Welcome to the latest edition of The Moodie Davitt Spotlight Series eZine. Known as the Cognac of Napoléon, Beam Suntory-owned Courvoisier is undergoing a profound transformation as it welcomes a new Master Blender and reveals a refreshed brand identity.
‘Joie de Vivre’, which translates to ‘celebration of life’ in English, is the central tenet of this new brand universe. It is also the subject of this special edition of the Moodie Davitt Spotlight Series eZine, which explores the key elements of Maison Courvoisier’s transformation into a more inclusive, more vibrant and more dynamic Cognac house.
We take a look at the brand’s ‘We Found Joy’ global campaign and the diverse and multi-talented cast of young artists it has appointed as ‘Ambassadors of Joy’. The campaign kickstarted with British-Nigerian multi-disciplinary artist Yinka Ilori and has expanded to include a striking film series called ‘Welcome to Maison Courvoisier’.
In lockstep with the distribution of the film series, the recently refreshed brand packaging will debut globally across the brand’s award-winning portfolio. The new look rediscovers distinctive codes from centuries past that characterised Courvoisier during the Belle Époque era.
Importantly, Courvoisier recently unveiled its first-ever boutique in Hainan at the magnificent, newly opened cdf Haikou International Duty Free Shopping Complex. The boutique was inspired by the house’s French heritage and offers sampling, premium personalisation and interactive digital elements. We bring that vibrant environment and ambience to life in both words and pictures and underline its importance in the context of Courvoisier’s travel retail expansion.
As Courvoisier turns the page, it welcomes two striking new innovations that underscore its commitment to rewriting the rules of Cognac: XO Royal pays homage to the house’s strong connection to royalty, while Mizunara brings together the know-how and craftsmanship of two Master Blenders.
In a compelling interview, we catch up with Beam Suntory Global Travel Retail Director Ashish Gandham who talks about Courvoisier’s ‘Joie de Vivre’ brand refresh, its premiumisation drive and its milestone opening in Hainan with China Duty Free Group.
Throughout these pages, we relate the evocative narrative of how Courvoisier is balancing its legacy as the Cognac of Napoléon with its ambition of becoming the Cognac of tomorrow.
The Moodie Davitt Report Brands Director Hannah Tan-Gillies
