Rémy Martin brings in ‘The Good, The Bad and The Rugby’
COGNAC brand Rémy Martin VSOP has teamed up with English rugby stars as part of its new media partnership with ‘The Good, The Bad and The Rugby‘ podcast.
The new initiative aims to introduce the Rémy Martin brand to more consumers across the UK and engage audiences with the cognac through its story.
As part of this, the brand has teamed up with the rugby-focused podcast ‘The Good, The Bad and The Rugby’ starring England legends James Haskell and Mike Tindall alongside popular broadcaster Alex Payne.
To kick off the partnership, the trio of presenters were taken into the heart of Cognac to tour the Rémy Martin estate and learn, and teach the podcast’s audience as well, about what makes the brand special.
This included an overview of the brand’s 300 year history and an exploration of Rémy Martin’s vineyards and cellars.
A two-part social-first video released on the podcast’s YouTube and social media channels on 6 June to encourage followers to enjoy this series in the run up to Father’s Day on 15 June.
This will also be followed up by a series of branded segments and live events during the Women’s Rugby World Cup in August to September and will culminate with a presence during the Autumn Nation series in November to tie in with a key sales period for Cognac.
Lee James, managing director UK, Ireland and Nordics for Rémy Cointreau, said: “We know rugby is a big passion point for many premium dark spirits consumers in the UK when it comes to rugby, who better to team up for excellence with than ‘The Good, The Bad and The Rugby’ team.
“It was a great privilege to welcome Mike, Alex and James to our home ground in Cognac, to meet our team, to understand over 300 years of history and the passion and quality behind Rémy Martin VSOP and we’re excited to see how they will pass on our story to existing and new Cognac consumers in the UK in the coming weeks and months.”
Mike Tindall said: “Rugby is built on tradition and respect – two qualities that also define Rémy Martin. It’s a partnership about the things that make moments memorable, whether in the changing room or over a glass with friends.
“It’s about celebrating togetherness and camaraderie. Rémy Martin represents timeless values and innovation, and as genuine fans of cognac, we’re excited to help showcase its amazing quality and versatility.”
