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Usher teams up with Rémy Martin on limited edition Cognac

26 July 2022 By Eloise Feilden

The R&B artist will be screaming ‘yeah!’ at the launch of his collaboration with Cognac brand Rémy Martin, complete with a limited-edition bottle and NFT, the design of which was inspired by AI technology.

Usher x Rémy Martin 1738: A Taste of Passion is a global campaign launching in tandem with Usher’s My Way Las Vegas Residency.

The Taste of Passion experience, launching in Las Vegas, uses AI technology to visually articulate the taste of the new collaboration Cognac, Usher x 1738 AI Powered.

Usher said of the experience: “I’m an artist at my core, so transforming an abstract sensory experience like taste into something visual really spoke to my creative process.”

“I leaned into the exemplary Rémy Martin 1738 Accord Royal that flowed through me and am so impressed by the visuals that came out of the A.I. process – they truly represent the medley of tasting notes captured in the flavour.

“It’s rewarding to see those words translate to real-world artwork that my fans can engage with while bringing taste front-and-centre.”

A limited edition bottle of Rémy Martin 1738 Accord Royal is also being released as part of the collaboration, complete with a label designed by AI technology. Usher’s own tasting notes were fed through an AI system known as Generative Adversarial Neural Networks and Contrastive Language-Image Pre-Training, transforming his words into a visual expression.

A total of 50 limited-edition bottles of Cognac were created as part of the Usher collaboration.

Half of the Usher x 1738: AI Powered limited-edition bottles will be available to purchase exclusively on BlockBar.com. Buyers will receive a unique NFT proving ownership of the physical bottle, which is stored with BlockBar until the bottle owner is ready to redeem.

“For nearly 300 years, excellence has been at the core of Rémy Martin, and through this partnership we’ve reached an incredible milestone, where we see brilliance breakthrough at the intersection of art, fine Cognac, and technology,” said Amaury Vinclet, global executive director of Rémy Martin.

“As a brand that has been a long-time collaborator with Usher and shares the same values, we are proud to have him launch the first limited-edition bottle design for Rémy Martin 1738 Accord Royal.

“This bottle is a first for the spirits industry in how the technology was used and gives spirits aficionados and Usher fans alike a rare collectible they’ll treasure forever.”

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