Usher is back in Canada, and his return is more than just a musical event—it’s a harmonious collaboration with Rémy Martin that adds a luxurious touch to his “Past, Present, Future” North American tour. As the official and exclusive spirits partner, Rémy Martin is playing a pivotal role in this tour, bringing their longstanding relationship with Usher to the forefront of the concert experience. This partnership, announced in July 2024, is the latest chapter in a collaboration that has become as legendary as Usher himself.

Usher’s “Past, Present, Future” tour: A journey through time

Usher’s “Past, Present, Future” tour is more than just a series of performances; it’s a celebration of his career, a journey that takes fans through his extensive catalog of hits while looking ahead to the future. With over two decades of influence in the music industry, Usher has solidified his place as an R&B icon, shaping the sound of modern music and inspiring countless artists along the way.

“This tour is about celebrating the journey I’ve been on with my fans. It’s about revisiting the moments that defined my career and sharing what’s next,” Usher shared. His return to Canada, starting with an electrifying performance in Toronto, was met with excitement as fans across generations came together to witness the legend in action.

A legendary partnership with Rémy Martin

The partnership between Usher and Rémy Martin is not new, but its evolution over the years has only strengthened the bond between the two. Their collaboration is built on shared values of excellence, tradition, and innovation, making it a natural fit for both the artist and the brand.

Their relationship began with the “Team Up For Excellence” campaign, where Usher’s elegance and charisma perfectly complemented Rémy Martin’s refined image. This was followed by the “Usher x Rémy Martin 1738: A Taste of Passion” campaign in 2022, where Usher worked closely with Rémy Martin’s Cellar Master, Baptiste Loiseau, to craft a limited-edition bottle that resonated with both his music and the cognac’s rich heritage.

“Usher embodies the same values that we hold dear at Rémy Martin,” said Jean-Philippe Hecquet, CEO of Rémy Cointreau. “His artistry, his passion, and his dedication to his craft align perfectly with our commitment to creating exceptional spirits. We are thrilled to continue this journey with him on his latest tour.”

Enhancing the tour experience with Rémy Martin

As the official spirits partner for the “Past, Present, Future” tour, Rémy Martin is not just another sponsor—it’s an integral part of the concert experience. At each stop, including Toronto, fans are treated to an elevated pre-show lounge experience where they can enjoy Rémy Martin’s finest cognacs in an ambiance that echoes the sophistication of Usher’s performances.

“Working with Usher has been an incredible experience,” said Amaury Vinclet, Global Executive Director of Rémy Martin. “We’ve always believed in the power of collaboration, and this partnership allows us to create unique moments for fans that they will cherish for a lifetime.”

The brand’s presence at the concerts is subtle yet impactful, with Rémy Martin’s identity elegantly woven into everything from the stage design to promotional materials. This partnership enhances the overall experience, offering fans a taste of luxury alongside the music they love.

Usher’s lasting impact on music and culture

Usher’s influence on the music industry is undeniable. With multiple Grammy Awards, numerous chart-topping hits, and a career that spans over two decades, he has become a cultural icon. His ability to reinvent himself while staying true to his artistic vision is what sets him apart from other artists.

But Usher’s impact goes beyond music. He has used his platform to advocate for social justice, support charitable causes, and mentor the next generation of artists. His partnership with Rémy Martin is a reflection of his commitment to excellence in all aspects of his life, from his music to his philanthropic efforts.

“Partnering with Rémy Martin for this tour is a natural fit,” Usher said. “We both strive to create unforgettable experiences, whether it’s through music or through a perfectly crafted cognac. I’m excited to share this journey with my fans and to bring them something truly special.”

Remy Martin 1738 300 Year Anniversary Pack

This spirit features aromas of toasted coconut, almonds, vanilla, and flambéed bananas; on the palate, it delivers warm notes of candied pineapple, vanilla, toasted oak, and roasted almonds. Here are some cocktail recipes you can enjoy too.

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What’s next for Usher and Rémy Martin?

As the “Past, Present, Future” tour continues across North America, fans can expect more memorable moments and surprises. The partnership with Rémy Martin will undoubtedly continue to evolve, offering new experiences and opportunities for fans to engage with both the music and the brand.

