In a world where music meets luxury, few partnerships capture the essence of timeless cool like the collaboration between Grammy-winning superstar Usher and the legendary cognac house, Rémy Martin. It’s more than just a partnership; it’s a masterclass in style, innovation, and legacy—an iconic blend of rich beats and richer notes that brings Usher’s “Past Present Future” tour to life in ways that redefine the concert experience.
As Usher’s highly anticipated North American tour kicks off, the stage is set for a journey where the past, present, and future collide in a symphony of sound and taste. Usher and Rémy Martin aren’t just collaborating—they’re curating an experience. With each concert, fans are invited into a world where the timeless allure of Rémy Martin’s cognac flows seamlessly with the groove of Usher’s music. It’s a collaboration built on more than a decade of shared history, from the OMG World Tour to the “Life Is A Melody” campaign and the innovative A.I. project that fused music and cognac in ways never seen before.
At the heart of this partnership is an appreciation for craftsmanship, whether it’s the intricate blending of Rémy Martin’s 1738 Accord Royal or the smooth falsetto in Usher’s greatest hits. The synergy between these two powerhouses elevates their individual legacies, blending the heritage of Rémy Martin’s 300-year-old maison with Usher’s evolution from R&B prodigy to global superstar. The results are exclusive VIP experiences that are as unforgettable as they are unparalleled—intimate backstage moments where fans can sip on bespoke cocktails like the Rémy la Pêche Noire, a nod to the rich elegance of Rémy Martin 1738, or The Coming Home, an XO-infused tribute to Usher’s roots and his path forward.
Each cocktail is an embodiment of the tour’s ethos—classic yet modern, familiar yet daring. There’s the Rhythm and Ginger, a vibrant twist that highlights Rémy Martin VSOP, served throughout the arenas and bringing a touch of luxury to every toast. It’s the kind of detail that makes the “Past Present Future” tour not just a series of concerts, but a celebration of legacy and luxury where every sip and every note tells a story.
“Teaming up with Rémy Martin, a brand that’s felt like family for more than a decade, is the perfect collaboration,” says Usher. “Together, we honour the legacy of music and cognac, celebrating our shared history while looking forward to an exciting future.” It’s a sentiment echoed by Nicolas Beckers, CEO of Rémy Cointreau Americas, who views this partnership as a way to “pass the javelin on to the next generation of cognac drinkers and music lovers.”
For Usher, who has spent his career setting trends and breaking boundaries, this partnership is more than a strategic alignment—it’s a manifestation of his own evolution. Like Rémy Martin, Usher is a connoisseur of his craft, constantly innovating while respecting the roots that made him a household name. Their ongoing collaboration is a toast to the artists, the dreamers, and the disruptors who dare to mix it up and create something extraordinary.
The “Past Present Future” tour with Rémy Martin is an invitation to celebrate what’s come before, revel in the now, and look forward to what’s next. And when the lights dim and Usher’s unmistakable voice fills the arena, every glass raised is a tribute to two enduring legacies, intertwining like a perfectly crafted cocktail—complex, bold, and unforgettable.
