According to Courvoisier global brands ambassador, Rebecca Asseline, the company has undertaken the redesign to tap into Courvoisier’s provenance and heritage at the heart of nineteenth century culture.
The brand is using the idea of the Parisian golden age, or ‘Belle Epoque’, which included the World’s Fair in 1889 and the creation of the Eiffel Tower, as well as the prominence of such cultural icons as artist Henri de Toulouse-Lautrec and restaurant, Maxim’s.
Courvoisier was served when the Eiffel Tower opened, and it is claimed to have been a beloved drink of the architect, Alexandre Gustave Eiffel.
This is reflected in the packaging of the product, which includes the lattice effect and curved structure of the Tower, alongside bright gold and purple colours to signpost the era.
Other changes to the brand include bottle shape changes to the VS and VSOP products to allow consumers to differentiate between them more easily than by labelling alone.
It is hoped the move will also attract a young and diverse audience, alongside the brand’s traditional older demographic, as the brand aims to revitalise the category in a similar way to how gin and rum has been successful in the last few years.
Courvoisier now plans to take the idea forward and will be releasing more detail across the summer and autumn.