlighted.
The first one, cancellation buying cancellation of share to increase also the earnings per share. Clearly, there will be EUR 0.06, EUR 0.07, EUR 0.08 accretive impact on an all year basis because then when you start something, you have to consider this product invoice for the number of share, but it is something which is accretive for everybody. And it is giving back Value to all shareholders. Last but not least, we have also to buy share to fuel our long term incentive plan programs For the key managers and key employees of the group, Because this long term journey 10 year needs also to be considered something which we are measured for. So Eric and myself or the executive member are also measured about the organization of this plan.
And there's a tangible impact in our long term incentive plan, and we need to prepare for to have the share to face that Because we are very confident to be able to deliver that in following and not a straight line Journey, but achieving the target we promised. Once again, we firmly believe it's a good deal.
Thank you very much. And just a follow-up on a few of the things you said, particularly in relation to the first question with the On increasing gross margin, the focus on consumers caring a lot more about the health their health and what they drink And your focus on ESG metrics, is there a place in the Remy Quanta portfolio for a nonalcoholic spirit? We would assume that some of the Gross margins that your competitors achieve on those products are fairly high. Would that be something you would consider?
No, at least not yet. The way we look at drinking less but better and less alcohol is really for us drinking less but better, Less volumes, better quality. We are not looking for volumes as such and we don't look at replacing, Let's say, volume by non alcohol volumes, plus we believe that this For our existing brands, for instance, would not make sense. So we're not looking at it. But low ABV is clearly an area that we're looking at, Especially for some of our brands, no alcohol is not a topic today.
Excellent. Thank you very much.
Thank you. Before moving to the next question, I would like to kindly ask to the participants to limit their Questions to a maximum of 2 per person. Thank you. So the next question comes from the line of Trevor Stirling from Bernstein. Please go ahead.
Erik and Luca. Two questions on my side. So the first one, Erik, returning to the U. S, The Q, we've had an exceptional increase in the cognac category in the bubble for Remy Martin brands in the U. S.
Going forward from here, Is there a right way to think about it to think we've had that gain and now we grow from a new base? Or is there a more gain And I suppose you have that linked into you mentioned that off trade Nielsen down about 15%, 20% from Quantrill, But previous benefit from the on trade reopening, should we think about net positive over the next few months in terms of underlying demand, I guess, with both Kvaerzol and for Remi MacTel? And the second question then, and I think through about supply, again, we've had a massive increase in demand in the U. S. Is supply there Keep that going forward, and we need more pricing in order to manage supply to make protect those inventories.
Thank you. I could reply in 2 hours. I'll try to make it short. It's good questions indeed. On the number one question in the U.
S, I'll so yes, you can expect So there is sell out and there is sell in. You can expect positive net positive growth. When it comes to sell out, we believe that the new normal still allows for growth, probably In the low single digit, when I'm talking depletions here, low single digit growth overall. And we believe that With our positioning, we can achieve more than this low single digit growth in the coming years. Don't forget that the cognac category only grew from 5% to 6% of the total volumes in the U.
S. Compared to 12% for Takeda for instance. So there is still room for growth definitely and the growth will come So with the means we put behind our brands as well, we have never invested that much in the U. S. Behind the awareness and the desirability of our brands.
So we are confident in our To keep growing the brand in the U. S. For sure. Same applies clearly to Cointreau, Especially with the growth of mixology and at home consumption. Don't forget also we have some opportunities with the reopening of on trade.
17/38, for instance, pre COVID was only 10% on trade. And its awareness has grown and we are Heavily investing behind it, which will open opportunities also in on trade for 1738. In other words, we are quite confident in the prospects in the In the U. S, whether it's a short term or medium term. And if you look at sell in, we are even more confident if you look at short term.
We ended the year at very low stock levels. The comparables of last year are very small. So we strongly believe in a very strong sell in in the 1st 6 months, catching up also. As to your second question, which is about pricing and management of the supply, if my understanding is correct, Secularly relevant for the U. S.
