Cognac House Courvoisier has launched its first boutique store in Hainan, at the recently opened CDF Haikou International Duty Free Shopping Complex.

The standalone boutique, launched in partnership with China Duty Free Group, ‘exudes the French art of hospitality’, offering shoppers an immersive, luxury experience of the company’s prestige collection, alongside a dedicated personalised gifting service delivered by professional hosts.

Designed by the Parisian agency Malherbe, the store is inspired by Courvoisier’s vision to savour life’s true pleasures – a founding principle of the House, which was established in 1828 by Félix Courvoisier.

“We’ve entered a new era for Courvoisier,” said Jon Potter, Managing Director for Courvoisier.

“This is an exciting time for our Maison, as we go back to our roots and embrace what Courvoisier was founded on by Félix Courvoisier.

“We’re thrilled to bring the spirit of ‘joie de vivre’ to our fans in Hainan, as they embark on a journey of luxury and the finest cognacs at this boutique.

“We will continue to unveil more exciting news for Courvoisier and our wider portfolio in the months to come.”

As well as introducing shoppers into the recently redefined brand world, the store invites spirits drinkers to consider choosing Courvoisier on ‘more occasions and among friends’.

Rooted in the brand’s heritage yet with a contemporary twist, the architecture is characterised by a white trellis structure inspired by elegant 18th century French royal garden pavilions.

The garden aesthetic is accentuated with blooming flowers in the entryway, capturing Courvoisier’s ‘Cognac in Blossom’ house style.

The oval space evokes a sense of ‘an impromptu garden party among friends and family’ , at which shoppers can discover Courvoisier’s ultra-premium cognac collection, made with the flavours of Jarnac.

“We’re thrilled to see the launch of Courvoisier’s first ever boutique open at the acclaimed Haikou International Shopping Mall,” said Manuel Gonzales, Brand Marketing Director for Courvoisier Global Travel Retail.

“Hainan is an incredibly coveted space and bridges the gap between simple pleasures and elegance.

“We can’t wait to provide our shoppers with this magnificent immersive experience that offers luxury at its finest.

“The exclusive boutique represents our commitment to the premiumisation of our brand offerings.”

Sampling and interactive digital elements are being utilised to help bring the brand’s story to life.

Elegant displays showcase the vibrant new packaging, which debuted globally across the portfolio earlier this year.

Exclusive tasting sessions of the ‘extensive’ Courvoisier prestige collection, including the Courvoisier Royal and Courvoisier Extra, will be hosted at the boutique.

It’s also among the first locations in the world at which consumers can purchase the brand new and limited edition Courvoisier Mizunara.

A bespoke sampling session will soon be bookable in advance through Courvoisier’s new travel retail webapp.

There will also be complimentary tastings available of the core range, sampled neat or mixed into signature cocktails, including the Courvoisier Gala.

Mixology lessons will bring a touch of theatre to the space.

Lastly, there is also a special gifting atelier offering a wide variety of personalisation options including charms, bespoke stickers and handwritten gift cards.

CDF Haikou International Duty Free City Shopping Complex in Hainan, dubbed as the ‘world’s largest single duty free shop’, opened its doors on 28 October 2022.