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Rémy Cointreau still confident for Cognac in US
Nicolas Beckers, Rémy Cointreau Americas CEO, tells The Spirits Business how he believes partnering with R&B star Usher will boost its Cognac in the US on-trade and bring in new consumers.
Grammy award-winning musician Usher is often referred to as the ‘king of R&B’, with multiple number one singles on the Billboard Hot 100 charts under his belt, alongside platinum-selling albums, and a Super Bowl halftime show that was watched by an estimated 129 million people.
It is this list of accolades that has led Rémy Martin to partner with the star as the official spirit sponsor for the North American leg of his Past, Present, Future North tour, which will in turn open the brand up to a new audience – something that the company’s CEO Beckers says it will look to capitalise on.
While Usher and Rémy Martin are no strangers to collaboration, having previously teamed-up on the brand’s A Taste of Passion and Life is a Melody campaigns, the latest venture between the pair will be the biggest yet, says Beckers.
“I’ll give you an example, we are doing these sweepstakes where Usher fans can win tickets for the concert,” he explains. “We have launched this and done it in a few cities. It has already gained a very high number of entries, so we looked at it and we are in the top 10 entries for marketing sweepstakes at the moment. This shows Usher has a very strong fanbase, and it also means that this fanbase has a strong connection to Rémy Martin and our brand, too.”
Beckers says that Rémy Martin is also hosting VIP fan experiences in major US cities including New York, Los Angeles and Chicago. Titled ‘Life Is A Melody Backstage Experience’, it will give guests behind-the-scenes access to the tour and the chance to taste bespoke cocktails made with Rémy Martin, plus samples of the Cognac itself.
In addition, he adds: “We are also building a big media plan around this tour, and basically in every city where he is having a concert, we are also making some noise to amplify Usher and our partnership – on the radio and billboards and out-of-home advertising.
“We want to drive awareness, and yes, it’s really a full-on activation for us.”
As Usher’s fans become Rémy Martin’s fans, the collaboration is also intended to spark interest in Cognac-based cocktails, an angle that Rémy Cointreau aimed to amplify with VSOP in its most recent sales results for the first quarter (Q1) of 2024-2025, where Cognac dipped from €155.1m (US$168.2) to €135.5m (US$147m).
Together with Usher, the brand has created three signature serves, exclusively for the tour: The Rémy La Pêche Noire, which spotlights Rémy Martin 1738 Accord Royal; The Coming Home which features the XO; and The Rhythm & Ginger which is based on the VSOP expression.
Using three different Rémy Martin expressions, the cocktails are designed to give different tastes, profiles and flavours from within the band’s portfolio, further highlighting the spirit’s versatility.
The cocktails will be available at on-premise locations in tour cities, as well as at venues near the stadiums where Rémy Martin is listed.
On cocktails and their compatibility with Cognac, Beckers believes the spirit can and should be a staple for bartenders. He explains: “Traditionally Cognac is consumed in the US neat, let’s say – but there is a strong potential to develop more business in the on-trade, especially since Cognac is the main ingredient for many classic cocktails such as the Sidecar or the Sazerac.
“With Usher we wanted to showcase that Cognac can be used in many forms and that you can make some very smart and interesting twists to some very traditional cocktails. Showing that Cognac could be a key ingredient for top mixologists, I think that’s something really important.
“I can tell you, La Peche Noir, which is a cocktail like the Sidecar, twisted by Usher, has a peach flavour and in Atalanta, where there is the association with peach, it is really killing it. Every time we put out videos, the demand is very high. People enjoy it and, of course, it’s a great cocktail.”
Cognac interest still strong in US
Despite the recent sales results indicating otherwise, Beckers is still confident that Cognac is a strong category in the US. Expanding on this, he says: “What we can see today is that the category is probably a little bit in decline, but I think it’s more because of some destocking in an environment that is impacted by high interest rate, by intense promotion, and some kind of post-Covid normalisation.
“If you look at the Covid time, Cognac has been booming in the US. A sign that the demand and the enthusiasm for Cognac is really strong in the US market.”
However, Beckers notes that with the growing trend of consumers opting for quality over quantity when drinking, Rémy Martin will look to harness its premium side. He adds: “What we are trying to do is to be, or remain, the most premium Cognac within this category.
“We believe that the consumer overall, in the US, is drinking less, but they are looking for better drinks. And Cognac, in terms of quality, in terms of taste, I think it’s totally answering this demand and this need from the consumer.
“That’s why we are confident that the potential of Cognac, and the potential, especially of our brand and our range, is still very important. We believe that for the long term, there is still a strong interest in premium cocktails and in any premium Cognac such as Rémy Martin. So that’s why we feel that the desirability and the appeal of the brand in the US is still very strong.”
Involving fans by creating a unique moment with Usher will serve to broaden this appeal.
As Beckers says: “He has been invited to Cognac. He came to our maison, and is obviously a Cognac lover. He has the enthusiasm and ability to move people together and create excitement. At the end of the day, when you connect Cognac enthusiasts and music lovers, I think it will create memorable experiences.”
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