Indeed as a question. First, we are happy Not to realize of BS volumes today clearly. And as we said over the past 6 or 7 years, I recall, when I was the Head of the House of Remy Martin, I kept repeating that cognac is a value game. We are lucky to be in a business Where the offer is potentially less than demand. This is for me, I believe, a fact in the long run.
Now I believe we are well positioned in this context of tension in the sourcing with our value strategy, Which aims at doing more value and more value than volume, which does not mean no volume as you saw this year. And I believe that we still with the level of stocks we have, we can afford the strategy and the vision we have shared, Which is for cognacs, I remind you, a 2%, 3% volume growth overall, but a 6% to 8% value growth, Which leads to me to the answer on the to answer to you on the pricing topic. Clearly, we have gained pricing power And we'll gain also mix power. So for me, the improvement of the sales beyond volumes will come from an improvement of the mix. The growth of 1738 Club in China, which are the intermediates and XO, which is a spearhead of the strategy as well In the future, will help us grow the value and VSOP will grow less, But we can afford this growth on the intermediates and we can afford maintaining the volumes of VSP, which is very important for us to fuel the growth with means to support our brands.
And lastly, the name of the game, so sometimes I'm asked whether we can finance Our stocks and our BFR and for me, the main challenge is not there. With our results, yes, we can. The question is more, Can we afford the sourcing of our strategy? The answer is yes. And because of our strategy, which is driven by value And also because of our leadership positioning in Petit and Grand Champagne and our long lasting, very long lasting, we were pioneer The relationship with the wine growers.
Thank you very much, Eric.
Thank you. The next question comes from the line of Simon Hales from Citi. Please go ahead.
Thank you. Good morning, Mark, Eric and Luca. 2 as well for me then, please.
Eric, I wonder if you could just talk
a little bit more about the scale of step up in strategic investment we should be thinking about In fiscal 2022, maybe sort of share a bit more as to where that step of investment will be going, how it will be split between Specific brand investments and maybe how much of it is sort of the pull forward perhaps with investments in boutiques route to market initiatives, which perhaps you had planned initially for later years. And then secondly, just coming back to your comments around A strong start to the New Year and your sell in commentary in the U. S. Are you able to share with us where you are now in terms of wholesaler levels in the U. S?
Think at the end of March, we were talking about 1 month's worth of inventory sort of broadly in the trade channel. Where are we now?
Okay. I'll take the first one and let's see who takes the second one, Luca. But anyway, the first one, strategic investments, we are not going to disclose the figures, Of course, but as you have understood, we are determined to accelerate because we can afford it. And this is why we speak of a muted COAP margin for the year to come. So I will answer more on the what does it consist of, Which I believe is very important indeed to understand.
And before I say what it consists of, I think I will more insist on indeed on which brands are we going to invest. As I said, we have Created 3 groups of brands with a clear set of priorities. One group is the global priority brands. These global priority brands Our priority in terms of investment because they are accretive and because they have a great growth potential. So We are going to spend more than before, and we are going to be more focused on our spending on top of that, which will increase even more sharply The support and the investment behind our global priority brands, to name a few of them, obviously Remy Martin and Withres for sure.
But a brand like Cointreau, which is below $50 is now a global priority brand, thanks to its very accretive margin and its potential of growth. Same for the brand, Botanist or the whiskeys, for instance. So this is it for the brands. So the global priority brands will be the number one priority. What are we going to invest behind?
The big share will be on A and Ps this year. Why is that? Because we have a challenge, which is an opportunity in fact, on awareness And desirability. Many of our brands are Jewels, but they lack awareness in many of their key markets. And this is partially because with this portfolio management we are implementing, we strongly believe now in the growth potential of Those global priority brands and we know that first we need to unlock the awareness.
This is basic, but we know it works. 2nd is we are going also to spend on OpEx to a lesser extent than on A and P behind our four priorities. This is why They have been highlighted. This is why they have been shared at group level and this is why they are for every single business unit The central piece of their strategy. These four priorities will drive us to spend more, particularly this year behind Two topics, 3 topics.
