Larsen Cognac marks centenary with new look
After buying Larsen Cognac in 2023, International Beverage has introduced a new identity for the brand as it celebrates 100 years.
The new approach draws inspiration from a journey that began in 1926.
With a heritage of 100 years in crafting premium Cognac, the investment will support Larsen’s strategy to establish itself as a global player in the Cognac category.
The focus will be on driving growth in its core markets, which include the Nordics, Baltics, China, and the global travel retail channel.
Additionally, the brand plans to enter new markets worldwide, aiming to attract new consumers to the Cognac category.
The refreshed brand features a logo designed to be ‘more impactful’ and a distinctive colour palette that aims to reflect Larsen’s heritage and sophistication.
At its core is a revamped Drakkar pictogram, symbolising the pioneering Viking spirit and serving as a longstanding emblem of the Cognac house.
This new visual identity incorporates stylised elements of naval architecture, with elegant curves inspired by Viking longships.
Central to Larsen’s transformation is the philosophy of ‘smooth sailing’, which draws inspiration from “the brand’s heritage, its fresh Nordic spirit, and the founder’s belief in steady progress, self-mastery, and openness to the world.”
This philosophy will also be showcased through a new brand platform, which will roll out in global markets later in 2026, accompanied by a series of signature serves.
Larsen is also planning to launch two new products to enhance its core range, which currently includes its VS, VSOP, and XO Cognacs, as well as Larsen Drakaar.
Emmanuel Dokhelar, managing director of Larsen Cognac, commented: “Larsen is a Cognac that has always done things differently and charted its own path, from the adventurous story of our founder to the fruity style of our spirit and our bold Nordic-inspired packaging.
“It’s very exciting to now be retelling the Larsen story to new audiences around the world during our 100th anniversary year.’
Larsen Cognac became part of ThaiBev’s International Beverage division in September 2023, following its acquisition from Anora for €54.1 million (US$58 million).
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