Throughout the months of October and November, Rémy Martin is inviting select consumers into its inner sanctum to teach them about the brand’s fine liquors and help them develop a lifelong passion for its spirits. The Heart of Cognac tour began in Dallas and will visit Atlanta, Chicago, Detroit, Los Angeles, New York City and Washington D.C. before it wraps on Nov 20. In each market the brand spends several evenings running half-hour tastings and education sessions from 5:30 to 10 p.m. The experience recreates a visit to the Rémy Martin headquarters in Cognac, France, allowing guests to experience a sense of the vineyards, blending and tasting rooms and cellars. It wraps with a cocktail tasting and a photo activation.
The tour isn’t new, but this year the brand has added digital components designed to personalize the activations for attendees. After signing up on a personalized registration page online, guests use their unique digital IDs to customize the content they get from the brand. The data is then integrated with an all-new CRM program designed to continue the relationship with consumers after the event (designed by handling agency SoHo Experiential, New York City). On-site digital displays convey brand history and messaging during the evening events and the photo activation integrates and rewards social media sharing with Rémy swag.
“The Heart of Cognac Experience was created to educate consumers on the rich history and heritage of the Rémy Martin brand and provide an insider’s look at the artistry of making Rémy Martin cognac,” Emma Medina, vp-marketing at Rémy Martin told Buzz. “It is attended mostly by urban trendsetters and brown spirits enthusiasts who have received a personal invitation from the Rémy Martin team.”