Number 1 topic is commercial excellence. As you've seen, we are launching a project. The idea is really to have an experience in the field that is aligned with the quality of the products and also to go from a cognac Almost solely portfolio management to a broader portfolio management, which requires skills. There is a way of selling the Remy Cointreau portfolio, so something we're working very proactively on. Why am I saying it's investment?
Because it's also about Upgrading teams, reinforcing commercial teams, which is now probably more than before a focus as much as the upstream has been in the past And you still, but now it's more balanced. The number 2 topic we are going to invest heavily behind is, as you said, direct to client. And direct to client is 3 things. 1 is e commerce. You will see soon some MONO Brand eBoutiques openings.
We're very proud of it. It's a breakthrough in the industry and It's something that is going to scale up in the coming months years at Remy Cointreau. It's only the visible part of the iceberg because E commerce is a full ecosystem that we are addressing tailor made by brand. But so clearly, e commerce, CRM, we are going to scale up there. And as you said as well, retail and direct to client sales through our PCDs.
But we are not crazy either. The latter part, retail and PCDs or PCX is very relevant for Louis, much less for a brand like Cointreau. So again, don't take it at group level. It is tailor made by brand depending on where they stand and what their business model is. And the 3rd topic we are going to invest behind is obviously CSR.
I'm not going to disclose, but In the 10 year plan, we have tens of millions of investment planned behind CSR topics, some of it being accretive by the way as we just said. But it's accretive anyway more and more because it is now a criteria of choice for our clients. So it is not only something that we have in our genes, but it's also something that matters to our clients. Faiz, Luca, you want to comment?
Yes, I can take the mic on 2, 3 points. So first of all, to avoid any ambiguity, to follow-up at the end of the question of Trevor, that is important for everybody, To avoid any ambiguity, we increased prices in 2021, 2021. So in February, we increased prices. So we delayed for a typical reason in the 1st October 2021. The pricing power is there, has been a factor.
So when we I said we Great expectation of gross margin, accretive journey also in 2021, 2022 will be fed by the mix, Geographical brands, but on top compared to 20 20 1, 2021, an additional pricing effect Because you compound the second half of the year, October 2020 price increase and what we have just factored everywhere in the world. So higher for cognac, a little bit lower, low single digit, low to mid for the Lycos and Spirits. In terms of level of stock, Now as far as we speak. When we talk end of April, we said something which has not changed dramatically because The result in terms of financial out in some countries like U. S.
Has been even better than expected. Clearly, if you consider U. S, you can say that 1 week or 2 week, you are starting to have been negative because we The huge mountains in terms of comp. But if you compare to 2 years ago and what we expect and this expectation, we are running better. So what does it mean?
In the U. S, level of inventory at this stage, as far as I speak, is still low. We will normalize, as I said, between Q1 and Q2 more at the end of September. And this is So we are around 1 month for Eastern for SOP, a few days for 7,038, Only a few days. If you dig in the Nielsen and this the Certiadio, which is decreasing, if you do that out of that, it is different.
So as expected, the level is down compared to December and we will regain to be back 2 months of the new normal, which is higher Also compared to the expectation between end of Q1 and Q2 all along the summer. In China, as said, sell in and sell out are pretty much aligned already. So our level of inventories remains very healthy, No major switch to be estimated. And in the rest of the world, travel retail, apart from Hainan, is It's very complicated. It's not solved.
It is something that they will be back. It would be really accretive in terms of geographical Impact to our figures, but today, it's still quite slipping. And Europe, we have done the brand and the teams have done On the field, a good job to try to normalize the stock considering the huge pandemic Fact on Europe, in which the on trade, most in the southern part of Africa, it's very strong. So now in terms of sell in, Being the stock level very, very low can be only some positive surprise. So I repeat, stock level Still low in the U.
