In case you missed it, Usher recently went viral with his phenomenal NPR Tiny Desk Concert performance (seriously, stop reading this and go check it out, if you haven’t already) last month. A few short weeks later, he made headlines again thanks to an ongoing partnership with Rémy Martin. The luxe Cognac brand worked with the superstar on “Usher x Rémy Martin 1738: A Taste of Passion”—a collab campaign that included the release of an ultra-exclusive bottle and an NFT to match—to celebrate the 25th anniversary of Usher’s breakthrough My Way and his new Vegas residency.
Each bottle is decked out in jet black with exclusive artwork created just for the collab by mixing Usher’s voice with A.I. technology. According to Rémy Martin, “Usher used his own musical vocabulary to describe his olfactory experience with the renowned Rémy Martin 1738 Accord Royal, a smooth Cognac characterized by notes of toasted bread, vanilla, and brioche.” The tasting notes were resampled using artificial intelligence to create unique, abstract-inspired bottle labels for the launch.
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The bottles of Rémy Martin 1738 Accord Royal Cognac were only available via BlockBar.com, a direct-to-consumer NFT marketplace. All 25 were snatched up by fortunate fans almost immediately. Each buyer also secured a corresponding NFT, which they can opt to keep, give away, resell via the site’s peer-to-peer marketplace, or cash in for a physical bottle of Cognac when it’s officially available this October.
The good news? The ultra-exclusive bottles dropped on July 29, 2022, for a surprisingly reasonable $500. The bad news? Even if you’re well-heeled enough to drop that much cash on a one-of-a-kind Cognac gift to yourself, you’re out of luck. The lot sold out in just two seconds. (Although, some bottles are already being resold for north of $1,500 at the time of this writing.)
If, like us, you missed out on the bottle drop, you can still get your Usher fix in person this year. The drop was timed with the debut of his A Taste of Passion Experience, an immersive multi-sensory after-show that coincides with Usher’s My Way-The Vegas Residency (with dates from now through the end of October). After the 90-minute greatest hits show, fans can tour interactive exhibits featuring unique artwork that pays homage to the superstar’s decades-long career, while sampling bespoke cocktails (e.g., The Rémy Sidecar and UR Way) crafted by the singer in collaboration with Rémy.
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As Men’s Health’s Deputy Editor, Commerce, Christian Gollayan oversees all shopping content on menshealth.com. He relocated back to New York by way of Portland, where he was the Associate Managing Editor at TheManual.com. Christian’s work has also been featured in InStyle, Food & Wine, the New York Post, and Tatler Asia.