There’s a difference between a brand that talks to its audience and one that actually gets them. You know it when you see it—marketing that doesn’t just feel like another sales pitch but like a brand actually understands and respects the culture it’s tapping into.
That’s exactly what Rémy Martin has done with its “This is My City” campaign. This isn’t just another flashy ad blitz; it’s a blueprint for how brands can embed themselves into the cultural fabric of the local music scene. And at a time when the cognac industry is struggling, this bold move isn’t just refreshing—it’s downright strategic.
Why Rémy Martin’s Strategy for the Local Music Scene Stands Out
Most liquor brands rely on the same old formula: splashy celebrity endorsements, luxury lifestyle aesthetics, and seasonal promotions. Sure, that works—to an extent. But Rémy Martin took a different path, choosing to go deeper instead of broader.
Instead of trying to appeal to everyone, the brand zeroed in on four cities—Atlanta, Chicago, Detroit, and New York—each with deep roots in hip-hop culture. But they didn’t just show up with ads. They:
- Created limited-edition bottles that celebrated each city’s unique music scene.
- Hosted exclusive events, turning marketing into real-world experiences.
- Offered $20,000 microgrants and mentorship opportunities to emerging local artists.
This isn’t just marketing—it’s community building. And that’s why it’s working.
The Power of Local Storytelling in Brand Marketing
People don’t just buy products; they buy into stories, movements, and emotions. That’s why brands that attach themselves to something bigger than their product tend to win in the long run.
Rémy Martin gets this. It’s not just saying, “We support hip-hop culture.” It’s proving it by actively investing in the local music scene, uplifting artists, and embedding itself in the communities that shape the genre.
For brands—whether you’re a small business, a local retailer, or a growing e-commerce brand—this is a game-changing strategy. Instead of trying to be everything to everyone, find your niche, invest in the culture surrounding it, and tell authentic stories that resonate.
And here’s the kicker: it has to be real. Consumers can sniff out inauthenticity from a mile away. That’s why Rémy Martin’s approach feels different—it’s not just another, run-of-the-mill marketing strategy. It’s a commitment.
What Brands Can Learn from Rémy Martin’s Playbook
This campaign isn’t just about selling cognac. It’s about redefining how brands connect with their audiences. Here’s what businesses—big or small—can take away from it:
1. Focus on culture, not just customers
Instead of asking, “How can we sell more?” start asking, “How can we be part of something meaningful?” The most beloved brands don’t just push products—they contribute to culture in a way that feels organic and valuable.
2. Hyper-target your marketing efforts
Instead of a one-size-fits-all approach, Rémy Martin honed in on specific cities. This kind of focus creates stronger, more personal connections. If you’re a business owner, consider narrowing your scope—a smaller, more engaged audience often beats a broad, indifferent one.
3. Create experiences, not just ads
Marketing isn’t just about visibility anymore—it’s about engagement. Rémy Martin didn’t just show up in ads; it created real-world experiences people could participate in. Whether it’s through events, exclusive product drops, or interactive campaigns, give your audience something to be part of.
4. Put your audience in the spotlight
One of the most impactful parts of this campaign? Those $20,000 microgrants. Instead of just talking about supporting artists, Rémy Martin actually invested in them. Brands that empower their audience—whether through funding, education, or recognition—build stronger, more loyal communities.
Why This Strategy is Paying Off (Even in a Struggling Industry)
Cognac sales have been slipping, and many brands are responding by cutting budgets and pulling back on marketing. Rémy Martin is doing the opposite. Instead of retreating, it’s doubling down on its audience—and that strategy is working.
By creating an experience around its product, Rémy Martin isn’t just trying to move bottles. It’s turning its brand into something aspirational, collectible, and, most importantly, culturally relevant. Limited-edition releases, city-specific storytelling, and real community involvement make this campaign far more impactful than a standard ad buy ever could.
For other brands, the message is clear: when times get tough, the answer isn’t to pull back—it’s to go deeper. Invest in your customers, build genuine connections, and make your brand feel like something people actually want to be part of.
The Future Belongs to Brands That Create Culture, Not Just Sell Products
Rémy Martin isn’t just running a campaign—it’s shaping cultural relevance, creating immersive experiences, and strengthening its ties with the communities that matter most to its audience.
And that’s the future of marketing.
For entrepreneurs, small business owners, and brands of all sizes, the biggest takeaway is simple: don’t just sell. Become part of something bigger. Whether it’s music, sustainability, fashion, or grassroots community efforts, align your brand with something that truly resonates with your audience.
Because in the end, the brands that last aren’t just the ones with great products. They’re the ones that make people feel something.
FAQs
- How can brands build real connections with their audience?
Stop selling, start showing up—invest in culture, not just ads. - Why should businesses focus on experiences instead of just products?
Because people remember how you make them feel, not just what you sell. - What’s the best way to stand out in a crowded market?
Go deeper, not wider—hyper-focus on a niche and create something meaningful.