S. As far as I speak. Correct, right one in China. Europe, We might have some positive impact on selling because the stock were very, very low. Rest of the world, Travel Retailer, Rest of Asia that I forgot before, Still very, very complicated.
So another year of huge positive news and Some also still negative performance. In terms of scale Of I and P, that was also your question. 1st level of 2021, 2022 to reach this Mid teen organic operating profit increase, I say operating profit organically, Top line being ex, the A and P will be grow much faster than top line. OpEx We'll be to grow lower, to be split between some problem for the strategic Part that we've increased, commercial excellence, ecom, CRM and CSR initiatives. But overall, Being the other part of the remaining running cost growing very, very, very low and gaining the EUR 10,000,000 Forever, the economy, as already said, makes that the aggregate of OpEx in 2021, 2022 will grow lower the top line.
So if top line is X, you have gross margin, which is much faster than X of the top line. AMP, Faster than top line, OpEx lower than top line and as I said organically, Quite a symmetry between the absolute value evolution between organic COP and operating profit and organic sales. I hope this is very clear with an year of 2 halves.
Perfect. Thank you.
Thank you. The next question comes from the line of I've
got two questions, please. First of all, on China, we stand not on the U. On Slide 29, you mentioned a strong demand for single malt scotch in Greater China, led by younger generation. I was just wondering if you think it's the same drug indication as Val for cognac. If you see this as a threat for cognac in the long term Or is it actually potentially complementary?
And secondly, you talked about not actually Marc actually, you talked about Earlier during the presentation, and I've seen I've read that the weather hasn't been great at the moment in cognac, Including some period of cost. I was just wondering if it could lead to a lower supply of young eaux de vie in the short term. And also, What kind of measures do you take to support your wine growers? Thank you.
Thank you. So question 1 on China. Indeed, single malts are booming, and we take our share With the Boukla Du Whiskies and by the way, this is accelerated also by e commerce, which is accelerating the trend. Is it a threat for cognacs? It's early to say.
I don't believe so. I think that We shall never forget that the international spirits account for only 1.5% of the total spirits consumed In China, so the opportunity remains massive, including for cognac as again, it's on we are talking only of 1.5%. So I think The rise of the whiskies can also contribute to increase the share of the international spirits in China. 2nd, I think with the COVID, there's a trend that emerged, which is and it was also pre COVID driven by A lot of government incentives, but of spending the Chinese to spend more in China than abroad. I think it's an opportunity for us being Community good as well.
So clearly, we see also an opportunity there to do more in China including for our cognacs. So I don't see it as a threat. I see a complementarity, an opportunity to increase the share of the international spirits. As to the terroir and notably the vineyards in cognac and the Frost. So first, cognac was less hit than some other regions in France particularly.
There has been an impact. There has been an impact, which if you take our domains has been quite limited to 15% still though Activity per hectare also has been very good or is expected to be very good. So the impact should not be so material. Plus, we have the climate reserve that we can use and that will compensate for it. And here, I'm speaking for the region.
Now, Of course, the impact varies a lot from one crew to another. So it's difficult to tell you at a regional level. But the impact is less Than the climate difficulties we had in 2017, for instance. And again, we have the climate reserve now. So we are not so much Worried there.
And as to your question, how do we support our wine growers? I wouldn't say that any way it is linked Purely and only to 1 season or 1 yearly happening, it's really a long term partnership. I think We support them in many ways. We support them in accompanying them on the route to Tenability, of course, and we really support them not only financially, but also with the means we can put at their disposal. But we also support them with long term contracts, long term commitments.
We support them in many ways in the field as well, Especially when the first happened, by the way, our teams were with our wine growers. We are winegrowing ourselves. So I would say that it's not purely linked to what happened this year. It's something that is more in-depth. That probably, by the way, dates back to 53 years ago when We started the partnership with the wine growers.
Thank you. The next Question comes from the line of Richard Wissingen from Kepler Cheuvreux. Please go ahead.
