The cognac house has unveiled a first Web3 project in collaboration with the American singer.
Usher x Rémy Martin 1738: A Taste of Passion
For its first steps in the world of Non Fungible Tokens, Rémy Martin is counting on a sure bet and has offered the services of Usher, with whom the brand has been collaborating for ten years.
Here, the artist was asked to describe the Rémy Martin 1738 Accord Royal vintage – characterized by notes of toast, vanilla and brioche – using his own musical vocabulary. This information was then fed to an artificial intelligence that generated a new work of art that was presented in a series of NFTs and on an exclusive Usher x Rémy Martin 1738 Accord Royal bottle.
Presented as a limited edition, this project includes the marketing of 25 NFTs that can be exchanged in mid-October for a bottle of the wine, numbered and signed by Usher. 25 additional bottles will be reserved for the artist and his team.
In addition to the digital artwork and its physical alter-ego, the initiative will also allow holders to enjoy an immersive experience – including a tasting session – in Las Vegas, where the singer is holding a residency this year on the occasion of the 25th anniversary of the release of his album “My Way.”
The 25 NFTs will go on sale on July 29 on BlockBar, an NFT marketplace specialized in the wine and spirits sector and which notably accompanied Hennessy earlier this year on the launch of a drop at more than 26,000 dollars.
This campaign “Usher x Rémy Martin 1738: A Taste of Passion” – designed by the New York agency Fred & Farid – comes just a few days after the publication of the results of the Rémy-Cointreau group at the end of its first quarter of 2022/2023 – calculated from April to June – and which covers a turnover of 409.9 million euros, with organic growth of +27%.
Over this period, its Cognac division in particular has recorded an estimated increase in turnover of +31.5% while the group is highlighting “sustained demand” for its intermediate and superior quality cognacs on the American market.