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Courvoisier unveils 223-year-old Cognac at London pop-up
Courvoisier is to showcase a 223-year-old Cognac for the first time in the UK at a pop-up tasting room at Harrods next month.
As well as this delightful paper theatre, L’Atelier de Courvoisier will also showcase its oldest known Cognac
L’Atelier de Courvoisier will be a “contemporary reimagining” of the brand’s Paradis ageing cellar, home to some of Courvoisier’s most prized vintages, lasting for four days between 5-8 December.
On display will be a rare bottle of 1789 Courvoisier, the oldest known vintage from the house dating back to the time of the French Revolution.
While the rare vintage will not be available for tasting, Courvoisier will guide visitors on a multi-sensory journey through the heritage of the brand during a series of evening events hosted by master blender Patrice Pinet.
Held for Harrods consumers, press and readers of The Economist’s Intelligent Life magazine, the events will feature a tutored tasting and food pairing of Courvoisier XO and Courvoisier Succession.
The room will also feature a series of displays showcasing the Cognac brand’s history and heritage, from tools used during the production process to a miniature paper theatre.
Chris Anderson, marketing controller for luxury brands at Courvoisier distributor Maxxium UK, said: “L’Atelier de Courvoisier deconstructs the creation of Courvoisier, bringing its craftsmanship to life. It allows visitors to immerse themselves in the alchemy and explore every detail of production, giving them a unique insight into this luxury spirit. It is our craftsmanship and meticulous standards that we follow from grape to glass, that sets us apart from our competitors and supports our premium price positioning in the market.
“We anticipate that the novelty of the 1789 bottle of Courvoisier will create curiosity amongst Harrods consumers and something of a sensation amongst rare cognac collectors worldwide.”
The pop-up marks the launch of a new global marketing campaign Alchimie de Courvoisier, which will redefine the luxury positioning of Courvoisier by communicating the brand’s high-quality production process. The group will unveil more details about the campaign in 2013.