Yes. Good morning all. Thanks for the questions. I have 2, please. First of all, Erik, I just wanted to ask you a bit more on the commercial excellence program that you're launching.
Can you talk a bit where you are now in terms of providing the right tools for the sales force and what are some of the key initiatives you are putting through in that commercial excellence improvement. And then the second question I have is Contro is available in glass bottles. But do you have any plans to introduce other That are more suitable for other occasions, for example, a ready to drink margarita cocktail, would that be a possibility?
Okay. I have 2 questions. 1, we are so as you may recall, we launched We shared the plan a year ago, and we hired our Commercial Excellence Project Director only at the beginning of the year in January. Once we had designed the project, its scope and she spent the past 5 months now Working on who to partner with, what our top priorities are and where Do we want to implement them by priority? So what we've done over the past 5 years is we have designed the road map.
We have chosen the partners. We have hired the right teams in the markets. For instance, we have a new Chief Commercial Officer in the U. S, which is obviously a strategic market for us to succeed this portfolio management and commercial excellence. So every Thing, whether it's organization, whether it's dedicated team, we kicked off officially the project 1.5 months ago.
Everything is in place now and we are in the first phase, which is the diagnostic phase, which is going to take us to end of July end of June, sorry, Which is going to help us benchmark, 1st, our activities worldwide, but also highlight the 4 to 5 priorities we need to work on. And of course, we are not going to disclose more, but we already have A view on this, we are in the process now of refining them. It can go up to from up to Improving the compensation of the sales staff to make it more aligned with the portfolio management we want to implement to, as you said, providing the right tools to the team Knowing that until not so long ago, we had no real portfolio management. This is going to be implemented with quick wins Starting in August September with some key markets which have been prioritized and Which are used as the I forgot how you said in English, but the POC proof of concept, which are the U. S.
And the U. K. More particularly. And it will start becoming being very tangible in terms of And implementation with starting with the quick wins in August September. And there was a second question, sorry, which is a Quattro.
We have a glass bottle and Do we consider other formats and other ways? And you mentioned more particularly ready to drink margarita. So first, thank you to This Margarita, by the way, we have an interesting campaign going on Margarita. Not campaign, by the way, but it's something that is Trading is what tequila do you need for your Cointreau Margarita because the original Margarita was made with Cointreau. So clearly, this is very interesting for us cocktail that we are going to keep pushing.
Is ready to drink an opportunity for Cointreau, I don't want to say no today. I just don't want to isolate it as a topic. So we have launched an overview of, Let's say project and product innovation at Cointreau. And I'm not going to disclose, but we have a view on this Another potential actually innovation drivers that could help us leverage the brand. And this We'll be on air when it will be on air.
And at that time, I'd be happy to tell more.
All right. Great, Derek. Thank you.
Thank you. The next question comes from the line of Itauir Mondi from Jefferies. Please go ahead.
Good morning, everyone. Thanks for the presentation. Two questions, please. The first is coming back to Mitch's question just around the sort of shape of Fiscal 2022, I think you're talking about mid teens organic sales, better gross margins, strong increase in A and P but a muted Cop margin, is that needed COP margin take into account the €16,000,000 to €20,000,000 of adverse FX that you're guiding to, I. E, Your organic growth would probably be quite a bit ahead of your organic EBIT growth would probably be quite a bit ahead of your organic revenue growth?
That's the first question. And the second question is really around cognac in the U. S. Has done incredibly well, gone from 5% to 6% overall for its consumption. Have you noticed any seismic shifts in how people are consuming it between either sipping or long drinks or cocktails?
And any color you can share with us to Olav.
Start with the first one. Thank you for your question. No, Operating margin, so it's considered without taking into account the scope and the FX impact. So We didn't guide it in terms of top line. We are saying that the COP margin And organic view will be around increase of will be muted because this absolute value evolution will be in the mid teens.
