Rugby legends team up with Rémy Martin
Rémy Martin has embarked on a media partnership with The Good, The Bad & The Rugby podcast to reach a new audience of would-be Cognac drinkers.
The new activation seeks to engage a new-to-Cognac audience with Rémy Martin’s story – encouraging listeners and viewers to explore the versatility of the spirit, while inviting them to include Rémy Martin VSOP in their drinks’ repertoire.
The Good, The Bad & The Rugby is the world’s biggest rugby podcast, boasting more than three million listeners and 20 million streams. It stars England rugby players James Haskell and Mike Tindall, alongside broadcaster Alex Payne, and features some of the biggest names across rugby as well as other sporting and pop-cultural realms, engaging an audience beyond the world of the sport.
According to a target group index survey by Telmar, a significant number of rugby followers are also said to be discerning dark spirits drinkers. However, it found that while fans already enjoy premium whiskies, many don’t yet have Cognac in their usual repertoire.
With the help of this partnership, Rémy Martin hopes to demystify what Cognac is for millions of rugby supporters.
A two-part social-first video will be released on The Good, The Bad & The Rugby’s YouTube and social media channels for followers to enjoy in the run up to Father’s Day (15 June) and the British and Irish Lions tour in Australia over the next two months.
Via this series of videos, consumers will follow Haskell, Tindall and Payne as they learn about the terroir and people behind Rémy Martin VSOP on a trip to the heart of Cognac and the Rémy Martin estate.
Together with the audience, the trio will learn about the spirit as a whole, and find out how Rémy Martin has kept ‘at the top of its game’ for the past 300 years.
Tindall explained: “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.”
The videos will be followed by a series of branded segments and live events during Women’s Rugby World Cup in August and September, and will culminate in further amplification during Autumn Nations series in November to coincide with the key Cognac sales period.
The campaign will also run on the sister podcast The Good, The Scaz & The Rugby, which focuses on all that is good about Women’s rugby.
Lee James, managing director UK, Ireland and Nordics at Rémy Cointreau, said: “We know rugby is a big passion point for many premium dark spirits consumers in the UK and when it comes to rugby, who better to team up for excellence with than The Good, The Bad & 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.”
To watch Le Good, Le Bad & Le Cognac with Rémy Martin VSOP click below:
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