For these reasons, Williams made an ideal figure for the brand, Beckers said.
“Serena Williams is a female leader in the sport world but not only that, she’s an icon, she’s very inspirational, [and] she has been transcending the sport category,” Beckers said. “And we believe that she also has been able to own this greatness partly because she was supported by her family. She has been famously coached by her father alongside her sister Venus, and this tradition of passing knowledge generation to generation and commitment to excellence she had in her career is really is really a good fit for our brand.”
Williams’ charisma has also made her appealing to Michelob Ultra, which she has regularly endorsed. This year, she is among a cast of athletes and actors in the Anheuser-Busch InBev’s brand's “Caddyshack”-themed Super Bowl ad that was released earlier this week.
Beckers did not specifically respond to a question about the brand’s comfort with a star in a quasi-competitor’s ad but noted Williams was the spot's “singular star.” Michelob Ultra representatives were not immediately available for comment.
See the Super Bowl 2023 teasers released so far
“I am honored and excited to be able to work with Rémy Martin, whose core values are so similar to my own personal principles,” Williams said in a Rémy Martin press release. “Rémy Martin is a brand based on generosity, authenticity, and teamwork, all qualities that I have taken great strides to incorporate in my life and my career. Together, we’re incredibly excited to inspire others with ‘Inch by Inch’ and team up in pursuit of excellence, which is a message that has always resonated with me and I'm sure will resonate with viewers nationwide.”
Cognac may not yet be a Super Bowl party staple but Rémy Martin has been riding high lately, driven by the premiumization trend, and the pandemic, as people treated themselves while at home, Beckers said. Patterns have normalized as the pandemic effects faded, but sales of the Rémy Martin brand are still up by double digits since pre-COVID, he added.
“Our focus to continue recruiting, engaging, educating a new consumer and also to encourage them to discover new consumption occasions,” Beckers said.