Meet the cognac makers
A new project from Rémy Martin celebrates the power of collaboration
the year 1972 delivered two musical (and completely non-scientific) ideas
about what keeps the earth rotating on its axis. The first, and most oft-repeated, was delivered to us in song via Liza Minnelli in the film adaptation of the musical, Cabaret: “Money Makes the World Go Round”
All due respect to Ms Minnelli and the writers behind the iconic and Oscarwinning Cabaret, but the lasting impact of money on life on earth pales in comparison to the more accurate historyshaping philosophy, also encapsulated in song by the American soul band The Stylistics and their hit, “People Make the World Go Round”. Since its release, the song has been consistently covered by a variety of artists from Michael Jackson to Hugh Masekela; in the same way, time and culture confirm the idea that a blend of people and talents make the most lasting impact on human history and culture.
I had the opportunity to see this in action during a visit to Cognac, France, to get a closer look into how the house of Rémy Martin manages to transmit close to 300 years of cognac-making expertise from generation to generation – and the variety of skills needed to make that happen.
Cognac lies around about 405km southwest of Paris and 127km north of Bordeaux. The region is divided into six growth areas; Rémy Martin obtains its grapes from the top two: Grande Champagne and Petite Champagne. These areas are well-insulated from the winds of the Atlantic Ocean from the west, and the continental climate from the east. There’s a mild, balanced climate, a good mix of soil and, perhaps most importantly, generations of specialist growers. After the harvest in mid-september, ugni blanc grapes are pressed and fermented, producing a thin and acidic white wine that’s then distilled twice in copper pot stills to create the eaux-de-vie (the water of life). This is then aged in French oak barrels for at least two years and eventually blended to create cognac.
It’s in the blending of the eaux-de-vie that the expertise of Baptiste Loiseau, as Rémy Martin cellar master, really shines. ‘I have about 20 people by my side to help me with the selection of the eaux-de-vie,’ he says. ‘Our decisions about which eaux-de-vie to use will be important, first, for the winegrower, and secondly for the quality of the eaux-de-vie that
I’ll transmit to the next generation of cellar master. Many of the decisions we make now will only have an effect that my successor will see.’
Walking through the vineyards and the cellars, and meeting the multitude of people it takes to select, blend and mature the cognac, it becomes clear that here, the process of collaboration is as sacred as the resulting product. It’s fitting then, that the brand took this particular direction »
with its latest global campaign, Team Up
For Excellence, which celebrates the blend of many diverse talents in the cognac universe.
The Team Up project is championed by a short film that introduces Rémy Martin’s skilled masters – Baptiste Loiseau as cellar master; Laura Mornet, viticulture consulting manager; Julien Georget, estate manager, and Michael Meunier, cooperage manager – who unveil how their unique skills add to the final product, and how the transmission of skills through generations keeps the magic of the house alive. It’s rare to get such an in-depth look into the operations of any French spirits house, and it’s quite special to be able to meet the many people who work behind the scenes to create these coveted bottles.
‘Team Up for Excellence is a wonderful project which was made through teamwork. The result is a film showcasing the essence of our trades, the passion that bonds us together and drives us, and above all the evidence of working together for the better, the excellence of our cognac,’ explains Loiseau.
To launch the campaign, Rémy Martin drew on its history to host a delegation of close to
100 of its partners and friends from around the world for an unforgettable celebration on the grounds of the Palace of Versailles, the seat of the French government under King Louis XV.
It’s a significant spot in the brand’s history: in 1738 (just 14 years after Rémy Martin started producing cognacs) the king was so impressed by the quality of his cognac that he granted Mr Martin exclusive permission to plant new vineyards through a coveted royal permission. We had a chance to recreate this journey towards cementing the brand’s place in history with a guided tour of the Château de Versailles and its Le Nôtre Gardens.
Guests included friends of the brand from across the globe, who each star in their own Team Up for Excellence short film, such as Bollywood designer Raghavendra Rathore; Joey Ghazal, founder of Dubai’s The Maine restaurant empire; and American producer and songwriter Jermaine
Dupri. Representing Africa as the star of the South African iteration of the Rémy Martin Producer series, was our very own Riky Rick.
As one of hip-hop’s greatest collaborators, Riky used his Team Up film opportunity to honour the people who’ve contributed to his journey, including his wife Bianca, stylist Lethabo “Boogy” Maboi, right-hand man and producer Master A Flat, as well as Sheldon Tatchell, the founder of
Legends Barbershop.
‘Success is greater when achieved together,’ says Riky, ‘and these people in my life have helped me grow into the artist I am now. Lethabo and A Flat push me to step outside of what I know and challenge the status quo; together we’re consistently changing the game. Sheldon has taught me so much about business, how to elevate my hustle and always give my all to every single thing I do. Bianca, is my rock and my anchor – she gives me direction in life and isn’t afraid to correct me. I owe so much of my success to her.’
‘No man is an island,’ Riky Rick says as the film concludes. ‘We Innovate together; we create together; we pioneer together’