Grammy-award-winning rapper and singer-songwriter Future has teamed up with Grand Mariner on a multiyear partnership. The company said the partnership is a merging of cultural innovation with tradition and is “breaking the codes of tradition and evolving culture.”
The campaign titled “Remix Your Legacy, Make It Grand” is the first of the ongoing partnership in celebration of cultural milestones. To mark the celebration, Grand Marnier and Future are hosting a series of intimate and larger pop-up experiences and activations in the U.S. to engage the duo’s fans.
Grand Marnier will invite fans aged 21 and older to attend an exclusive Grand Margarita tasting in New York, Houston and Atlanta from December into early 2025 to drink signature brand cocktails and collect Future’s Dirty Sprite 2 (DS2) vinyl in honor of its decade anniversary. The brand is also inviting fans of Future and cognac connoisseurs to “remix their own legacy” by sharing an interpretation of the brand’s Grand Margarita to win one of three vinyls signed by Future.
Andrea Sengara, vice president of marketing at Campari America said the partnership is a celebration of “creativity and unconventionality.” Sengara went on to point out the similarities between Future and Grand Marnier, who both share an enduring lasting impress rooted in tradition while looking “to redefine what legacy means” as a way to champion the shaping of our culture.
For nearly two centuries, Grand Marnier has combined unlikely elements of cognac and orange liqueur to create its blend of fine French cognac and citrus fruits. With the partnership, Future is helping Grand Marnier usher in its newest chapter to challenge norms and create something new whilst creating an impactful legacy.
The company said Future embraces the brand’s ethos of a Grand Encounter, the idea that “bold combinations and unexpected collisions” can result in something magnificent. With Future’s use of melodies in trap music and collaboration with artists across a wide range of genres, Grand Marnier noted the synergy of the two’s outlook to “remix.”
“As a fan of this iconic brand, it’s an honor to partner with Grand Marnier and create the ‘Remix Your Legacy, Make It Grand’ campaign together,” said Future. “Just like the artistry involved in making music, Grand Marnier has perfected a recipe that embodies craftsmanship and heritage and encourages visionaries of all kinds to remix their legacies. As someone who’s flipped the script and reinvented how artists approach making music, I’m excited to see the response from fans and look forward to seeing how people remix their drink of choice and further elevate the Grand Marg.”
