Usher x Rémy Martin Bring the Flavor and Passion Behind Cognac to Life

House of Rémy Martin has brought rich flavors to the fine spirits market for centuries, but now for the first time, the brand has brought together the realms of art, cognac, and technology. This collaboration called upon none other than pop icon Usher to bring his creative flair and charismatic way with words to an exclusively designed bottle and NFT.

Usher is an expert at using words to evoke an emotion or feeling through his music, so he brought that same artistic touch to this partnership. By tapping into his musical vocabulary to put words to the experience of tasting Rémy Martin 1738 Accord Royal, he was able to bring the cognac to life. His description was fed through A.I. technology — Generative Adversarial Neural Networks and Contrastive Language Image Pre-Training — and then configured into an original, one-of-a-kind artwork.

This artwork characterizes the design of the limited-edition Usher x Rémy Martin 1738 A.I. Powered bottle, finished with a unique seal celebrating 25 years of Usher’s album My Way. “I’m an artist at my core, so transforming an abstract sensory experience like taste into something visual really spoke to my creative process,” says Usher. “It’s rewarding to see those words translate to real-world artwork that my fans can engage with while bringing taste front-and-center.”

The special black bottles are adorned with abstract art that conveys the warm, spicy feeling that drinking comes along with enjoying a glass of Rémy Martin. 50 bottles were created for this collaboration and 25 are available to purchase on Blockbar.com, the first NFT marketplace for wine and spirits that connects products directly to the consumer.

The Usher x Rémy Martin 1738 A.I. Powered partnership does not just end with the limited-edition NFT, but it extends beyond the bottle and brings a Taste of Passion to audiences in Las Vegas through a real-life activation. The brand will put on a multi-sensory event where attendees can honor the musical legacy of Usher and immerse themselves in the world of Rémy Martin through an assortment of specially-curated cocktails, such as The Rémy Roller, accented by fruity notes and alluring bitters.

Each exclusively created NFT may be purchased for $500 USD, on a first-come-first-serve basis and after purchase, consumers can decide if they want to keep the NFT, resell it on Blockbar, or redeem it for the physical limited-edition bottle in October 2022.