Cognac Larsen to reveal new brand identity

Cognac Larsen is set to unveil a new brand identity and packaging at trade show Prowein next month, scrapping its key message as the ‘Cognac of the Vikings’.

Cognac Larsen will reveal a new brand identity centred around the ‘spirit of adventure’ at Prowein 2016

The brand, owned by Nordic wine and spirits group Altia, will showcase a new print advertisement featuring a re-imagination of the drakkar Viking ship, which will also appear on the Cognac’s new website.

Larsen will also replace its key brand message of ‘Cognac of the Vikings’ with ‘Spirit of Adventure’.

Cognac Larsen was launched by Norwegian adventurer Jens Reidar in 1926.

In 2013, Rémy Cointreau sold Larsen Cognac to Altia, less than one year after acquiring the brand itself.

Last November, Altia appointed former BNIC communications head Jérôme Durand as managing director for its Larsen and Renault Cognac brands.

At the time of his appointment, Durand said that Larsen “needs to grow in stature rather than size”, adding that a new brand identity based around the ‘spirit of adventure’ concept had been created.

Ahead of Prowein next month, Durand said: “We have kept the spirit of Jens Reidar but we have changed the positioning and focused more on the elegance, purity and fruit of the Cognac’s blend ‒ which has remained a secret since the day Larsen developed it.”

“The new brand identity conveys these messages, which are very Nordic and appeal to today’s Cognac drinkers in international markets, who are adventurous in the way they drink Cognac. The ‘Spirit of Adventure’ has replaced the ‘Cognac of the Vikings’.”