Close Menu

Couvoisier gets updated with new look, creative visionary and chief blender

Beam Suntory has revealed updated packaging for its Courvoisier brand and has appointed a new chief blender and global ambassador.

The new packaging, which “reimagines design codes from the 1800s” will debut globally and is said to rediscover “distinctive codes from centuries past that made Courvoisier iconic during the Belle Époque era” such as “the opening of the Eiffel Tower” and “gracing the royal courts of Europe during the 20th century”.

Maison Courvoisier managing director Jon Potter said: “We are entering a new era for Courvoisier. 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.”

Additionally, following the retirement of Courvoisier’s sixth chief blender Patrice Pinet, his successor Thibaut Hontanx has been named as Courvoisier’s seventh chief blender. Pinet joined Courvoisier as production manager in 1989 and was appointed chief blender in 2009. Hontanx has been an integral part of the Courvoisier family, most recently serving as master distiller.

Hontanx said: “It is a true privilege to continue 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.”

Courvoisier has also gained the creative visionary Yinka Ilori as its new global ‘ambassador of joy’ as part of a new campaign entitled “We Found Joy” – a fully-immersive series of global events that will kick off in New York City on 3 March 2022 and travel to cities worldwide later in the year. Ilori, the London-based multidisciplinary artist, is best known for fusing his subject with his British-Nigerian background to create unique and memorable stories through contemporary design.

Ilori added: “Like Courvoisier, each piece of my work is inspired by community, a celebration of the fabric of collective energy. I am delighted to be appointed global Ambassador of Joy for Maison Courvoisier and look forward to introducing the world to ‘We Found Joy’, a physical manifestation of a warm summer’s day in Jarnac, France.”

It looks like you're in Asia, would you like to be redirected to the Drinks Business Asia edition?

Yes, take me to the Asia edition No