The Partnership

Rémy Martin has secured the title of Official Cognac of the 2026 Latin GRAMMY Awards, debuting a formal sponsorship with the Latin Recording Academy that positions the brand's 1738 Accord Royal expression at the center of Latin GRAMMY Week. The 27th Annual Latin GRAMMY Awards will air live on Univision on November 12, 2026, from the MGM Grand Garden Arena in Las Vegas.

For on-premise operators and event hospitality professionals, the deal signals cognac's continued push into music and culture sponsorships historically dominated by whiskey and champagne brands. Rémy Martin will serve as presenting spirit sponsor at the Official Latin GRAMMY Awards After-Party and will activate signature 1738 Accord Royal cocktails across multiple high-profile events during the week, including The Leading Ladies of Entertainment, The Best New Artist Showcase, and The Person of the Year Gala.

The Activation Strategy

"The Latin GRAMMY Awards represent such a meaningful moment in culture, as they recognize the talent and dedication behind some of Latin music's greatest achievements," said Tonia Mancino, Vice President of Luxury Brands, Rémy Cointreau Americas. "As the Official Cognac, we're proud to bring Rémy Martin 1738 Accord Royal to this occasion, raising a glass to the artists shaping Latin music and the people who have supported them along the way."

The brand's consumer-facing campaign, titled My Celebración, frames cognac consumption around personal milestones and shared traditions rather than pure luxury positioning — a framing that aligns with broader spirits marketing trends in the beverage industry aimed at diversifying the category's audience. The campaign extends beyond the awards broadcast through a content partnership with Colombian artist Kapo, featuring artist-led social content and a red-carpet interview. TelevisaUnivision will amplify the campaign across its social platforms and ViX, extending reach through the end of the year.

What It Means for Operators

For bar and restaurant operators serving Latin American communities or programming around cultural events, the partnership offers a clear coattail opportunity. 1738 Accord Royal, named for the royal privilege granted to the House of Rémy Martin in 1738, carries a built-in narrative useful for menu storytelling and staff training. The brand's emphasis on cocktail service — rather than purely neat or on-the-rocks occasions — also suggests a programmatic angle for mixology-forward programs.

The Latin GRAMMY sponsorship joins a growing roster of spirits brands investing in music-industry activations as a route to hospitality floor presence and cultural relevance. For operators tracking premium spirits placements in hospitality venues, Rémy Martin's move into this space is worth monitoring as the category competition for event and venue partnerships intensifies ahead of the 2027 awards cycle.

Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.