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Rémy Martin targets high-end nightlife

Cognac brand Rémy Martin has released a special design for its XO expression, XO Night, with the intention of making it the ‘go-to’ Cognac for luxury clubbing.

Rémy Martin XO
The minimalist black design aims to position the Cognac as a spirit for night-time celebrations

The fresh look aims to push the Cognac as a spirit for night-time celebrations, to be consumed at high-end clubs, rooftop bars and chic lounges.

Rémy Martin said it wants XO to take on the ‘notion of a night uncapped’, where drinkers choose it to start a night out, rather than as a nightcap.

XO Night comes in a minimalistic, mirrored black decanter that features the XO stamp and Rémy Martin’s signature centaur. The design is described as radiating ‘light from every angle’ and ‘dressed for the party’.

Nicolas Beckers, chief executive officer at Rémy Cointreau Americas, said: “At Rémy Martin, we’re thrilled to unveil our latest venture into the dynamic world of nightlife. With XO Night, we aim to redefine the traditional nightcap and show how a night uncapped with Rémy Martin has endless possibilities.”

“Through innovative rituals and immersive experiences, we’re engaging our consumers in unforgettable ways, inviting them to unlock new ways to enjoy the night.”

The brand will promote XO Night through various activations across the US, in cities known for their dynamic nightlife scenes, such as New York, Los Angeles, Las Vegas, Atlanta, and Miami.

This year marks Rémy Martin’s 300th anniversary and, in January, the brand released a limited edition expression to mark the occasion, priced at US$2,735.

Many producers are moving away from Cognac’s old-fashioned image, giving it a modern makeover to appeal to a younger generation.

Last year, Rémy Martin teamed up with musician Usher on a global campaign.

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