Rémy Martin Crafts a Cognac Ritual for ‘the Rémy Sidecar’ Cocktail

This summer, pursuing its quest of excellence, Rémy Martin is looking for the best moment of consumption, to drink and promote their iconic and timeless cocktail ‘the Rémy Sidecar’. The brand and the agency (FRED & FARID New York) couldn’t find any within the traditional cognac rituals, so they had to create a new one.

Few people know about cognac cocktail signatures, like the Rémy Sidecar, a subtle but perfect mix of Rémy Martin 1738, Cointreau and lemon, creating a refreshing, flavoursome drink, perfect for summer.

Rooted in this product truth, the creative idea anchors itself in the perfect mix of the day, the magic hour, also known as the golden hour. A moment of excellence known by all photographers, directors and beauty aficionados. The moment where the sun meets the horizon to create the perfect light. A moment where everything comes together to celebrate the end of the day and the night to come.

This project needed the subtlety of a director able to capture the beauty of a fleeting moment. The director was immediately attracted by the light mirroring the amber colour of the cocktail, and the transition between the day and the nightlife, opening the door to the encounter. The tipping point where everything is aligned; the music, the souls, the people and where we transition to a moment of excellence. The technique and lighting that director Ricky Saiz brought to life creates a unique new ritual we want to prolong the whole Summer: the Rémy Sidecar Magic Hour.