Cognac house Rémy Martin has launched a programme that celebrates hip-hop culture in the US and entrepreneurship in the genre’s closely associated cities.
Titled This is My City, the programme is focused on four American cities – Atlanta, Detroit, Chicago and New York – all of which are credited for shaping the genre and its culture.
In honour of the four cities and their contributions to hip-hop, Rémy Martin has released a limited edition collection for its VSOP expression, which comprises four pack designs representative of each area.
The designs and colours of each bottle and pack pay tribute to their city’s landmarks, sports teams and heritage. For instance, Brooklyn Bridge for New York and its iconic blue and orange colours.
Rémy Martin also referenced each city’s role in hip-hop history; New York as its birthplace, Detroit as the home of Motown, Chicago as the home of lyrical legends and Atlanta as a city pushing boundaries.
The This is My City VSOP limited editions are available in select markets (Atlanta, Detroit, Chicago and New York) and from online retailers for US$49.99.
Microgrant initiative
Additionally, Rémy Martin has also rolled out a microgrant initiative in the four cities.
Creatives from each, who have made an impact on their local culture and contribute to their communities through entrepreneurship, will have the chance to receive US$20,000 and one-on-one mentorship from an expert in any creative field; from music to art and culture.
The brand said those selected will be chosen based on their contributions to culture, innovation, and originality, ‘with a focus on work that shapes conversations in their industry and community, pushes boundaries, and displays unique style and authenticity’.
The This is My City Microgrants will be announced in June 2025.
Tonia Mancino, vice-president of luxury brands, Rémy Cointreau Americas, said: “As we celebrate the launch of the VSOP This is My City limited edition collection, we are proud to honour the local talent, culture, and legacies that have shaped these iconic cities and continue to inspire the future.
“Through our microgrant initiative, we are furthering Rémy Martin’s commitment to culture by empowering emerging creatives and supporting the innovation that drives these cities’ cultural evolution.”
The programme will be supported with local events in New York, Atlanta, Detroit and Chicago. The brand will also work once again with fashion designer Jon Stanto to create a collection of exclusive custom merchandise for microgrant recipients and attendees at the local events in each city.
Last year, The Spirits Business spoke to Nicolas Beckers, Rémy Cointreau Americas CEO, on his confidence for Cognac in the US.
In its most recent financial report, Rémy Cointreau said US sales for its Cognac were hampered by inventory adjustments and a high basis of comparison.
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