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New look: Courvoisier VS |
INTERNATIONAL. Beam Global Spirits & Wine has announced that Cognac brand Courvoisier is to benefit from packaging enhancements across the range, designed to create a more consistent look and increase impact on-shelf.
First to market in travel retail from October is Courvoisier VS. The iconic Josephine bottle is to be retained, but changes to the labelling aim to contemporise and enhance the premium credentials, said the company.
Beam Global Spirits & Wine European Travel Retail Director Gareth Brown said: “These changes are important for consistency and to communicate the quality of Courvoisier. They further unify the range and reflect the rich 200-year heritage as well as the contemporary and revolutionary spirit of the brand.
“Travel retail is a priority market for Courvoisier and these changes will enhance its luxury appeal to discerning travellers,” he added.
Packaging changes will be extended to other Courvoisier marques in 2011 and beyond.
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