US – Cognac brand Rémy Martin is partnering with Michelin Guide chefs for a sustainable pairing series, shedding light on the compatibility of spirits with local ingredients and flavours from California.
The locavore pairing series echoes Rémy Martin’s commitment to what the brand calls ‘sustainable excellence’ and celebrates culinary craftsmanship. The brand has teamed up with Michelin-awarded chefs to explore cognac as a complement to dishes made with local flora and fauna ingredients. Chef Matthew Kammerer took inspiration from the sea, pairing ice cream with a Californian wakame seaweed sprinkle and Rémy Martin XO.
Brands beyond the food sector are starting to explore locavore principles through travel and hospitality concepts, inviting visitors to discover how land shapes local delicacies, and now a spirits brand is bringing terroir to the table. Such activations pairing sustainability with heritage spotlight how the luxury industry can champion Redemptive Diets, and cater for the changing expectations of gastronomy enthusiasts.
Strategic opportunity
Consumers crave educational and engaging eating experiences. Fostering locavore behaviours is one way to tap into this shift for brands in the food, drink, events, travel and hospitality spaces