Beam Suntory Global Travel Retail is seeking to convert single malt Scotch drinkers to Cognac with the launch of the travel retail exclusive Courvoisier Artisan Edition Range.

Developed to engage trade and consumers alike while encouraging a reappraisal of the category, the new collection focuses on three types of oak casks used in the Cognac production process.

Described as an “alternative” to classic single malts, Courvoisier is using the three-product range to focus on both craft credentials and luxury cues.

Courvoisier VS – Double Oak is matured initially in virgin French oak before a transfer to old Cognac casks to “create harmonious flavour”. VSOP Triple Oak is a double matured small batch Cognac which has spent time in bold new and used French oak casks before being married in wooden vats for “sublime smoothness”. XO – Ultime is triple aged in new Tronçais wood and Limousin casks followed by used oak, with the liquid then left to mature for two years in humid cellars by the Charente River in Jarnac.

“We are proud to be paying tribute to our Parisian roots with the launch of Courvoisier Artisan Edition, exclusive to global travel retail,” said Michael Cockram, global marketing director, travel retail at Beam Suntory.

“Courvoisier has always been a pioneer in innovation and the new range allows us to re-assert our forward-thinking through focusing on the wood that is essential to creating our exceptional Cognac; a language that will certainly resonate with dark spirit drinkers.”

In line with the recent Courvoisier Golden Age of Paris rebrand, the Artisan Edition Range is presented in stand-out packaging, supported by a month-long activation at Paris Charles de Gaulle Airport in partnership with BuY Paris Duty Free.

The in-store activity comprises educational elements, tastings, digital interactions and immersive experiences.

Consumers will be “transported” to the Golden Age of Paris via a virtual lift to the top of the Eiffel Tower. Guests are invited to take a “selfie” against the Paris skyline, while a Parisian bar offers Artisan Edition samples, either neat or in a signature Side Car cocktail. A Side Car gift-with-purchase glass is available with any spend over €90.

“BuY Paris Duty Free is proud to partner with Beam Suntory for the global launch of Courvoisier Artisan Edition exclusively in global travel retail,” A BuY Paris Duty Free spokesperson said.

“This exceptional portfolio of Cognacs is inspired by the Golden Age of Paris, so it is only fitting that it begins its journey here at Paris Charles de Gaulle, one of the busiest passenger airports in Europe. The innovation behind Courvoisier Artisan Edition will appeal to all dark spirits drinkers and we look forward to welcoming visitors from across the world at this exciting new experience.”

Courvoisier’s Artisan Edition range is available now in global travel retail sites with activations taking place in Milan, Stockholm, Vienna, Amsterdam, Frankfurt and Munich from April-July this year.