Rémy Martin and Chicago designer Don C have revived their creative partnership with a limited-edition Just Don apparel collection that consumers can only obtain by winning a sweepstakes — no retail channel, no price tag. The 'My Style' collection, open for entries through September 7, 2026, deepens a relationship that first produced the 'Just Rémy' collaboration in 2018 and signals the cognac house's continued investment in luxury streetwear as a brand-building tool.
The Prize Structure
Sixty-three winners will be selected across three tiers. Three grand prize winners receive a Just Don leather jacket; ten first-prize winners take home a Just Don hoodie; and fifty second-prize winners receive a Just Don t-shirt. The sweepstakes is open to U.S. residents aged 21 and older in all 50 states and the District of Columbia.
By keeping the collection entirely out of retail, Rémy Martin reinforces exclusivity as a core brand value — a strategy increasingly common among premium spirits labels looking to extend their footprint into lifestyle and fashion without diluting product scarcity. For on-premise operators and hospitality buyers, activations like this one offer a useful template: tying limited merchandise to experiential or sweepstakes mechanics drives consumer engagement and brand affinity well beyond a standard bottle promotion.
Culture as a Brand Strategy
Tonia Mancino, Vice President of Luxury Brands at Rémy Cointreau Americas, framed the partnership around shared creative values. "Don C has built his career by honoring culture, pursuing excellence, and creating luxury through an unconventional lens," she said, adding that the collection recognizes "the power of craftsmanship, authenticity, and the courage to chart your own course."
Don C, whose Just Don label sits at the intersection of high fashion and streetwear, echoed that positioning. "Personal style is one of the most authentic forms of self-expression," he said. "The collection reflects the intersection of excellence and craftsmanship that has long defined both Just Don and Rémy Martin."
For the broader beverage industry, the move illustrates how heritage spirits brands are leveraging fashion collaborations to stay culturally relevant with a younger, style-conscious legal-drinking-age audience — a demographic that increasingly discovers premium spirits through lifestyle touchpoints rather than traditional advertising. Rémy Martin V.S.O.P, the cognac anchoring the campaign's messaging, is positioned as a product defined by intention and craft, mirroring the design ethos Don C brings to apparel.
Hospitality and restaurant beverage programs looking to activate premium cognac on-premise can draw a direct line from this kind of cultural marketing to increased consumer pull-through: when a spirit earns lifestyle credibility, it tends to travel from sweepstakes buzz to back-bar consideration. Rémy Martin, owned by Rémy Cointreau and tracing its founding to 1724, has long specialized in Fine Champagne cognacs, a category that spans its V.S.O.P, 1738 Accord Royal, Club, Tercet, and X.O expressions.
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.
