Rémy Martin Cognac Solidifies Partnership With Usher, Signs on as Exclusive Spirits Sponsor of Upcoming Concert Tour
(Photo: Remy Martin)
Luxury cognac producer Rémy Martin is doubling down on its long-standing relationship with R&B singer Usher as the exclusive spirits partner of his upcoming “Past Present Future” North American tour.
On Wednesday, the French distiller announced a suite of sweepstakes, VIP fan experiences and specialty cocktails to commemorate the occasion. Scheduled from August through November, Usher’s tour will deliver the eight-time Grammy Award winner’s first concerts since his Super Bowl LVIII half-time performance and the release of his 2024 album, “Coming Home.” Incidentally, the tour also coincides with Rémy Martin’s 300th anniversary. Suffice it to say that both parties have much to celebrate.
Playing up the festivities, Rémy Martin will be offering free tickets to the tour through online sweepstakes, which will go live from July 16 to Oct. 31. Select cities will also be home to activations that spotlight Usher-centric cocktails like the Rémy La Pêche Noire, the Rhythm & Ginger and the Coming Home.
“This tour is a celebration of the past, present and future. Teaming up with Rémy Martin, a brand that’s felt like family for more than a decade and has been crafting cognac for 300 years, is the perfect collaboration in bringing the tour to life across the U.S.,” Usher said in a news release. “Together, we honor the legacy of music and cognac, celebrating our shared history while looking forward to an exciting future.”
In years past, the singer has lent his likeness to several high-profile collaborations with the historic cognac maker.
In 2022, Rémy Martin hopped on the then-nascent artificial intelligence trend with the release of “Usher x 1738 A.I. Powered,” a limited-edition NFT bottling featuring psychedelic artwork. In a promo video, Usher was seen speaking tasting notes into a dangling microphone, his words then interpreted via neural networks into the kaleidoscopic design found on each bottle. The expression can still be found online in the range of $1,500.
Usher next collaborated with Rémy Martin on a video campaign titled “Life is a Melody,” in which the singer spun and sang his way across a cognac distillery and music studio. Those hoping to learn more details about his latest collaboration can check out the Rémy Martin website here.
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