Remy Martin and Usher are selling NFTs of an AI-designed bottle

Project with Fred & Farid took the singer's words and translated it into artwork

Published On
Jul 28, 2022

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Remy Martin has teamed up with Usher to create limited edition bottles that translated the singer's words into artwork using Artificial Intelligence, some of which will be sold off as NFTs. 

The project, by Fred & Farid New York, was conceived to promote the launch of Usher's limited edition 1738 bottle with Rémy Martin. Usher used his own words to describe the taste of cognac and they were then fed through A.I. technology, known as Generative Adversarial Neural Networks and Contrastive Language-Image Pre-Training, to turn them into the bottle design. 

A total of 50 limited-edition bottles were created, 25 of which will be available to purchase exclusively on, the direct-to-consumer NFT marketplace for luxury wines and spirits. The drop goes live at 10AM EST on July 29 on a first come, first served basis, with the NFT priced at $500. Recipients get an NFT representing the physical bottle, which is stored with BlockBar until the bottle owner is ready to redeem. The remaining 25 bottles will be gifted to Usher and his team to celebrate the 25th anniversary of his album "My Way."

"I’m an artist at my core, so transforming an abstract sensory experience like taste into something visual really spoke to my creative process,” said Usher in a statement. “I am so impressed by the visuals that came out of the A.I. process – they truly represent the medley of tasting notes captured in the flavor. It’s rewarding to see those words translate to real-world artwork that my fans can engage with while bringing taste front-and-center.”