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  1. Production & Strategy
  2. Experiential Marketing, Activations & Sponsorships

Why Rémy Martin Launched a Tour to Educate and Entertain

The French spirits brand launched a traveling pop-up experience for consumers that offered a combination of cognac-inspired art, food, and education.

Ian Zelaya
November 8, 2016

Fans of Rémy Martin recently got to enjoy the French cognac in a unique way when the brand launched a new traveling pop-up experience that combined educational classes, food, and art installations to provide a unique presentation of its history.

La Maison Rémy Martin kicked off its U.S. tour October 21 to 23 by transforming New York's Industria into a branded venue. The 80-minute interactive, multi-sensory tours—which were free and open to the public with advanced registration—consisted of four individualized experiences that allowed 30 attendees during multiple sessions daily learn about various Rémy Martin makes and blend their own cognac. The experience was part of the One Life/Live Them campaign, which celebrates the brand's talents including winegrowers and cellar masters.

"La Maison Rémy Martin is an interactive experience that helps to demystify cognac, while at the same time creating a fun, interactive environment that allows clients to celebrate their many talents," said Emma Medina, vice president of marketing for Rémy Martin.

Medina explained that RĂ©my Martin launched a program in 2011 that introduced consumers to the cognac-making process, but that the brand wanted to launch an immersive and interactive event that showcased the environment, time, and people involved in making the cognac. Medina also noted that the tour targets both cognac aficionados and fans who are just discovering the brandy.

"Because we know that not many people will have the opportunity to travel to Cognac, France, to experience how Rémy Martin cognac is made and what makes it so unique, we wanted to bring this experience to our clients," said Medina. "La Maison showcases the art of craftsmanship and incorporates sights, sounds, smells, tastes, and touch to provide an interactive sensorial experience that brings the client as close to Cognac—and the cognac-making experience—that they can get, without actually being there."

New York participants were also given the opportunity to register for limited master classes along with the tour, which included a conversation with French kinetic artist Vincent Leroy, a mixology workshop with Kyle Ford, or a culinary workshop with Marc Forgione, depending on the night.

La Maison Rémy Martin traveled to the Lakewood in Chicago November 3 to 6, and will make its final stop at Siren Studios North Orange in Los Angeles November 17 to 20.

Guests learned about the entry-level cognac Rémy Martin VSOP in the Vineyard room, and were encouraged to blend their own.
Guests learned about the entry-level cognac Rémy Martin VSOP in the Vineyard room, and were encouraged to blend their own.
Photo: Benjamin Lozovsky/BFA.com
The tour—which kicked off at Industria in New York in October—featured four interactive experiences including 'The Gallery,' a self-led experience focused on the curiosity of attendees with sensory installations reflective of Cognac, France.
The tour—which kicked off at Industria in New York in October—featured four interactive experiences including "The Gallery," a self-led experience focused on the curiosity of attendees with sensory installations reflective of Cognac, France.
Photo: Benjamin Lozovsky/BFA.com
The cellar-inspired Oak Room taught guests about the cognac's aging process, and invited them to taste the 1738 make directly from the cask.
The cellar-inspired Oak Room taught guests about the cognac's aging process, and invited them to taste the 1738 make directly from the cask.
Photo: Benjamin Lozovsky/BFA.com
For a creative element, artisans including leather makers were hired to showcase their skills during the tour.
For a creative element, artisans including leather makers were hired to showcase their skills during the tour.
Photo: Benjamin Lozovsky/BFA.com
The brand commissioned French kinetic artist Vincent Leory to create 'Red Ripples,' an installation inspired by the different colors of cognac as it ripples in a glass. The installation showcases movement caused by mirrored concentric circles connected by lightweight mechanisms.
The brand commissioned French kinetic artist Vincent Leory to create "Red Ripples," an installation inspired by the different colors of cognac as it ripples in a glass. The installation showcases movement caused by mirrored concentric circles connected by lightweight mechanisms.
Photo: Benjamin Lozovsky/BFA.com
Each tour ended with an 'Opulence Reveal' in the Library room. The tasting experience featured an assortment of food reflective of the Rémy Martin XO cognac. Afterward, guests could enjoy cognac cocktails.
Each tour ended with an "Opulence Reveal" in the Library room. The tasting experience featured an assortment of food reflective of the Rémy Martin XO cognac. Afterward, guests could enjoy cognac cocktails.
Photo: Benjamin Lozovsky/BFA.com
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