Courvoisier makes an impression with three-part LEP for Chinese New Year

By Luke Barras-hill |

Dashes of artistic flair imbue the three-part bottle series from Courvoisier.

Maison Courvoisier has released a special edition three-part bottle series for Lunar New Year in collaboration with Chinese artist and painter Jiannan Huang.

In a nod to the Year of the Dragon, an animal of profound symbolic importance to China, the cognac maker has drawn on the enamel and traditional Chinese artistry prowess of Huang’s team to fashion a trio of bottlings: L’Essence, XO Royal and XO.

Underpinning the established heritage and craftsmanship of Courvoisier, the collection will be available in select global travel retail locations worldwide.

Manuel Gonzalez, Brand Marketing Director, Beam Suntory Global Travel Retail, commented: “I’m so excited that we will be offering this very special Lunar New Year collection to selected travel retail doors, to celebrate the Year of the Dragon with our valued travelling consumers.

Beam Suntory Brand Marketing Director Global Travel Retail Manuel Gonzalez

Manuel Gonzalez, Brand Marketing Director, Beam Suntory Global Travel Retail.

Limited allocations at airports

“These exceptional cognacs showcase the Maison’s commitment to honouring legacy, while embracing innovation and premiumisation.

“Following its brand relaunch in 2022, Courvoisier has made great progress in reimagining the cognac category for the modern luxury consumer. This latest milestone collection embodies the brand mission to embrace joie de vivre and celebrate life’s precious moments.

“And we are confident that these cognacs will enhance our gifting offer in travel retail throughout the key Lunar New Year period.”

Under Huang’s tutelage, the first bottle in the collection is L’Essence de Courvoisier (US3,850) that takes its inspiration from his original dragon painting displayed on the bottle and box.

The eaux-de-vie is unaltered from its original L’Essence blend to ‘preserve its unique and exceptional rarity’, according to Beam Suntory.

The liquid (42% ABV) combines more than 100 rare eaux-de-vie sourced from the most exclusive crus within the Cognac region, namely Grande Champagne and Borderies.

It is available in limited quantities from the following airports: Haikou Meilan International, Hainan; Shanghai Pudong; Hong Kong International; Macau International; Singapore Changi; Taipei Taoyuan; Seoul Incheon; Paris CDG; Hamad International, Doha; New York JFK; and Los Angeles International.

China Duty Free’s Haikou and Sanya International Duty Free Shopping Complexes also receive allocations, plus Zhuhai Duty Free at its shopping mall in Macau.

Renowned Chinese painter and artist Jiannan Huang was born in the Year of the Dragon.

While the XO Royal and XO blends remain unchanged, new packaging features a deep red dragon design to keep consistency with the visual elements of the collection.

XO Royal (US$289) marries two rarely blended crus, Fins Bois de Jarnac and Grande Champagne eaux-de-vie, matured for up to 30 years in Courvoisier’s signature Limousin and Tronçais casks.

Meanwhile, XO ($191; 700ml) pays homage to the terroir of the Cognac region with carefully selected eaux-de-vie matured in proprietary barrels using complex ageing techniques and crafted from a combination of crus with a majority of Grande Champagnes, along with very old Borderies and a selection of Petites Champagnes.

The XO Royal and XO special editions will be available at global travel retail and domestic doors.

“This creative partnership with Maison Courvoisier has allowed me and my team to fuse enamel techniques and traditional Chinese art, providing not only a remarkable canvas for storytelling, but also enabling me to pay homage to the dragon’s symbolic power and elegance,” added Huang.

“Together, we’ve created something truly enchanting that immerses cognac aficionados in the rich customs and festivities of Lunar New Year.”


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