The worlds of fine spirits and music are coming together once again.

This time its Rémy Martin that have collaborated with Usher for a new global campaign. The makers of Cognac Fine Champagne and the Grammy award-winning musical artist for ‘Usher x Rémy Martin 1738: A Taste of Passion’.

The global campaign features a limited-edition bottle and NFT, whose design was inspired by A.I. integrated technology. The new Rémy Martin 1738 Accord Royal bottle entitled “Usher x 1738 A.I. Powered,” features a new-age bottle design and is coupled the debut of “A Taste of Passion Experience”– a multi-sensory, immersive experience that will accompany Usher’s My Way Las Vegas Residency.

Tradition Meets Modernity

This unique partnership brings together tradition, art, fine cognac and technology. Of particular interest is the bottle, which is a first for the spirits industry. The ‘Usher x 1738 A.I. Powered’ limited-edition bottle was created using the artist’s own musical vocabulary describing the Rémy Martin 1738 Accord Royal. Through A.I. technology, his tasting notes were transformed into artwork that adorns the bottle.

Reimagined in black and featuring a special seal that celebrates Usher’s 25th anniversary of My Way, the emblematic 1738 Accord Royal bottle brings Usher’s “Taste of Passion” to life with a design that now aptly embodies the harmony of music, technology and art.

A total of 50 limited-edition bottles were created as part of this latest collaboration. 25 Usher x 1738: A.I. Powered limited-edition bottles will be available to purchase exclusively on BlockBar.com, the world’s first direct-to-consumer NFT marketplace for luxury wines and spirits. The remaining 25 bottles will be gifted to Usher and his team to celebrate the 25th anniversary of My Way.

Each NFT is uniquely marked, and each purchase comes with the option of keeping the NFT, reselling it on BlockBar.com’s marketplace, gifting it, or redeeming it for the physical bottle beginning in October 2022.

Experiential Element

The Usher x Rémy Martin 1738: A Taste of Passion partnership also stretches beyond the bottle. Merging music, technology, art and cognac, these elements will vividly come to life through the launch of “A Taste of Passion Experience” in Las Vegas.

By harnessing A.I. technology to visually articulate the taste of the Usher x 1738 Accord Royal A.I. Powered offering, “A Taste of Passion Experience,” will usher in spirits and music lovers alike, where the brand will host a multi-sensory experience while nodding to Usher’s illustrious career.

This immersive experience is running on select nights from July 15 through October 29, in tandem with Usher’s My Way Las Vegas Residency. To build on the splendour of the evening, attendees will savour an array of Rémy Martin 1738 Accord Royal cocktails specially curated by Rémy Martin and Usher, including The Rémy Roller, brimming with an effervescent blend of Rémy Martin 1738 Accord Royal, aromatic notes of ginger ale and angostura bitters, and finished with a lemon wedge garnish.

(Images: Rémy Martin)