Rémy Martin has announced a partnership with Usher, an R&B musician who has won a Grammy Award. “Usher x Rémy Martin 1738: A Taste of Passion,” a global campaign, will be launched with the help of the two artists.

A limited-edition bottle and NFT will be part of the campaign. It was made with A.I. integrated technology as a model. The latest Rémy Martin 1738 Accord Royal bottle is the “Usher x 1738 A.I. Powered” bottle. It has a new design and will be released at the same time as “A Taste of Passion Experience,” a multisensory, immersive experience that will go along with Usher’s Las Vegas residency, “My Way.”

Usher says in a written statement, “I’m an artist at heart, so making something as abstract as taste into something visual really spoke to my creative process.”

“I leaned into the excellent Rémy Martin 1738 Accord Royal that flowed through me, and I am so impressed by the visuals that came out of the A.I. process. They really capture the mix of tasting notes in the flavor. It’s satisfying to see how those words turn into art that my fans can interact with and that puts taste front and center.”

Only 50 of the limited-edition bottles will be sold. Half of the bottles will only be sold on BlockBar.com, the first direct-to-consumer NFT marketplace for high-end wines and spirits in the world. It will go on sale on Friday, July 29, at 10 a.m. It costs $500 and is only sold to the first person who asks for it. You can buy each NFT with either ETH (Ethereum) or a credit card. When the sale starts, the first people who reserve a bottle will only have 10 minutes to finish the purchase. The other 25 bottles will be given to Usher and his team to mark the 25th anniversary of “My Way.”

On July 29, the sale starts at 10 a.m. and will only be available on BlockBar.com. Along with Usher’s My Way Las Vegas residency, the immersive “A Taste of Passion Experience” is on select nights from July 15 to October 29. Tickets can be bought here.

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