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Courvoisier, a luxury brand of Cognac is updating packaging across its portfolio, adding a more modern look and aiming to enhance the sense of luxury around the products. Following a revamp of the Courvoisier VS packaging last October, the brand has now introduced a new premium design for its Courvoisier XO Imperial and Courvoisier VSOP gift boxes.

The color of the Courvoisier VSOP Exclusif bottle and gift box has also been updated to a vibrant red, offering a point of difference from the rest of the range and maximizing on-shelf visibility. The VSOP marque has also been added to the packaging.

Beam Global Spirits & Wine Director for European Travel Retail, Middle East & Africa Gareth Brown said: “The investment in new contemporary packaging comes at a time when the trend towards premiumisation is growing, further enhancing the brand’s appeal to discerning travelers.

“Travel retail is a priority market for Courvoisier and having secured the number two slot in European travel retail with almost +30% growth in volume [according to the IWSR 2009-10], we will continue to revolutionize the market with innovation and activity we have in the pipeline.”

Maxxium Travel Retail Managing Director Glen Williams added: “The new-look packaging endorses the quality cues of Courvoisier and will create more impact on shelf. We look forward to rolling it out as we are confident that it will appeal to target consumers and lead to an uplift in sales.”

Courvoisier.com
Via Moodiereport