Courvoisier looks to its Parisian roots

Courvoisier XO

Beam Suntory has revealed a new direction for Courvoisier, inspired by its history and Parisian heritage.

Courvoisier’s roots in the French capital, which date back to the Paris Golden Age and the Grand Opening of the Eiffel Tower in 1889, take centre stage in the re-brand, reflecting the extravagance, discovery and celebration of the era. They are also the inspiration for a new global marketing campaign.

The new packaging for Courvoisier’s entire range will be available from September, beginning with 700ml and one litre bottles for VS, VSOP and XO. Fractionals will follow early next year.

The new livery expresses the Courvoisier story with cues from the Paris Golden Age. The pattern is inspired by the architecture of the era, including the Eiffel Tower, and a purple and champagne gold-embossed design “contemporises the look and harnesses the elegance and extravagance of the time”.

To achieve differentiation across the range from VS to VSOP and XO, the new signature pattern becomes more intricate as the age of the cognac increases.

Beam Suntory’s Director Cognac, Jeanette Edwards, revealed that Courvoisier has ‘rediscovered its soul’ to shape the inspiration for the 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,” said Edwards.

“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.”

Maxxium UK’s Marketing Controller for Luxury Brands, Chris Anderson added: “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.”

Full details of the global campaign are to be unveiled soon.