Rémy Cointreau Global Travel Retail is poised to continue its year-long celebration of the House of Rémy Martin’s landmark 300-year anniversary with a high-profile, multi-sensorial pop-up activation at Paris Charles de Gaulle Airport – and the unveiling of a very special 300th Anniversary Limited Edition XO.
As part of its 300-year celebrations, the House of Rémy Martin has created a new cognac experience, the Rémy Martin Dream Forward Expedition, which will be available at selected international airports throughout 2024, with the highlight in Paris.
Bringing the brand to life
The Paris CDG outpost activation will showcase the new Rémy Martin 300th Anniversary Limited Edition XO, and the 300th Rémy Martin Anniversary Coupe. Created in partnership with Lagardère Travel Retail, the pop-up will be present in Terminal 2E Gate M from 1 August-4 September.
The eye-catching installation invites cognac lovers to take a virtual flight through time and space, from 1724 to the future, travelling to the heart of the House in Cognac. The Dream Forward Expedition harnesses immersive VR technology to transport consumers to the vineyards of Grande Champagne and Petite Champagne and up into the star-filled skies, accompanied by interactive discovery tables, tastings, customization services and unique limited editions.
As part of the experience, consumers are equipped with VR devices ready for their virtual flight. First stop: the vineyards of Cognac, France, to experience the sun setting: the changing light giving a new perspective on the landscape and horizons. The flight continues after dark, under the stars, giving spectacular views of the House of Rémy Martin’s illuminated terroir. The journey is punctuated by stops in the clouds to discover the secrets of Rémy Martin cognac crafting, guided by the cellar masters, winegrowers and craftspeople who have shaped the House through the generations.
Other key activation elements include a milestone ‘history wall’, designed to entice travellers to discover the brand’s product portfolio and explore its unique history and heritage. The House’s 300-year legacy is also highlighted through an iPad gamification activity, featuring a customized co*cktail recipe.
The Opulence Reveal touch point allows travellers to discover and nose the portfolio. Finally, passengers who purchase the new 300th Anniversary Limited Edition XO will be invited to customise their decanter with a personalised neck tag GWP – the perfect token of France during the 2024 Summer Olympics.
Digital elements include an advertising campaign in collaboration with online travel agency Ctrip, that targets travellers pre-trip, driving awareness and encouraging them to visit the on-site activations and enjoy exclusive promotions. This holistic approach brings to life Rémy Cointreau Global Travel Retail’s vision of creating an exceptional journey for every traveling client, from pre-trip to on-trip.
The Rémy Martin XO 300th Anniversary Limited Edition
The third release of the House’s special tricentenary collection is the 300th Anniversary Limited Edition XO (RRSP US$230). Together with the 300th Rémy Martin Anniversary Coupe, it is being showcased at the Paris pop-up, before being rolled out to other selected airports.
Celebrating opulence and excellence, the iconic XO decanter has been transformed with an anniversary reimagining. Decorated with golden javelins and a 300-year collar, it is presented in a gold gift box embellished with the Centaur, which opens to reveal a fan display. At the pinnacle of the collection, Rémy Martin XO is the signature of the Cellar Master who draws from hundreds of eaux-de-vie to create a cognac of exceptional aromatic complexity.
On the nose, the liquid is sublimely smooth, incorporating an explosion of flower and fruit aromas to ignite the olfactory senses. On the palate, an opulent progression begins with ripe plum and candied orange, giving way to spices and hazelnuts, finishing with gourmet notes of roasted cocoa beans and honeyed gingerbread, described Rémy Martin Cellar Master Baptiste Loiseau.
“I am thrilled to partner with Lagardère to create this activation at Paris CDG to mark our 300-year anniversary,” noted Rémy Cointreau CEO Global Travel Retail Fida Bou Chabke. “This landmark tricentenary is a hugely significant milestone for the House of Rémy Martin, and it is fitting that we continue to celebrate three centuries of excellence and innovation with excpetional events such as this. I’m delighted that we are able to offer our clients such a special experience with the Rémy Martin Dream Forward Expedition, as well as the opportunity to purchase these two anniversary expressions.”
Throughout 2024, the House is recognising three centuries of exceptional cognac-making, combining craft and innovation to pass forward to build sustainable exception for the future. To mark its tricentenary, Rémy Martin is connecting past, present and future with a year of special activities around the theme ‘We Dream Forward’. These festivities began in earnest in February, with a Chinese New Year Campaign featuring the XO Dragon limited edition – the first of a special tricentenary collection. This was followed in March, by the release of the second exquisite milestone: the 300th Rémy Martin Anniversary Coupe, which made its debut in global travel retail at a series of exclusive dinners in Hong Kong and Singapore.
The Rémy Martin Dream Forward Expedition is rolling out now in travel retail, via pop-ups and podium formats, in selected key airport locations including Paris, Dubai, Hong Kong, Macau, Singapore, London and Frankfurt.
