Courvoisier unveils new-look designs and creative campaign

Courvoisier has unveiled a striking new look for its bottles that honours its 19th-century origins.

In the new designs, Courvoisier says it is paying homage to its foundation in 1828 by Félix Courvoisier, by reimagining design cues from the period. The new packaging will debut globally across its portfolio of Cognacs.

Maison Courvoisier managing director Jon Potter said the brand was entering a new era: "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. From our home in Jarnac to our portfolio of beautiful, floral Cognacs, our house believes in being welcoming to all."

Alongside a new era for its design, Courvoisier has also announced the end of an era in its distilling operations with the retirement of its sixth chief blender, Patrice Pinet. Pinet joined Courvoisier in 1989 as production manager and was appointed chief blender in 2009. He will be succeeded by Thibaut Hontanx, who most recently served as Courvoisier's master distiller.

Of his appointment, Hontanx said: "It is a true privilege to make the dream of Maison Courvoisier a reality. As newly appointed caretaker of our exceptional range of Cognacs, I will continue to embrace the maison's commitment to community. As each drop of our Cognac is a collective effort, from our vine growers to our distillers, we value our close-knit group of artisans in Jarnac."

As well as a new chief blender, Courvoisier is also welcoming artist Yinka Ilori as its global 'ambassador of joy' - a role created exclusviely for him as part of a new global partnership. The London-based multidisciplinary artist works to creatively infuse his British-Nigerian background into his pieces.

In partnership with Courvoisier, Ilori has created "We Found Joy", an immersive series of global events embodying the beauty of summer in Courvoisier's home in France. The series kicks off on 3 March, 2022 in New York City before travelling to cities worldwide.

Ilori said: "For me, the essence of joy is through the use of colour. It makes people smile, it brings people together and delivers a natural sense of conviviality. Like Courvoisier, each piece of my work is inspired by a community, a celebration of the fabric of collective energy."

Ilori will be joined by other creatives bringing the multi-sensory experiences to life through their media, including actor and producer Rashida Jones, chef Vladimir Mukhin, jazz musician Moses Boyd, and fashion photographer Betina du Toit, each showcasing their interpretation of "joy". The campaign launches today, 15 February, on Courvoisier's social media channels.

15 February 2022 - Bethany Whymark