And on top, if you want to estimate the published level of the operating profit, you have to include The ForEx impact, the scope impact that incidentally for 2021, 2022 are negative, could have been positive. So The muted COP is at organic level, meaning that at this stage, considering the assumption in terms of the organic profile, In terms of FX and scope will be negative. The published margin in terms of operating profit in Publish way will be decreasing next year, but it's not the way we manage the company. We manage the company in terms of Organic evolution. The organic will be fed by the gross margin evolution, strong growth of top line, A very strong increase of this gross margin accretive in A and P and increase in strategic OpEx, but overall OpEx will be Lower than the growth in the top line, so there was a deleverage, so it will be positive.
And as a result, the operating profit margin, Organically speaking, before any ForEx and scope will be muted, will be more or less flattish. But it's not in absolute value. In absolute value, it will be a strong year of growth. But into the same year, you grow the same faster more or less Even if very, very strong top line and bottom line, your marginality, your profitability is not moving In a year base, if you take into account 2 years together and you say that a 10 year plan Can be divided by 10. This year, EUR 240,000,000 even if you consider next year, it is 0 plus 10 basis, EUR 110,000,000, It is more than 100 were achieved per year in the 1st 2 years of the plan.
It is clear.
Hi, Sumit. I'll switch to the second question, which is about the way People drink our cognac. So it's a question that is not too And easy to answer at once, but what I can say is first, as you have understood, cognac increased its penetration From I said from 5% to 6% of total spirits, but it's from 22% to 27% of the high end spirits. So Quite an interesting gain of market share. What we see is that we are recruiting.
We are
recruiting from
high end spirits and we are recruiting from uptrade. This clearly leads and drives towards more ways of drinking our cognacs, All the more so, as cognac is gaining familiarity, people had more time to be educated on our cognacs. I would say that we see more cocktails than we used to, especially for VSOP and 1738, Of course, not to the expense not at the expense of the neat or on ice drinks Or even long drinks, but we see some more cocktails, which is very interesting for us because it's aspirational as a drink And it's a potential should be a driver also for on trade recovery.
Great. Thank you.
Thank you. The next question comes from the line of Chris Pitcher from Redburn. Please go ahead.
Thank you very much. Apologies if this has been asked. My phone line cut out briefly. But in terms of lead place, could you give us a feel for So where volumes of sales are versus pre COVID levels in the U. S.
And China. And just in terms of how the cost structure of that business is evolving as you take on a more sort of luxury goods model with the private client directors. When would you expect to get back to sort of previous levels? And then second question on travel retail. Have you done the work to try and work out how much of your demand has shifted from the travel retail to the domestic channel, particularly in the U.
S. And China. And on a like for like basis, is that good or bad for profitability? Thanks.
Okay. I will start with the second one, Chris. So let's talk a little bit about profit and loss theoretical model pre COVID and what you can expect For the next 2, 3 years at least, if not even longer maybe. The profit and loss Of the strategic journey, which is accelerated by the pandemic, but was already designed that way, We'll be we'll never be at the same level what it used to be. We'll be clearly accretive in gross margin, as you know, 72% and in bottom line, 33%.
But what's between This with 72 and 33, this 39 points will be compared to the pre COVID levels More A and P because one of the key words is to improve, Increase absolute value and also in profitability, Lycos and Spirits division, giving size because the first issue of these Brands, not cognac brands is the size, so we have to invest in the short term and then to stabilize. But overall, in the next future year, To modelize more A and P, I will not disclose the exact figure. We have it. But it will be more, More NPE, also more than today. But given the fact that this strategy will be highly Credit in gross margin because of the pricing power, but also because of the brand mix, because every time you switch From in a given brands, on a weighted average of the group, if you increase Cuentro or cognac, you are giving back To the shareholders in terms of gross margin, we need to invest much more than the White Tiger of the Group.
This part will be invested to improve our performance in terms of scale, So top line, and we automatically translate in the reduction of the OpEx Because apart from the strategic levels, commercial excellence, e commerce, CSR, new working, IT, Retail, which are important, but the main part of our OpEx It's already designed in terms of dorsal system to support much more turnover. So we will deliver synergies on the running costs, feeding the bottom line. If you compare Pre COVID, much more gross margin, much more profit, increase of NMP and the drastic progressive reduction of global OpEx.
