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Courvoisier Extravagance is inspired by the Paris Golden Age of the late 1800s, described as a time of freedom for artistic expression |
Beam Suntory Inc, in collaboration with Maxxium Travel Retail, is introducing Courvoisier Extravagance exclusively in travel retail from September, with support at three major European airports before Christmas.
Inspired by the Paris Golden Age of the late 1800s, described as a time of freedom for artistic expression, Courvoisier Extravagance “celebrates a time when Courvoisier became well known, savoured by Napoleon III and toasted at the opening of the Eiffel Tower”, Beam Suntory said.
Paying homage to the first Fine Champagne Cognac created by Courvoisier in the Extravagant Period in the early 1900s, Courvoisier Extravagance is a blend made from grapes harvested exclusively in just two regions – Grande Champagne and Petite Champagne. The resulting combination of aromatic subtlety and smoothness is said to have won it a Gold medal at The Cognac Masters 2014 by The Spirits Business.
The bottle design is inspired by the architecture of the Grand Palais in Paris which was created by four Golden Age architects, including Charles-Louis Giralut. The Jarnacaise-style bottle is housed in a presentation tube with labelling that references the flowing architecture of the Grand Palais.
Activation begins in November at Amsterdam Airport Schiphol with Schiphol Airport Retail and in Madrid with World Duty Free Group. In December Courvoisier Extravagance will take centre stage at London Heathrow Airport Terminal 5 with tastings at the bar of the new marque’s signature serve, the Courvoisier Extravagance Champagne Cocktail. The launch will also be marked with a one month ownership of the branded wall, making Courvoisier the first Cognac house to take over the prominent space. Activation will be further rolled out across other European airports in 2015.
Courvoisier Extravagance 700ml retails at €89 and will complement Courvoisier Le Voyage de Napoleon, the travel retail exclusive range of VS, VSOP and XO Cognacs launched last year.
Beam Global Travel Retail Marketing Director Michael Cockram said: “Courvoisier Extravagance embodies the Cognac house’s luxury French credentials and bridges the gap between our VSOP and XO Cognacs. It combines the quality, tradition and craftsmanship of Courvoisier with the brand’s historic connections to the Paris Golden Age, celebrating the brand’s status in its home country. This exclusive expression will appeal to younger adult shoppers looking for a Cognac that they can serve at celebratory social occasions.”
Maxxium Travel Retail Managing Director Glen Williams added: “We are delighted to launch Courvoisier Extravagance and especially pleased to mark the event with activations in Amsterdam and Madrid and by being the first Cognac to occupy the new branded wall at London Heathrow T5. Courvoisier Extravagance has a high energy yet elegant presence on shelf and we look forward to introducing it to travellers.”
Courvoisier has been handcrafting Cognac since the reign of Napoleon more than 200 years ago. Legend has it that the French military and political leader held Courvoisier in such high regard that he chose it as one of his luxury items when sent into exile. Since then, the title “˜The Cognac of Napoleon’ has adorned each bottle. Courvoisier is the only Cognac house to be awarded The Prestige de la France, the highest accolade for quality.
