For 300 years, the House of Rémy Martin has stood as a benchmark for craftsmanship, consistency, and quiet confidence in the world of fine cognac. Founded in 1724, the brand has managed to balance heritage and modernity without losing its identity, afeat few luxury houses can claim. “Our pride,” says Amaury Vinclet, Executive Director of Rémy Martin, “is looking at the past and being able to say that we’ve been consistent and protected the quality of our cognacs so that our clients are happy and that they trust us.”
It is that trust, earned across three centuries and two family lineages that has made Rémy Martin a symbol of excellence. The brand’s latest chapter, however, signals something more, a renewed commitment to Africa. This year, Rémy Martin announced the launch of Rémy Martin VS Supérieur, a bold new blend crafted exclusively for Africa. Debuting in South Africa and Nigeria, the cognac is described by Vinclet as “a modern classic, accessible, mixable, and designed for immediate appreciation.”
“It’s not a limited edition,” he emphasizes. “It’s a commitment to Africa. This is a permanent addition to the Rémy Martin family on the continent. We’re looking to grow sustainably, with Africa at the heart of our journey.”
Crafted from grapes grown in the prized Petite Champagne cru in the Cognac region, the VS Supérieur undergoes an extended three-year aging process (one year longer than traditional VS cognacs) resulting in a richer, more expressive profile. As Baptiste Loiseau, Rémy Martin’s Cellar Master, explains, “Rémy Martin VS Supérieur encapsulates the signature freshness of Petite Champagne and the vibrancy of the House. It’s a truly distinctive cognac for a new time and place.”
For Svetlana Naumova, Managing Director for Africa, Middle East, India and CIS, the launch is symbolic. “Rémy Martin VS Supérieur represents a bold step forward, honoring our rich heritage while embracing the vibrant lifestyle of South Africa and Nigeria. We’re confident this exceptional cognac will resonate with a new generation of cognac lovers across the region.”
A launch in Africa would be incomplete without the continent’s creative energy, and Rémy Martin has tapped into precisely that. The VS Supérieur campaign features Amapiano hitmaker Tyler ICU and DJ Speedsta, two figures who embody the rhythm and ambition of modern African culture.
“We are very proud of this partnership,” says Vinclet. “They are talented, respected artists and that matters to us. We share the same values. Partnerships have always been at the core of Rémy Martin’s identity, from our 800 families of grape growers in Cognac who have worked with us for decades, to contemporary collaborations with artists and cultural leaders.”
These collaborations are part of Rémy Martin’s long-standing philosophy that excellence is best achieved through community. “We value people, land, and time,” Vinclet continues. “We put people first as part of our ecosystem. That’s how we’ve thrived for three centuries.”
In recent years, the brand has made its cultural mark across Africa, from supporting fashion through the GQ Best Dressed Awards to hosting the ‘Two Cities, One Spirit’ campaign celebrating music in New York and Johannesburg. As Vinclet puts it, “The same way we make cognac culture shine, we love to support culture. Music, fashion, and mixology are all parts of that. We’ve even hosted influential South African bartenders here in Cognac for training and education. They become our ambassadors.” At its heart, the VS Supérieur is designed for celebration. Rémy Martin describes it as “a rich and aromatic Very Special Supérieur cognac,” perfect for enjoying neat, on ice, or mixed into cocktails.
Its tasting notes reflect the chalky terroir of Petite Champagne encompassing bright fruity aromas, creamy vanilla, and spicy pepper, followed by rich toasted flavors with hints of peach and licorice. The bottle itself speaks to its heritage: clear glass embossed with the Centaur emblem, accented in gold and black metallic details, and shaped in the brand’s iconic silhouette. It’s elegant, modern, and unapologetically visible. As Loiseau notes, “It’s the renaissance of a historic Rémy Martin label. I wanted to honor our predecessors while reimagining their work for today’s modern palate.” It’s a cognac that travels effortlessly between worlds. “What I like about Africa,” says Vinclet, “is that cognac is a symbol of celebration and achievement. We will continue to support those milestones.”
“We change many things without changing anything.” The motto of the House, “They reach for the stars but stay grounded,” reflects this duality. “We help people savour their success,” Vinclet says. “Our role is to be part of those shared experiences moments of celebration, community, and gratitude.”
As the world shifts toward sustainability, Rémy Martin is aligning its legacy with future responsibility. Vinclet is direct about it: “We have a strong goal to achieve net-zero carbon emissions per bottle by 2050.”The House is already taking practical steps. “Our bottles are made from recyclable glass,” he says. “For the VS Supérieur in Africa, we’ve removed gift boxes except for special occasions. It’s a small change, but one that matters.”
By 2028, Rémy Martin aims to deploy regenerative wine growing across 25 hectares, and by 2030, to have all its Alliance Fine Champagne growers trained in regenerative practices. The brand also aims to cut carbon emissions per bottle by 50% by 2030. It’s a pragmatic approach that connects the vineyard to the consumer. “We believe sustainability is not just about the environment,” says Vinclet. “It’s about sustaining relationships, communities, and craftsmanship for generations to come.”
As the House celebrates its 300th anniversary, its gaze remains steady, backward to honor its roots, and forward toward new possibilities. “We have been a family business for three centuries,” says Vinclet. “That’s quite exceptional. The people at Rémy Cointreau are passionate about what they do, and that’s the essence of who we are.”
