Beam Suntory has taken inspiration from the Paris Golden Age in a redesign for cognac brand Courvoisier.
Rolling out from September, the new bottles feature a pattern influenced by the architecture of the era, including the Eiffel Tower. The lattice pattern decorating the bottles is more intricate depending on the age of the brandy – from VS, to VSOP, to XO.
Courvoisier was created in the French capital in the early 19th century by entrepreneurs Louis Gallois and Emmanuel Courvoisier, and had always been proud of its deep Parisian heritage, said Beam Suntory director of cognac Jeanette Edwards.
“It represents the roots of our brand and defines what makes us unique in the category,” 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.”
The brand refresh, by design agency Jones Knowles Ritchie, will be supported by a global campaign later this year.
With sales up £5.2m to £57m, Courvoisier is the UK’s leading brandy [Nielsen 52 w/e 25 April 2015].