Courvoisier: Artisan Edition

Beam Suntory commissioned this project to revive its cognac proposition. Cognac is traditionally a luxury drink, in itself at odds with the tastes of younger drinkers. More than that, the team knew that the definition of luxury had changed dramatically in the last decade. We designed a two day cultural tour focussed on modern luxury and design, guided by leading-edge consumers and attended by the client team including their master blender. The co-creation workshop resulted in a suite of concepts which matched ingredients, look/feel and serve with its commercial and consumer strengths (see below). The result was a new range centred around the heritage of cognac and its role in the Golden Age of Paris, and illuminating the artisans behind the drink. It launched in travel retail the following year. https://www.campaignlive.co.uk/article/courvoisier-transports-travellers-golden-age-paris-beyond/1395500