The “golden age” in Paris in the late 19th century, when creativity and invention flourished, has inspired new packaging for Courvoisier cognac.
The new direction for the brand will be introduced by owner Beam Suntory in September across the entire range, beginning with VS, VSOP and XO in 700ml and one-litre bottles, followed by smaller-sized fractionals next year.
The new look features an elegant pattern inspired by the architecture of the era, including the Eiffel Tower which opened in 1889. The purple and champagne gold-embossed design combines a contemporary feel with the elegance and extravagance of the period.
To achieve differentiation across the range from VS to XO, the new signature pattern becomes more intricate as the age of the cognac increases.
Courvoisier dates back to the start of the 19th century when it was created by entrepreneurs Louis Gallois and Emmanuel Courvoisier in Paris. However, it was during the city’s “golden age” between 1880 and 1920 – coinciding with France’s Belle Époque – that the cognac was established as the celebratory and luxury drink of choice, enjoyed at a time of great creativity and invention in areas such as art, science, fashion and architecture.
Beam Suntory’s director for cognac, Jeanette Edwards, said that Courvoisier had “rediscovered its soul” to shape the inspiration for the luxury cognac. “Courvoisier has always been proud of its deep Parisian heritage. It represents the roots of our brand and defines what makes us unique in the category. This, combined with the sheer quality of our cognac, is what sets us above the rest.
“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. Now that we have transformed our brand, we are set on transforming the cognac category and innovating far in the future too.”
The new look is part of a repositioning for the brand also inspired by Paris’s golden age, which is set to be unveiled in a new global campaign later this year.
Maxxium UK’s marketing controller for luxury brands, Chris Anderson, said: “Courvoisier is embarking on a new chapter that takes consumers on a journey through the ages to discover the brand’s rich Parisian heritage. As the UK’s leading cognac, Courvoisier is set to reinvigorate the category with a brand new look that embodies this storied cognac.”