Conjure Cognac has ‘beef’ (sort of battle in HipHop slang) with Rémy Martin. Or in other words T.I. and Ludacris are now competing promoters of a French brandy. Who had thought that 20 years ago.. The US market is more and more becoming a playground for the combination of Rap and Cognac bottles.

The hip hop battle

Hennessy presents DJs, and Rapper Snoop Dogg promotes Landy Cognac in cooking shows. Busta Rhymes promoted Courvoisier with P. Diddy, Ludacris partners with Birkedal-Hartmann. However, the question is: Who is the most credible spokesman for a Cognac brand?

Merry X Mas Snoop Dogg

While there was a serious discussion about T.I. (see article), Dr. Dre still wants to release his ‘Aftermath’ bottle with spirit company Drinks Americas.

More brandy promo

What do you think? Which artist would be the right one for a luxury brand like Cognac? Who is credible and could have the right impact on the image of such a high-end drink?

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The Cognac HipHop battle: Players have beef

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Max is a spirits expert and speaker, into marketing, technology, startups, and business development. He’s also a farmer. He likes tools and machines, Game of Thrones, and Better Call Saul. Included in his Top 10 Cognacs are the Audry XO and Bache Gabrielsen 1973. Max founded Cognac Expert in 2010 at his family’s estate in Poullignac, in the Cognac region, France. Started as a blog, today Cognac Expert is the world’s largest website about all things Cognac, a blog, and a specialized online shop featuring 800+ different Cognac bottles.


  1. Avatar

    Depends on the quality of the cognac you’re pitching and the audience you’re pitching to. If they’re looking to push VS to the hip hop crowd, then take your pick of rappers. If I were a cognac house and my goal were to pitch my product to more than just the hip hop crowd and to pitch it as an enviable luxury product with star power behind it, I think the only rapper I’d go with would be Jay Z. He has elevated to sort of monarch status in the hip hop world and has even really graduated out of that. He comes across now as much more of a silk-wearing mature international playboy than the sort of street-cool profile of these other guys. It would still be more of a youth-focused campaign, because you won’t reach the cognac old guard if you feature him, but they’ve mostly faded away anyway. If Kanye West can keep his mouth shut for another couple of years and grow up, I could see him in a very luxury-themed series of ads. For either guy, I think it would need to look like the glossy magazine ads for perfume or the like, very bright and uptown and very much focused on the other luxurious trappings of wealth like the clothes and the beautiful people and the surroundings.

  2. Avatar

    Remy Martin is a luxury product. You want a Afro American to be youre spokes person, fine, but not a rapper. Remy Martin needs a person respected by ALL. That person in my opinion woud be, MORGAN FREEMAN, now there you would have a all around spokesmen, RESPECTABLE.

  3. Avatar
    Calvin Watkins

    I 1000% agree with Steve! Remy, Henny and, the like ought to have a spokes person that grabs all walks of life and not just to a select few. Because everybody knows most hip hop fans can’t really afford Remy, Henny XO. They only follow what they know!

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