Beam Suntory has unveiled Courvoisier Artisan Edition, exclusive to travel retail |
Beam Suntory is launching a Parisian-inspired travel retail exclusive Cognac range from Courvoisier.
Courvoisier Artisan Edition celebrates the brand’s Parisian heritage, which extends to the grand opening of the Eiffel Tower in 1889, at which the brand was served.
A month-long interactive experience at Paris Charles de Gaulle airport will coincide with the international launch of the range. The activation will recreate the Eiffel Tower’s archways and include a virtual lift, traditional Parisian bar and photo booth.
Other activations will place at airports in Milan, Stockholm, Vienna, Amsterdam, Frankfurt and Munich between April and July.
The collection focuses on the three distinctive types of oak casks used to create the expressions and the influence the wood has on the final spirit. Beam Suntory said the range would encourage a re-appraisal of the category among both trade and consumers.
The drinks company added that Courvoisier Artisan Edition would be seen as an alternative to classic single malts, and tapped into consumer demand for craft and luxury products.
“Courvoisier has always been a pioneer in innovation and the new range allows us to re-assert our forward-thinking through focusing on the wood that is essential to creating our exceptional Cognac; a language that will certainly resonate with dark spirit drinkers,” said Beam Suntory Global Marketing Director, Travel Retail Michael Cockram.
