Believe it or not, Usher’s second studio album My Way is set to turn 25 in September of this year, and while that may be a staggering milestone, it’s also a cause for celebration.
Rémy Martin wants you to say cheers with some fine French cognac, and the company partnered with the Grammy-winning R&B legend on a limited edition bottle that will make you go “yeah, yeah, yeah!”
“For nearly 300 years, excellence has been at the core of Rémy Martin, and through this partnership, we’ve reached an incredible milestone, where we see brilliance breakthrough at the intersection of art, fine cognac, and technology,” says Amaury Vinclet, Global Executive Director of Rémy Martin. “As a brand that has been a long-time collaborator with Usher and shares the same values, we are proud to have him launch the first limited-edition bottle design for Rémy Martin 1738 Accord Royal.”
Usher and Rémy Martin began working together more than a decade ago when the French company partnered on his OMG World Tour.
This latest campaign, dubbed Usher x Rémy Martin 1738: A Taste of Passion, pairs the a special bottle of Rémy Martin 1738 Accord Royal with an NFT to create an immersive, artistic experience. Only 50 of these unique bottles will ever be made.
Titled Usher x 1738 A.I. Powered, the bottle boasts a modern design filled with smooth cognac and tasting notes of toasted bread, vanilla and brioche.
The artwork featured on the bottle was created using A.I. technology. Usher’s own words were fed into a program called Generative Adversarial Neural Networks and Contrastive Language-Image Pre-Training. This program turned his words into a colorful, abstract image that captures the feeling of warmth and pleasure the cognac inside has in store.
“I’m an artist at my core, so transforming an abstract sensory experience like taste into something visual really spoke to my creative process,” Usher says. “I leaned into the exemplary Rémy Martin 1738 Accord Royal that flowed through me, and am so impressed by the visuals that came out of the A.I. process. They truly represent the medley of tasting notes captured in the flavor.”
Of the 50 bottles that will make up this limited edition collection, 25 are available to purchase on BlockBar, a direct-to-consumer NFT marketplace for wines and spirits. The bottles will drop at 10 a.m. EST on Friday, July 29, and will be sold on a first come, first serve basis, with a price set at $500 each.
After completing their purchase, buyers will receive an NFT certificate of ownership for the physical bottle. Buyers can keep the NFT, resell it on BlockBar or redeem it for the physical bottle as early as October. The other 25 bottles will go to Usher and his team, making this series even more exclusive.
This new bottle goes hand in hand with the immersive “A Taste of Passion Experience” which will be a part of Usher’s My Way Las Vegas Residency. Presented in partnership with Rémy Martin as a series of afterparties to Usher’s concerts, the experience welcomes guests to enjoy Rémy Martin 1738 Accord Royal cocktails that pay homage to the singer’s greatest hits inside an A.I.-crafted, multi-sensory space.
“This bottle is a first for the spirits industry in how the technology was used,” Vinclet says. “It gives spirits aficionados and Usher fans alike a rare collectible they’ll treasure forever.”
Photography by: Courtesy of Rémy Martin