Louis XIII The Drop, a groundbreaking 1cl format of the ultra-premium Cognac, is set to enter selected locations in travel retail, following its premiere at TFWA World Exhibition in Cannes in October.
To celebrate the impending launch, Louis XIII presented its first immersive retail experience for clients in Southeast Asia from 3 December to 1 January at Design Orchard, Singapore.
Clients were invited to engage with interactive augmented reality experiences, crafting stations featuring engraving and leather embossing activities, and interpretations of #MakeItYours from two local artists.
As reported, the mini-Cognac expression is designed to appeal to a new generation of consumers. Rémy Cointreau Global Travel Retail said The Drop “breaks the codes and conventions of Cognac to inspire a new generation that values spontaneity, individualism, and nomadism”.
The Drop is available as a single unit or in an exclusive box containing five bottles. Each expression is said to reflect a spontaneous mood and mindset: Make It Loud, Make It Glow, Make It Bold, Make It Smooth, and Make It Bright.
The Drop is also inspired by the Louis XIII visionary brand statement – Think a Century Ahead, with the design “challenging traditional Cognac consumption and introducing a new ritual, entrusting modern clients with the essence of Louis XIII in its purest form”.
As reported, the vibrant launch is being supported by a campaign under the tagline #MakeItYours. The campaign reflects the youthful spirit of the launch which seeks to engage with digital-native consumers.
A series of accessories, including a new leather bottle case, complements the “nomadic” Cognac format and makes it possible for clients to carry The Drop with shoulder straps in five different colours to match each of the bottle lids.
Global Executive Director Louis XIII Cognac Leonardo Ferracina commented: “The Drop dares to redefine the boundaries of Cognac consumption and how Louis XIII interprets spontaneity and nomadism.
“We are thrilled to showcase this uniquely exciting way to experience Louis XIII to our travel retail partners. The Drop offers modern clients the opportunity to engage with Louis XIII where and when they want, and even more with the tasting ritual they want – and we believe that travel retail is the perfect environment for this breakthrough innovation to be discovered.”
The Drop has the same aromatic and flavour profile as the first release of Louis XIII Cognac, created in 1874. ✈
