Courvoisier Cognac is to rebrand their whole collection with inspiration taken from the history of the brand and the links with Parisian heritage.
The house is proud of it’s deep Parisian heritage, said Beam Suntory Director, Jeanette Edwards. “It represents the roots of out brand and defines what makes us unique in this category. Our new packaging highlights our modern approach to luxury, and the attention to detail and the sophisticated look of the design reflect the quality of our Cognac”.
The roll out of the new designs will commence in September, with the 700ml and 1 liter bottles of VS, VSOP and XO. The rest of the collection will be available from the beginning of 2016.
The links with Paris include Courvoisier XO being served when the world famous Eiffel Tower was opened in 1889, and the new designs are inspired by the Parisian Golden Age. To signify the increase of age of the Cognacs from VS upwards, the designs get ever more elaborate as the age of the Cognacs increases. The VS will sport deep purple and gold colors, said to “harness the elegance and extravagance of the time”.
Maxxium UK Marketing Controller for Luxury Brands, Chris Anderson, said of the new designs, “Courvoisier is set to reinvigorate the category with a brand new look that embodies this storied Cognac”.
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Sources: harpers.co.uk, thespiritsbusiness.com