For as long as I can remember, no hip hop music video has ever felt complete without a bottle of Rémy Martin. So, when we heard that the brand was opening a new chapter in Africa with the launch of Rémy Martin VS Supérieur, we knew it was about to be a truly G-L-A-M-O-R-O-U-S moment, just as Fergie once had us spell it out.
Rémy Martin VS Supérieur, offers an exclusive blend debuting in South Africa and Nigeria. Reviving a historic label with a modern twist, the House of Rémy Martin has crafted this bold, versatile expression from grapes of the Petite Champagne cru, aged for three years in French oak casks. Positioned as both aspirational and accessible, VS Supérieur reflects the region’s dynamic cultural momentum where music, fashion, and lifestyle converge while signaling the brand’s deepening commitment to Africa’s new generation of cognac lovers.
As part of this journey, the brand has partnered with culturally significant platforms, including GQ magazine for the GQ Best Dressed awards ceremony. In true Rémy Martin style, the event embodied a seamless blend of excellence and celebration, honoring individuals who exemplify success and style in the most fashionable way. We had the pleasure of speaking with Amaury Vinclet, Vice President of Rémy Martin Americas, who shared more about the launch, its vision, and the significance of this moment for the brand.
The launch is exclusively in Nigeria and South Africa. Why did you choose these markets, and what specifically about these regions resonates with the brand?
Amaury: It felt very natural for us. Both markets have strong cultural momentum, not only within Africa but also influencing culture globally, through fashion, music, and more. We wanted to be part of that movement.
Cognac is already very popular and well-respected in both Nigeria and South Africa. Rémy Martin has a strong reputation there, and we wanted to give the new generation something aspirational yet more accessible, a modern twist on a classic. People had been asking us to bring back a VS, so we reintroduced it with some refinements to make it more versatile while still staying true to the DNA of Rémy Martin.
Beyond aesthetics, packaging and visual storytelling must have played a big role in this launch. What was the thinking around that, and what considerations did you have for these markets?
Amaury: We’re fortunate to have a strong, prestigious image. First and foremost, it’s a Rémy Martin product, and consistency with our brand codes is key. For example, we highlighted the Centaur logo created in 1874 on the label and medallion, keeping it consistent with the famous VSOP that’s so popular in South Africa. The feedback on the packaging has been incredible. As for the liquid itself, we worked with our Cellar Master, Baptiste Loiseau. We gave him complete creative freedom because he is the master of our house. He has a unique palate and instinct for what people will truly appreciate.
I also noticed the release draws from the historical label and traditional cognac design. How do you see Rémy Martin balancing this rich heritage while evolving to connect with younger audiences?
Amaury: We live in a world where the younger generation is ambitious and optimistic, yet also navigating challenges. Technology and AI make the world more artificial at times, and we see our role as helping people stay grounded to savor life and celebrate success. In Africa especially, there are so many achievers. People enjoy Rémy Martin when celebrating milestones. It has become a symbol of success. That’s why we support cultural events like the GQ Style Awards, we’re proud to celebrate alongside them.
On that note, I’d like to talk about your collaborations with local artists like Tyler ICU and DJ Speedsta. I love that the genres differ. Tyler represents Amapiano, while Speedsta is rooted in Hip Hop. How do you see music shaping your connection to these markets?
In my 13 years at Rémy Martin, I’ve seen that artists often choose us. In the U.S., for example, hip hop artists embraced cognac and celebrated it in their lyrics, building the culture around it. In South Africa and Nigeria, its very similar cognac naturally fits into the music culture. It’s part of the moment when people come together, enjoy music, and celebrate responsibly. That energy is very special to us.
How are you working to culturally anchor the brand within lifestyle and culture in these regions?
Amaury: We’re proud to be a global brand, successful in many countries. But our approach is always rooted in local partnerships. The brand takes on a different energy in Africa than it does in China or the U.S. To succeed, we collaborate with cultural influencers, like Tyler and Speedsta but also with bartenders and mixologists. I live in Cognac, France, and I’ve hosted many South African mixologists there for training and exchange. Education is a big part of what we do.
What does this launch signal about Rémy Martin’s future innovations in Africa and globally?
Amaury: First, it signals how much we love Africa and that’s what we’re celebrating today. This isn’t a limited edition; it’s a permanent product for Africa. We’re committed to focusing on this market in the years to come. That’s the main message we want to share.
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