Rémy Martin Steps Into Latin Grammys With New Campaign

Rémy Martin is pulling up to the 2026 Latin Grammys with something to say. The luxury cognac house is bringing its first-ever activation to the ceremony through a campaign called My Celebración, and they're not just showing up—they're partnering with Kapo to make it feel authentic.

The move signals what a lot of brands are finally understanding: Latin music isn't a niche market, it's the market. The Grammys' Latin categories have been the most competitive, most streamed, and most culturally relevant corner of the awards for years. Rémy's recognizing that by investing in the artists and the people actually making the noise, not just slapping their logo on a bottle and calling it a day.

Collaborating with Kapo—someone embedded in the culture—keeps this from feeling like a corporate cash grab. That matters. The campaign is framed around celebrating the people behind the music, which is the only angle that lands in a space where authenticity is everything.

Brand partnerships with award shows are standard. But when they're done right—when they actually respect the culture instead of just chasing a demographic—they can mean something.

Read the full story at Billboard → https://www.billboard.com/culture/product-recommendations/remy-martin-kapo-2026-latin-grammys-partnership-1236379516/