Rémy Cointreau Global Travel Retail has unveiled Louis XIII The Drop, a unique and surprising 1cl format of the ultra-premium Cognac, following a preview at the TFWA World Exhibition in Cannes last year.
The Drop ‘breaks the codes and conventions of Cognac to inspire a new generation that values spontaneity, individualism, and nomadism’, insists Rémy Cointreau.
Premiered at the TFWA World Exhibition & Conference in Cannes, the new format is set to enter selective prestige locations in global travel retail.
“The Drop stands at the crossroads of Louis XIII’s visionary brand statement – Think a Century Ahead,” added Rémy Cointreau. “The breakthrough design challenges traditional Cognac consumption and introduces a new ritual, entrusting modern clients with the essence of Louis XIII in its purest form.”
Each glass bottle contains 1cl of the coveted Louis XIII Cognac blend and is available individually or in an exclusive box of five bottles, in which each ‘reflects a spontaneous mood and mindset: Make It Loud, Make It Glow, Make It Bold, Make It Smooth, and Make It Bright’.
The product’s tagline, #MakeItYours, is said to encapsulate the innate mindset of spontaneous appreciation and the boundless possibilities of personalisation.
A series of accessories, including a new leather bottle case, complements the new 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.
Celebrating the launch, Rémy Cointreau presented a debut immersive retail experience for clients in Southeast Asia which took place from 3 December 2022 to 1 January 2023 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.
Leonardo Ferracina, Global Executive Director Louis XIII Cognac, 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.”
Asia & Pacific,
Asia & Pacific,