So more specific question on the model for LOUIS Tres, because the luxury goods model isn't driven by A and P, per se, it's much more of a fixed cost driven business, driven by people costs, store costs and the like. And it's whether how that impacts New Players' unit profitability. So I get the A and P point. It was more about New Players' profitability.
Well, there is an impact for sure. It's more fixed costs with the business model we aim at for retrace. Having said that, we will get the benefit of the gross margin as well. The more we integrate the business, the less layers. So overall, it's profitable and for all we trace, if you look at it, let's say, medium term.
But for sure, it starts with some fixed costs that we believe Good Tres can clearly afford given its Gross margin levels and the fact that it is going to improve the gross margin.
Already today, in gross margin of EXO Plus product, including with Trez is far higher than 72, which is the target for the group level at 10 years. And commercial excellence, direct to client will improve this figure even more. So even if we need more costs in terms of A and P or fixed costs or CapEx to open new operations, Gross margin is really, really, really accretive.
And you had a question on travel retail, Whether the business transfer to domestic, so first, we lost if Travel Itel had done the same business than pre COVID, we would have grown 10%. So have we recovered this 10%, no, and I believe it's an opportunity in the future. It doesn't mean we have not recovered at all any part of this business. I think we should distinguish here the very high end and the gifting business and the more commodity Business, so clearly Club 1738 and VSP, which are more commodity, where we could take over some of the business, A good share of it in domestic, much more than for the high end gifting occasional business. Now you also asked about the profitability.
The net net profitability After tax of e commerce is, of course, of GTI is, of course, very good. There is one A big change big driver of what happened in Travel Retail this year is Hainan. And we cannot ignore Hainan, especially in a context Where we know that more and more business is going to Made in China. So clearly, we have recovered some of the business In Hainan as well for the Chinese clients, where as you know from July 2020 onwards, The tax free business has been extended to wine and spirits. So it's still quite new, quite recent, But it's definitely an opportunity for us.
That is in fact at the same time travel retail And domestic Hainan is also an island where you have 5,000,000 people living and where you have duty free and duty paid, which is why pricing It's a critical matter, but which is also why GTI is an opportunity that resonates with domestic market.
Thank you. And just trying to clarify, Wantsco. The other question is how much is Louis Tread down on pre COVID level to try understand how much of your gross margin recovery is and Louis Cliffs recovery as the oil and trade and travel picks up.
I'm not going to share, but I'm going to repeat what I said. In fact, a year ago, just when we started entering in the pandemic, I was at that time convinced that Vouitrais would be more hit Than the entry price brands because it is also driven by very high end on trade that closed. But I am also convinced and this is what we witnessed that Onry Trade will be also a brand that would recover quickly once Onry Trade reopens.
Thank you very much. Thank
you. There are still a few questions in the queue, but unfortunately, we are now at the end of this conference. We apologize for note taking all of them. I'll now hand the call back to our speakers for any closing remarks. Thank you.
Yes. Well, just three points to conclude. First, thank you very much. Thank you for your attention. Sorry for the questions we couldn't take.
I hope next time we'd be able to travel to London for instance also to meet some of you and to have a proper discussion which is always fruitful. I would like to Reiterate 3 messages, which I believe are clearly the expression of where we stand today. First, we reiterate our confidence for 2021, 2022. We are very confident in our ability to grow sales and to grow them quickly. 2nd, 2021, 2022 will be a strong year of growth, but as you have understood, Also a very strong year of investment.
And third, we are well on track to achieve 2,030 vision and we even believe that the
accelerated investments of this year comfort our ability
to achieve the 2,030 Of this year comfort our ability to achieve the 2,030 vision. Thank you very much in the name of the team and looking forward Speaking to you soon.
Thank you. Thank you. Bye bye. Bye.