Serena Williams to star in Rémy Martin’s Tremendous Bowl spot

For these causes, Williams made a super determine for the model, Beckers mentioned.

“Serena Williams is a feminine chief within the sport world however not solely that, she’s an icon, she’s very inspirational, [and] she has been transcending the game class,” Beckers mentioned. “And we imagine that she additionally has been capable of personal this greatness partly as a result of she was supported by her household. She has been famously coached by her father alongside her sister Venus, and this custom of passing information era to era and dedication to excellence she had in her profession is absolutely is known as a good match for our model.”

Williams’ charisma has additionally made her interesting to Michelob Extremely, which she has commonly endorsed. This yr, she is amongst a solid of athletes and actors within the Anheuser-Busch InBev’s model’s “Caddyshack”-themed Tremendous Bowl advert that was launched earlier this week.

Beckers didn’t particularly reply to a query concerning the model’s consolation with a star in a quasi-competitor’s advert however famous Williams was the spot’s “singular star.” Michelob Extremely representatives weren’t instantly obtainable for remark.

See the Tremendous Bowl 2023 teasers launched up to now

“I’m honored and excited to have the ability to work with Rémy Martin, whose core values are so much like my very own private rules,” Williams mentioned in a Rémy Martin press launch. “Rémy Martin is a model primarily based on generosity, authenticity, and teamwork, all qualities that I’ve taken nice strides to include in my life and my profession. Collectively, we’re extremely excited to encourage others with ‘Inch by Inch’ and group up in pursuit of excellence, which is a message that has all the time resonated with me and I am positive will resonate with viewers nationwide.”

Cognac might not but be a Tremendous Bowl social gathering staple however Rémy Martin has been using excessive currently, pushed by the premiumization pattern, and the pandemic, as folks handled themselves whereas at dwelling, Beckers mentioned. Patterns have normalized because the pandemic results light, however gross sales of the Rémy Martin model are nonetheless up by double digits since pre-COVID, he added.

“Our focus to proceed recruiting, partaking, educating a brand new client and in addition to encourage them to find new consumption events,” Beckers mentioned.