Remy Martin is making a bold, and undeniably stylish, statement with the official launch of its “This Is My City” campaign, now extending its reach to encompass the vibrant cultural hubs of Miami and Los Angeles. This strategic expansion signifies a significant shift for the luxury cognac house, demonstrating a keen understanding and celebration of the burgeoning, diverse spirit culture flourishing within these iconic cities. Initially established in Paris, London, and New York, the campaign’s core concept—to champion the cities where Remy Martin’s spirit is enjoyed—reflects a growing appreciation for varied tastes and experiences, aligning perfectly with the evolving preferences of discerning consumers.
A Shift in Focus: Embracing the American Cocktail Scene
The decision to formally include Miami and Los Angeles isn’t simply a marketing maneuver; it represents a genuine recognition of the burgeoning cocktail scene taking root in these cities. As reported by *The Spirits Business*, Remy Martin’s move is underpinned by a broader trend within the luxury goods market – a targeted approach designed to reach younger, trend-conscious consumers who are increasingly seeking authentic and experiential luxury. *Brandy Classics* further emphasizes this trend, suggesting that Remy Martin is demonstrating a serious, long-term investment in the American market’s vibrant, sophisticated tastes. This strategic pivot reflects a desire to remain relevant in a market saturated with options, and to connect with consumers on a deeper, more personal level.
Miami & LA: Art Deco & Exceptional Cognac
The campaign’s visual identity is inextricably linked to Miami’s rich Art Deco heritage, drawing powerful inspiration from the city’s iconic architecture and glamorous past. This deliberate aesthetic choice is more than just a stylistic preference; it’s a carefully considered connection between the brand’s history and the spirit of innovation that defines Miami. The pairing is particularly well-suited to Remy Martin’s VSOP offering, successfully associating the brand with a legacy of luxury, sophistication, and a timeless aesthetic. The campaign cleverly taps into the allure of the city’s dazzling past, projecting an image of refined indulgence perfectly complemented by the premium spirit.
Local Partnerships & Crafted Experiences
Central to the campaign’s success will be the direct collaborations Remy Martin is forging with local talents in both Miami and Los Angeles. The brand is partnering with a diverse range of individuals – from innovative bartenders pushing the boundaries of cocktail creation to established artists and influential cultural figures – to produce limited-edition cocktails designed to showcase the versatility of their VSOP. According to *Difford’s Guide*, these partnerships are absolutely critical, emphasizing the creation of unique experiences meticulously tied to the Remy Martin brand. Consumers can anticipate expertly crafted cocktails served within trendy bars, sophisticated art galleries, and possibly even exclusive events, offering a tangible link between the spirit and the city’s creative pulse.
The Key Elements: A Campaign Built on Layers
The “This Is My City” campaign isn’t just about showcasing a product; it’s a carefully constructed narrative designed to resonate with a specific demographic. Several key elements are working in concert to elevate the Remy Martin experience:
*
Expansion of ‘This Is My City’:
The campaign now encompasses Paris, London, New York, Miami, and Los Angeles, creating a global, yet locally relevant, brand presence.
*
Art Deco Influence:
The visual aesthetic directly references Miami’s historic Art Deco movement, connecting the spirit with a symbol of glamour and innovation.
*
Local Collaborations:
Partnerships with bartenders, artists, and cultural figures are the bedrock of the campaign, ensuring authenticity and creating desirable experiences.
*
Limited-Edition Cocktails:
The creation of bespoke cocktails, specifically designed to highlight the VSOP’s complexity, adds an element of exclusivity and encourages experimentation.
*
Aspirational Lifestyle:
Remy Martin is consciously associating itself with a desirable lifestyle – one that embraces sunshine, art, luxury, and a sophisticated sense of adventure.
With its commitment to local talent, its carefully curated brand identity, and a clearly defined strategy, Remy Martin’s “This Is My City” campaign has the potential to significantly elevate the cognac experience and solidify its position within the increasingly competitive spirits market. It’s a bold move, demonstrating not just a product’s quality, but a deep understanding of how to engage with a discerning audience in some of the world’s most exciting cities.
Source: https://www.thespiritsbusiness.com/2026/02/remy-martin-adds-la-and-miami-to-this-is-my-city-series/
