Rémy Martin marks tricentennial with Paris CDG pop-up

Rémy Cointreau Global Travel Retail is celebrating the 300^th anniversary of Rémy Martin Cognac with a pop-up experience at Paris Charles de Gaulle (CDG) airport this month timed to coincide with the Olympic Games Paris 2024.

The activation in Terminal 2E, running from August 1 to September 4, aims to immerse travellers in the cognac brand’s history through virtual reality technology, tastings, and interactive displays. The centrepiece of the event is the launch of the Rémy Martin 300th Anniversary Limited Edition XO, priced at US$230.

Housed in a gold-adorned decanter, this exclusive cognac is the third in a series marking the brand’s milestone. Purchasers of the limited edition can customise their decanter with a personalised neck tag

The VR experience dubbed the “Dream Forward Expedition,” transports visitors on a virtual journey which includes the vineyards of Cognac and the cognac production process as explained by cellar masters, winegrowers and artisans.

Other aspects of the pop-up space include a milestone history wall and an iPad game featuring a customised cocktail recipe.

“Throughout 2024, the House is recognising three centuries of exceptional cognac-making, combining craft and innovation to pass forward to build sustainable exception for the future,” said Rémy Cointreau CEO Global Travel Retail Fida Bou Chabke. “To mark its tricentenary, Rémy Martin is connecting past, present and future with a year of special activities around the theme ‘We Dream Forward’.

“These festivities began in earnest in February, with a Chinese New Year Campaign featuring the XO Dragon limited edition – the first of a special tricentenary collection. This was followed in March, by the release of the second exquisite milestone: the 300th Rémy Martin Anniversary Coupe, which made its debut in global travel retail at a series of exclusive dinners in Hong Kong and Singapore.”

The Rémy Martin Dream Forward Expedition activation is rolling out to other airport locations, including Paris, Dubai, Hong Kong, Macau, Singapore, London and Frankfurt.

Rémy Cointreau GTR’s high-profile tricentennial activations for Remy Martin come at an uncertain time for cognac producers as the French spirit’s two most important markets, the US and China, both face challenging market conditions.