Toronto was just the beginning. With more Canadian dates on the horizon, including stops in Vancouver and Montreal, the anticipation is only building. Usher’s ability to connect with his audience, combined with Rémy Martin’s dedication to excellence, promises to make this tour one for the history books.

In a world where music and culture are constantly evolving, Usher and Rémy Martin’s partnership stands out as a shining example of what can be achieved when two legends come together. Whether you’re a longtime fan of Usher or a connoisseur of fine spirits, this tour is an experience you won’t want to miss.

As Usher continues to captivate audiences with his timeless music, and as Rémy Martin continues to elevate the art of cognac-making, one thing is clear: this is only just the beginning of this legendary collaboration (despite already being long standing) that will be talked about for years to come. Who knows, maybe we’ll see

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In the realm of spirits, few can claim a legacy that spans three centuries. Yet, Rémy Martin has done just that. To discover the extent of what three hundred years means to a brand, I had the pleasure of sitting down with Florian Hériard Dubreuil, an ambassador, in every sense of the term, and family member of the storied cognac house. We talked about the tricentenary celebration, his experience working in the family business and what it all means for the future of the house of Rémy Martin.

See also: Savouring tradition, embracing the future: Rémy Martin’s 300-Year legacy

Reflecting on heritage: A conversation with Florian Heriard Dubreuil

My introduction to Florian is warm and spirited, much like the cognac his family has been crafting for generations. He speaks with energy and excitement about the rich history of Rémy Martin and a palpable excitement for what’s to come. “300 years—it’s more than a lifetime; it’s nine generations,” Florian says. A family business passed down through lineage, Florian goes on to tell me about his 19-year-old nephew who has already taken a keen interest in the family business. “The nine generations evolve with the business… and we are already aiming at the future.”

Crafting the future from the reservoirs of the past

Rémy Martin is not just celebrating their past but also forging ahead with innovation and sustainability. The release of the 300th Anniversary Coupe is a testament to their commitment to “dream forward,” as they put it. Crafted by Cellar Master Baptiste Loiseau from the Rémy Martin “Réserve Perpétuelle,” this limited edition is a blend of eaux-de-vie from Grande Champagne, known for its exquisite aging potential. Baptiste Loiseau has intricately woven past and present to create this unique offering.

With a mere 6,724 individually numbered bottles worldwide and fewer than 60 available in Canada, the 300th Anniversary Coupe is more than a collector’s item; it’s a legacy in liquid form. Florian describes the Coupe as a collector’s dream, a harmonious blend of history and modernity that promises to be a jewel in the crown of any connoisseur.

Rémy Martin: A quest for excellence

When I ask about the impression Rémy Martin wishes to leave on those who savour their cognac, Florian’s response is immediate and impassioned. “We want to be recognized as making the best cognac possible… it’s about quality, in the end. Someone who orders Rémy is ordering a quality spirit.”

Renovating foundations, the historical house reopens…

Looking to the future, Rémy Martin’s dedication to their craft remains focused. As Florian notes, the historical headquarters’ renovation is nearing completion, a project that every generation has contributed to over the past century.

The birthday tour & the art of mixology

The celebration of Rémy Martin’s 300-year journey isn’t just about sipping cognac; it’s about experience. Mixology, an integral part of Rémy Martin’s culture, will shine during the Rémy Martin Bartender Talent Academy competition, where bartenders worldwide will showcase their prowess, blending 300 years of cocktail culture with innovation.

A family’s vision, nine generations deep

The family legacy continues to shine through after being passed down through generations and has remained steadfast in their focus and determination. Florian’s conversation is a vivid tapestry of past, present, and future. He speaks of the adjustments that ensure Rémy Martin remains at the top of its game. The meticulous cultivation of new grape varieties and adaptations in their vineyard management are testament to their forward-thinking ethos.

Dreaming forward: An ode to the next 300 years

As Florian and I conclude our interview, it’s clear that the celebration of Rémy Martin’s 300 years is more than a milestone; it’s a gateway to the future. As he remarked, “We dream that we have 300 years coming that are as successful if not higher and that’s what we dream”. He adds, “this quest for excellence, it’s not gonna stop we’re definitely gonna continue as thrive in that direction hoping to reach New Heights”.

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