Rémy Cointreau has lined up the launch of four limited-edition packs for Rémy Martin’s VSOP expression that “pay homage” to selected cities in the US.
The release, which aims to celebrate “vibrant hip-hop cultures” across the country, pays tribute to Atlanta, Chicago, Detroit and New York City. To accompany the launch of the packs, Rémy Martin has also announced its inaugural ‘This is My City Microgrant Initiative’, a regional programme designed to “honour emerging creatives”.
The ‘This is My City’ VSOP set is available for purchase in the off-premise channels of the four cities at an SRP of US$49.99 per 70cl bottle.
The grant programme will award US$20,000 and one-on-one mentorship from “industry experts to emerging creatives” in the cities.
In late 2023, the brand owner admitted it would “execute tactical actions to promote [Rémy Martin] VSOP”. The company said at the time that “although VSOP [is] not our number one priority over the long run [in the US], we must take tactical measures on volumes in the short term.”
