New packs for Courvoisier travel retail range

Beam is launching an exclusive travel retail range from Courvoisier entitled Le Voyage de Napoleon, a collection of the brand’s VS, VSOP and XO cognacs presented in new, luxurious packaging.

Designed to appeal to modern, discerning consumers while tapping into the growing trend towards luxury products, the new range provides an exclusive offering and a gifting solution for travellers. 

Available from early 2013, the packaging is inspired by the journeys of the French conqueror, a figure intrinsically linked to Courvoisier’s heritage. It celebrates the star that Napoleon called upon for luck at the start of each battle, a symbol which later became central to the design of the Légion d’Honneur, the French military order established by Napoleon.

Beam’s international marketing manager EMEA, Nina Knezevic says: “We are confident that Courvoisier Le Voyage de Napoleon will appeal to the world’s discerning drinkers as it offers Courvoisier loyalists a unique set of our key expressions across the price range, exclusive to this market.”

Beam’s EMEA travel retail business manager, Antony Kime says: “Travel retail is a unique and important channel for Courvoisier and provides a great platform to showcase the brand to a global audience. Many travel retail customers look for premium brands with a point of difference to those found in domestic markets as they make the perfect luxury gift, so it is essential that we cater for this demand.”

Courvoisier has been handcrafting the finest cognac since the reign of Napoleon more than 200 years ago and is the only cognac house in to be awarded The Prestige de la France – the highest accolade for quality in France.

Legend has it that Napoleon held Courvoisier in such high regard that he chose it as one of his luxury items when sent into exile. Since then, the title ‘The Cognac of Napoleon’ has proudly adorned each bottle to this day.

The new Le Voyage de Napoleon collection was showcased by Maxxium Travel Retail at TFWA Cannes on 22-26 October 2012. 

About Beam Inc.  one of the world’s leading premium spirits companies.  Brands include Jim Beam Bourbon, Maker's Mark Bourbon, Sauza Tequila, Pinnacle Vodka, Canadian Club Whisky, Courvoisier Cognac, Teacher's Scotch Whisky, Kilbeggan Irish Whiskey, Laphroaig Scotch Whisky, Cruzan Rum, Hornitos Tequila, Knob Creek Bourbon, EFFEN Vodka, Pucker Flavored Vodka, Larios Gin, and Whisky DYC. Beam and its 3,200 passionate associates worldwide generated 2011 sales of $2.8 billion, volume of 34 million 9-liter cases and some of the industry’s fastest growing innovations. Headquartered in Deerfield, Illinois, Beam is traded on the New York Stock Exchange under the ticker symbol BEAM and is included in the S&P 500 Index and the MSCI World Index. 

Maxxium Travel Retail (MTR) is the joint venture between Beam Inc and The Edrington Group. It manages premium brands from both companies’ portfolios, plus a number of third party brands. MTR is responsible for the marketing and distribution of the shareholders´ brands in most of European travel retail. The portfolio places it as one of the three leading spirits distributors in Duty Free and Travel Retail in Europe.

5 November 2012 - Felicity Murray