Rémy Martin goes virtual

By Jo Gilbert

Published: 12 June, 2017

Rémy Martin is the latest brand to hop on board the virtual reality train to explore new ways of engaging with customers.

The historic Cognac house has gone from vertical to virtual tasting with the launch of a "mixed reality" learning experience, which uses elements of the real and the virtual to interact with audiences.

The initiative, called Rooted in Exception, which will launch in Los Angeles on June 15, before being rolled out to stores and events worldwide.

The company has partnered with Kazendi for the initiative, which holographically displays the Cognac Grande Champagne and Cognac Petite Champagne vineyards in three-dimensions.

The interactive experience features the voice of cellar master Baptiste Loiseau, and uses virtual technology, called HoloLens from Microsoft.

Rémy Martin said the initiative combines core values of “creativity and craftsmanship” with the aim of targeting modern consumers.

“To us, mixed reality is an amazing opportunity for storytelling. How better could we engage our customers and tell them about our roots than by bringing our story to life, for them to see?” said global executive director, Augustin Depardon.

Engaging people in “new social experiences” was the goal for Kazendi’s Maximillian Doelle, which launched its first consumer brand experience using HoloLens with Rémy Martin.

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