Rémy Martin campaign celebrates Lunar New Year
Cognac brand Rémy Martin has debuted The Lunar New Year Family Spirit campaign to honour Asian heritage, and toast the Year of the Rabbit.
Rémy Martin has teamed up with actor and martial artist Lewis Tan; fashion influencer Jessica Wang; Michelin-starred chef Brandon Jew; photographer Kevin Wong; and cultural entrepreneur and producer Danielle Chang, to illustrate how each of their cultures and experiences have shaped their Lunar New Year celebrations and how they individually personify excellence.
Through the campaign, the brand has aimed to showcase the excellence of Rémy Martin XO, and honour the distinct traditions across the generations of families and friends who gather to celebrate the Lunar New Year.
“Rémy Martin celebrates diverse cultures in which rich tradition, values, and voices can be expressed from one generation to the next, while encouraging each individual to express themselves in new ways,” said Tina Reejsinghani, vice president, Rémy Martin Americas.
“With our incredible talent partners, this campaign showcases how Rémy Martin XO is a celebratory staple at the Lunar New Year table. While our family and traditions evolve, a table with Rémy Martin XO allows for friends and family from various cultures to join together to toast to the new year.”
The brand has worked with award-winning Hong Kong born photographer Michelle Watt to create a unique visual narrative that embodies the spirit of the Lunar New Year.
The images feature eight individuals sat around an opulent table-scape, which is a nod to the number eight being lucky in Asian culture.
To commemorate the Year of the Rabbit, Rémy Martin has launched a limited edition XO bottle, which is accentuated with gold foil alongside red and white abstract details.
This intricately designed pattern covers the face of the Rémy Martin XO decanter and is housed inside a rich red coffret that opens to form a fan-like structure.
The limited edition bottle is available for purchase in stores across the US and at online retailers for a RRP US$209.99.
Additionally, the brand will host a series of curated events in San Francisco and New York City in partnership with Danielle Chang.
During these tasting events, the cultural entrepreneur and producer will unveil the Lunar New Year Opulence Revealed Experience, which pays homage to abundance, prosperity, longevity, good fortune, and luck.
Furthermore, Chang has tapped into the number eight to create eight lucky food pairings, which highlight both the significance of the number eight and the opulence of Rémy Martin XO when paired together.
Tickets to the events in both cities are available for purchase on Lucky Rice’s website for US$88, with a portion of ticket proceeds going toward local charitable organisations, The Center for Asian American Media and Welcome to Chinatown.
Together, Rémy Martin and these non-profit organisations aim to highlight the richness and diversity of Asian American culture and offer support for the community and future generations to continue to promote their rich heritage.
From 17 January, a Rémy Martin Lunar New Year Family Spirit Tray kit will also be available on Reserve Bar for RRP US$300.
The kit, which brings the Lunar New Year Opulence Revealed experience to those looking to celebrate at home, includes five festive food pairings, centaur coasters, and a 375ml bottle of Rémy Martin XO.
Last summer, Rémy Martin collaborated with pop star Usher to release an NFT.