Inspired by the brand’s history and Parisian heritage, the new design will start with the brand’s 700ml and one-litre bottles of VS, VSOP and XO, which will roll out in September.

The rest of the Courvoisier collection will be made available with the new look from the beginning of 2016.

“Courvoisier has always been proud of its deep Parisian heritage,” said Jeanette Edwards, Beam Suntory’s director Cognac. “It represents the roots of our brand and defines what makes us unique in this 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 into the future too.”

The new packaging design has been created to “elevate” the range above other Cognac brands and is based on architecture from the Paris Golden Age, including the Eiffel Tower. Created by design agency Jones Knowles Ritchie, which worked with Courvoisier on the new look, the box and bottle both feature a purple and gold-embossed design that “contemporises” the look and “harnesses the elegance and extravagance of the time”. Furthermore, in order to signify the increase in age from VS to XO, the new pattern becomes more elaborate as the Cognac expressions get older.

“Courvoisier is embarking on a new chapter that takes consumers on a journey through the ages to discover the brand’s rich Parisian heritage,” added Chris Anderson, Maxxium UK’s marketing controller for luxury brands. “As the UK’s leading Cognac, Courvoisier is set to reinvigorate the category with a brand new look that embodies this storied Cognac.”

Courvoisier’s new-look design will be supported by a global campaign, which is to be announced in due course.

Source: The Spirits Business


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