Rémy Martin and Usher have collaborated to launch the “Usher x Rémy Martin 1738: A Taste of Passion” global campaign, which will include a limited-edition bottle and NFT, designed by artificial intelligence-integrated technology.

A total of 50 limited-edition bottles were created as part of this latest collaboration. 25 of the Usher x 1738: A.I. Powered limited-edition bottles will be available for purchase exclusively on BlockBar.com – the world’s first direct-to-consumer NFT marketplace for luxury wines and spirits. The launch will go live at 10 a.m. ET on Friday (July 29) on a first-come, first-served basis. With bottles priced at $500, each NFT will be available to purchase with Ethereum or a credit card.  The remaining 25 bottles will be gifted to Usher and his team to celebrate the 25^th anniversary of My Way. 

The classic Rémy Martin 1738 Accord Royal bottle will be inscribed with “Usher x 1738 A.I. Powered” and tout an advanced design that compliments the debut of Usher’s “A Taste of Passion Experience,” the multi-sensory, immersive experience that will accompany his Las Vegas residency.

“I’m an artist at my core, so transforming an abstract sensory experience like taste into something visual really spoke to my creative process,” said Usher. “I leaned into the exemplary Rémy Martin 1738 Accord Royal that flowed through me and am so impressed by the visuals that came out of the A.I. process – they truly represent the medley of tasting notes captured in the flavor. It’s rewarding to see those words translate to real-world artwork that my fans can engage with while bringing taste front-and-center.”

“For nearly 300 years, excellence has been at the core of Rémy Martin, and through this partnership, we’ve reached an incredible milestone, where we see brilliance breakthrough at the intersection of art, fine cognac, and technology,” said Amaury Vinclet, Global Executive Director of Rémy Martin. “As a brand that has been a long-time collaborator with Usher and shares the same values, we are proud to have him launch the first limited-edition bottle design for Rémy Martin 1738 Accord Royal. This bottle is a first for the spirits industry in how the technology was used and gives spirits aficionados and Usher fans alike a rare collectible they’ll treasure forever.”

Check out the promo video below.