The ‘second-largest Cognac in travel retail’, Courvoisier is celebrating its Parisian heritage with the launch of its new GTR exclusive range, the Artisan Edition.

 

Courvoisier Artisan Edition consists of three SKUs, each matured in a range of oak barrels hand-selected by Courvoisier’s master craftsmen.

 

Introducing the range, Courvoisier VS – Double Oak is matured initially in virgin French oak and then old cognac casks to create ‘harmonious depth of flavour’.

 

VSOP – Triple Oak is a small batch cognac which is double matured in ‘new and ancient French oak casks before being married in wooden vats to ensure sublime smoothness’.

 

Finally XO – Ultime, triple aged in new Tronçais types and Limousin casks followed by ‘ancient oak for a revolutionary richness, before ageing for two years in humid cellars by the Charente River in Jarnac’.

 

BEAM SUNTORY PARTNERS BUY PARIS DUTY FREE

Michael Cockram, Global Marketing Director, Travel Retail at Beam Suntory, comments: “We are proud to be paying tribute to our Parisian roots with the launch of Courvoisier Artisan Edition, exclusive to global travel retail.

 

“Courvoisier has always been a pioneer in innovation and the new range allows us to re-assert our forward-thinking through focussing on the wood that is essential to creating our exceptional cognac; a language that will certainly resonate with dark spirit drinkers.”

 

“BuY Paris Duty Free is proud to partner with Beam Suntory for the global launch of Courvoisier Artisan Edition exclusively in global travel retail,” says BuY Paris Duty Free.

 

This exceptional portfolio of cognacs is inspired by the Golden Age of Paris, so it is only fitting that it begins its journey here at Paris Charles de Gaulle, one of the busiest passenger airports in Europe. The innovation behind Courvoisier Artisan Edition will appeal to all dark spirits drinkers and we look forward to welcoming visitors from across the world at this exciting new experience.”

 

Beam Suntory GTR will mark the international launch of the range with a month-long interactive experience at Paris Charles de Gaulle airport from 3 May 2016, incorporating education, tastings, digital interaction and immersive elements.

 

ACTIVATION TAKES OFF

Travellers will be invited to take a virtual lift to the viewing platform at the top of the famous landmark experiencing a video depicting the heritage and craftsmen behind Courvoisier’s leading cognac.

 

Back ‘on the ground’, guests are invited to take a souvenir ‘selfie’ against the Paris skyline before meeting a dedicated brand team to be guided through their tasting journey.

 

Consumers will explore the range in a traditional Parisian bar, where the Artisan Edition collection can be sampled in a ‘toast to Paris’ either neat or in a signature Side Car cocktail, made by expert Courvoisier bartenders.

 

Bartenders will then direct travellers to the Artisan Edition Aroma Towers to select their preferred SKU, receiving a complementary Side Car cocktail glass gift for any purchase over €90.

 

Discover Courvoisier’s Artisan Edition range in global travel retail sites from 3 May 2016 with activations taking place in Milan, Stockholm, Vienna, Amsterdam, Frankfurt and Munich between April – July this year.