Rémy Martin has announced the next phase of its "This Is My City" campaign, extending its hyper-local marketing strategy to two critical US spirits markets: Miami and Los Angeles. The initiative features the release of city-specific limited-edition V.S.O.P bottles alongside a substantial microgrant program designed to embed the brand within local creative economies.
Following successful rollouts in New York, Chicago, Detroit, and Atlanta, this expansion underscores the Cognac house's commitment to "cultural terroir"—using packaging design and community investment to drive relevance in specific metropolitan hubs.
Packaging Design: Visualising Local Culture
The limited-edition bottles serve as the visual anchor for the campaign, utilising distinct design languages to reflect the creative identity of each city.
Los Angeles – 'A Melody of Dreams': The design reflects the city's industry-driven nature, focusing on ambition and artistry shaped across studios and stages.
Miami – 'Rhythm of Paradise': This bottle captures the city's musical heritage, using vibrant colours to represent a culture powered by sound and movement.
By tailoring packaging to local aesthetics, Rémy Martin aims to secure off-trade visibility and drive collector interest in these high-volume markets.
CSR Integration: The Microgrant Initiative
Beyond packaging, the campaign integrates a tangible Corporate Social Responsibility (CSR) element. Rémy Martin is extending its Microgrant Initiative to both cities, awarding $20,000 to one emerging creative entrepreneur in each market.
This capital injection is paired with tailored mentorship, a move that positions the brand as an active participant in the local business ecosystem rather than a passive advertiser.
Strategic Mentorship Appointments: To facilitate this connection, the brand has recruited culturally relevant local leaders:
Los Angeles: Aliya Janell, professional choreographer and founder of Queens N' Letto, representing LA's dance culture.
Miami: Skyh Black, actor (All the Queen's Men) and fashion figure, representing Miami's intersection of performance and style.
Tonia Mancino, Vice President of Luxury Brands at Rémy Cointreau Americas, highlighted the dual focus of the campaign: celebrating local identity while fostering the next generation of talent.
"Miami and Los Angeles are cities that consistently move culture forward, shaped by bold and ever-evolving creative voices," Mancino stated. "Bringing Rémy Martin's V.S.O.P This Is My City Limited Edition to these markets allows us to honor what makes each city distinct while supporting the next generation of leaders."
Activation Strategy
The launch will be supported by exclusive gatherings in both cities, bringing together mentors, honorees, and local tastemakers. These events serve as key on-trade activation moments, reinforcing the brand's positioning within the nightlife and hospitality sectors of Miami and Los Angeles.
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