Rémy Martin VSOP ‘This Is My City’ Series Expands to Miami and Los Angeles

Rémy Martin - the cognac house within Rémy Cointreau’s portfolio - has extended its city-themed VSOP packaging campaign to cover Miami and Los Angeles. The new limited-edition bottles join existing editions for Atlanta, Chicago, Detroit and New York, each “celebrating vibrant hip-hop cultures” and local heritage. The Miami and L.A. designs - named “Rhythm of Paradise” and “A Melody of Dreams” respectively - use bold colors and city imagery to reflect their musical and creative vibe. At launch (January 2026 in-market), Rémy Martin also opened a microgrant competition: one artist in each city will win a $20,000 grant and personal mentorship (Miami’s winner mentored by Skyh Black, L.A.’s by choreographer Aliya Janell). According to Tonia Mancino, VP of Luxury Brands for Rémy Cointreau Americas, the campaign “honors what makes each city distinct while supporting the next generation of leaders who are shaping culture”.

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Background: “This Is My City” Origins

The “This Is My City” initiative began in February 2025, when Rémy Martin launched four VSOP bottle designs spotlighting Atlanta, Chicago, Detroit and New York. Each was a stylized ode to the city’s music and landmarks, aligning the cognac brand with the energy of U.S. hip-hop culture. Simultaneously, Rémy Martin introduced a matching This Is My City Microgrant program, awarding $20,000 and expert mentorship to one creative per city. This regional focus - celebrating local street culture and entrepreneurship - set Remy apart from traditional spirits marketing. (Indeed, analysts note big cognac houses often lean on celebrity tie-ins, but brand-driven community engagement can feel more authentic.) The initial series and microgrants generated buzz and events in each market, showcasing limited editions and honoring local talent. After a year of strong PR and local activation, Remy Martin has now doubled the lineup with Miami and L.A., deepening its commitment to U.S. subcultures.

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Miami & Los Angeles Editions

The newly released VSOP bottles are tailored to each city’s character. The Miami “Rhythm of Paradise” edition features a sun-drenched, music-driven design - Remy describes it as capturing “a city powered by sound and movement, rooted in a rich musical heritage”. The Los Angeles “A Melody of Dreams” edition evokes L.A.’s entertainment spirit: it reflects “a city driven by ambition and artistry, where creativity is shaped across studios, stages, and entertainment”. In practice, these bottles use vibrant graphics (e.g. city skylines, fashion and dance motifs) to connect with local consumers. Launch availability is limited to their home markets: both are sold in stores in Miami and L.A. (and nationwide online), with a suggested retail price of ~$50. By tying each design to a theme of local pride and creativity, Rémy Martin turns the bottle itself into a storytelling piece - a strategy increasingly common in spirits, where limited editions spur collector interest and social-media attention.

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Creative Grants and Mentorship

Alongside the packaging, Rémy Martin’s campaign heavily emphasizes community support. The This Is My City Microgrant has been extended to Miami and L.A., again offering a $20,000 grant plus one-on-one mentorship to an emerging creative in each city. This mirrors the first program’s goal of “honoring emerging entrepreneurial voices” in each locale. For L.A., mentor Aliya Janell (a dancer and founder of Queens N’ Letto stiletto dance workshops) brings a women-empowerment and global dance culture perspective. Miami’s mentor Skyh Black (a TV and fashion personality known for BET+’s All the Queen’s Men) reflects Miami’s blend of style and performance. The brand will host launch events with mentors, honorees and local influencers, using these gatherings to amplify Remy’s image as a supporter of creative communities. This kind of community investment campaign offers dual ROI: it generates press and brand interest, and can create longer-term brand advocacy among culture-makers in key markets.

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Strategic Context and Market Implications

For marketing leaders, this program illustrates several strategic lessons. First, localized storytelling: by tailoring products to city identities, brands can resonate more deeply with consumers. The city themes (hip-hop in NYC/Atlanta, music in Miami/L.A.) match Rémy Martin’s youthful, urban positioning. Limited editions often sell well as gifts or souvenirs - tapping both local pride and tourist interest. Second, experiential engagement: beyond packaging, granting funds to locals signals commitment. Especially in spirits (a category noted for flashy celebrity tie-ins), grassroots creative support can build authenticity and goodwill. Third, cross-channel synergy: Rémy is integrating product, PR events, social media (e.g. QR code on bottles) and influencer ties, creating multiple touchpoints. Finally, market focus under leadership: this expansion coincides with Rémy Cointreau’s recent appointment of Christophe de Pous - a luxury-brand veteran - as US & Canada CEO, underscoring a strategic push in North America. Cognac faces a challenging U.S. environment (tariffs and market slump), so energized marketing in core segments (VSOP is the mainstream cognac range) may help stem volume declines.

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Key Takeaways for Brand Owners and Marketers

• Leverage Local Identity: Limited-edition packaging inspired by specific cities or cultures can create a sense of relevance and exclusivity. If aligned with your brand image, it encourages regional loyalty and buzz.
• Invest in Communities: Grants and mentorships (like the $20K “microgrants”) strengthen brand positioning as a cultural patron. In competitive markets, this can differentiate your brand and generate authentic content and media coverage.
• Align with Brand Values: Ensure chosen cities/cultures fit your brand story. Rémy Martin’s hip-hop/entertainment focus aligns with cognac’s “Tonight Is Going To Be a Good Night” campaign ethos. Mismatched tie-ins can backfire.
• Drive Multi-Touch Campaigns: Combine special packaging with events, influencer partnerships and digital assets (QR codes, videos). This amplifies impact - consumers engaging with the bottle then at events or online learn deeper brand narratives.
• Measure and Adapt: Track sales uplift, social engagement and press reach to evaluate impact. Limited editions can spike interest but should feed into long-term brand growth. Use each campaign’s learnings for future activation planning.
• Watch Industry Trends: Cognac and spirits marketing are evolving. While big names may use celebrities, many consumers now respond to authenticity and craftsmanship. Blending creative storytelling (as Rémy does) with product quality can build lasting loyalty.

This city-focused campaign is a case study in culturally savvy spirits marketing. It leverages design, storytelling, and community programs to reach both consumers and influencers. For C-suite and marketing leaders, the lesson is clear: differentiated packaging plus genuine local engagement can cut through the clutter, especially in mature categories. Brands aiming for cultural cachet may find this approach worth emulating - while always ensuring the activity feels authentic to the brand’s heritage and market position.