Rémy Martin Makes Latin GRAMMY Debut With Kapo and “My Celebración” Campaign
The 2026 Latin GRAMMY Awards marked a new partnership between French cognac house Rémy Martin and the Latin Recording Academy. The brand made its debut as the Official Cognac of the awards, placing Colombian musician Kapo at the center of a campaign connecting music, personal milestones and cultural identity.
Announced ahead of the November 12 ceremony in Las Vegas, the initiative introduced Rémy Martin’s “My Celebración” platform to Latin music audiences. Instead of focusing only on the ceremony, the campaign emphasizes the people, stories and traditions behind an artist’s achievements.
For Rémy Martin, the collaboration creates a presence inside a major Latin music institution. For the wider industry, it illustrates how brands increasingly seek relationships with artists that can extend beyond a single sponsorship placement.
Kapo Brings an Artist’s Perspective to “My Celebración”
Kapo, a Colombian singer nominated for Best Urban Performance at the 2026 Latin GRAMMY Awards, was selected to participate in the campaign through artist-led social content and a planned red-carpet interview during Latin GRAMMY Week.
His involvement gives the partnership a musician-centered narrative. Rather than presenting an award show merely as a luxury occasion, the campaign connects the idea of celebration to the personal relationships and experiences behind an artist’s career.
That distinction matters for rising artists. A partnership can expand visibility beyond music releases and concert appearances, but its cultural value depends on whether it provides space for the artist’s own perspective. Kapo’s role suggests that Rémy Martin wants its introduction to Latin music audiences to be tied to a recognizable individual story.
A Presence Across Latin GRAMMY Week
The agreement covered more than the main awards ceremony. According to the announcement shared with LaMezcla, Rémy Martin 1738 Accord Royal was designated the featured spirit at Latin GRAMMY Week events including Leading Ladies of Entertainment, the Best New Artist Showcase, and the Person of the Year Gala honoring Daddy Yankee. The brand was also named the presenting spirit for the official Latin GRAMMY Awards after-party.
The range of events is significant: it connects the brand to several different sides of the music business, from emerging performers and women in entertainment to an established reggaeton figure whose career helped shape the genre’s international reach.
Daddy Yankee’s Person of the Year recognition also gave the week a wider historical dimension. The presence of both a veteran of reggaeton’s global breakthrough and a newer Colombian artist highlights the generational span of contemporary Latin music — and the breadth of audiences a sponsor may hope to reach.
Why the Partnership Matters Beyond Awards Night
The Latin GRAMMY connection reflects a broader commercial opportunity around Latin music, where cultural influence increasingly intersects with fashion, lifestyle, entertainment and brand marketing. Yet sponsorship visibility is not the same as credibility: audiences can distinguish between a logo placed at an event and a collaboration that meaningfully engages an artist’s story.
Rémy Martin’s decision to feature Kapo offers one approach to that challenge. The campaign links its celebration theme to an artist whose career is still developing, rather than relying solely on the prestige of the ceremony. Whether that approach builds a lasting connection with Latin music audiences will depend on what the brand does beyond the awards week itself.
The rollout also includes a longer distribution strategy. TelevisaUnivision was announced as a campaign amplifier through its social platforms and ViX, with “My Celebración” content planned to continue through the end of 2026.
That extension is notable because the story does not end when the broadcast concludes. Artist-led digital content can reach listeners who encounter music through streaming, social media and cultural conversation rather than live awards coverage alone.
As “My Celebración” continues beyond the November 12 ceremony, Rémy Martin’s inaugural Latin GRAMMY partnership offers a case study in how luxury brands are positioning themselves around Latin music’s growing cultural reach — with the artist’s own narrative increasingly central to the strategy.
For more coverage of the 2026 Latin GRAMMY Awards, artist milestones and the business shaping Latin entertainment, visit LaMezcla.com and explore the latest music discoveries through the LaMezcla Music App.
