The world’s biggest rugby podcast, in a strategic media collaboration designed to introduce Cognac to a fresh wave of enthusiasts. This isn’t just about brand visibility; it’s about demystifying Cognac and inviting a new audience to explore the versatility of Rémy Martin VSOP.
Boasting over three million listeners and 20 million streams, The Good, The Bad & The Rugby features England rugby legends James Haskell and Mike Tindall, alongside popular broadcaster Alex Payne. The podcast regularly hosts some of the biggest names from the rugby world, as well as figures from wider sports and pop culture, drawing in an audience that extends far beyond traditional rugby fans.
Interestingly, a recent target group index survey by Telmar revealed that a significant number of rugby followers are already discerning dark spirits drinkers, enjoying premium whiskies. However, Cognac often remains unexplored territory for many in their usual repertoire. This partnership aims to change that, positioning Rémy Martin VSOP as an exciting new addition.
An Unforgettable Journey to Cognac
To kick things off, a captivating two-part, social-first video series will be released on The Good, The Bad & The Rugby’s YouTube and social media channels. These videos, perfectly timed for the run-up to Father’s Day (15 June) and the British and Irish Lions tour in Australia over the next two months, will take viewers on an exclusive journey.
Consumers will follow Haskell, Tindall, and Payne as they immerse themselves in the heart of Cognac, visiting the historic Rémy Martin estate. The trio will learn firsthand about the unique terroir and the passionate individuals behind Rémy Martin VSOP. Alongside the audience, they’ll explore the spirit as a whole, uncovering the secrets behind Rémy Martin’s ability to stay ‘at the top of its game’ for an impressive 300 years.
“Rugby is built on tradition and respect – two qualities that also define Rémy Martin,” explained Mike Tindall. “It’s a partnership about the things that make moments memorable, whether in the changing room or over a glass with friends. It’s about celebrating togetherness and and camaraderie.”
He added, “Rémy Martin represents timeless values and innovation, and as genuine fans of Cognac, we’re excited to help showcase its amazing quality and versatility.”
Spanning the Seasons
The video series is just the beginning. The campaign will continue with a series of branded segments and live events during the Women’s Rugby World Cup in August and September. It will then culminate in further amplification during the Autumn Nations Series in November, strategically coinciding with a key sales period for Cognac.
Crucially, the campaign will also extend to the sister podcast, The Good, The Scaz & The Rugby, which shines a spotlight on women’s rugby, ensuring a broad and inclusive reach for this exciting new collaboration.
Lee James, Managing Director UK, Ireland and Nordics at Rémy Cointreau, expressed his enthusiasm: “We know rugby is a big passion point for many premium dark spirits consumers in the UK, and when it comes to rugby, who better to team up for excellence with than The Good, The Bad & The Rugby team.”
“It was a great privilege to welcome Mike, Alex, and James to our home ground in Cognac, to meet our team, to understand over 300 years of history and the passion and quality behind Rémy Martin VSOP. We’re excited to see how they will pass on our story to existing and new Cognac consumers in the UK in the coming weeks and months.”
Stay tuned for more insights from Bar and Club Magazine.
