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Cognac Larsen and Renault name new MD
Nordic wine and spirits group Altia has appointed former BNIC communications head Jérôme Durand as managing director for its Larsen and Renault Cognac brands.
Jérôme Durand has been named the new managing director of Altia’s Larsen and Renault Cognac brands
Durand also previously spent seven years in the marketing department of Pernod Ricard before becoming international marketing director at Champagne Pommery.
Later taking up the role of head of communication at trade body the Bureau National Interprofessionnel du Cognac (BNIC), Durand helped launch the International Cognac Summit and the Part des Anges charity auction.
Six years later, Durand returned to Champagne as director of international marketing and development for the group Lanson International Diffusion, working particularly on the Lanson, Besserat de Bellefon and Tsarine brands.
“And now I’m back in Cognac,” said Durand. “It’s just 10 years since I joined the BNIC and it feels great to be here. My new role at SAS Larsen is challenging and exciting. I’ve got my feet on the ground but I have plenty of determination and belief in these brands.”
Renault celebrates its 180th anniversary this year while Larsen will mark its 90th year in 2016.
In 2013, Rémy Cointreau sold Larsen Cognac, known as the “Cognac of the Vikings”, less than one year after acquiring the brand itself.
Durand has announced a series of plans to grow both brands in the year ahead.
“Larsen needs to grow in stature rather than size,” he said. “We have come up with a new brand identity to convey these messages, which is built on ‘The Spirit of Adventure’ and will include a redesign of the emblematic drakkar ship.
“For Renault, the aim is to reinforce the quality image of the brand, to strengthen its identity. For the end of 2015, Renault will launch a new blend of its Carte Noir Extra : Carte Noire Extra Old Limited Edition, which is a Cognac which has been aged in 40-year-old barrels for 180 days – a reference to the house’s 180th anniversary.”