New packaging for Courvoisier

The first product in the cognac range to reach travel-retail is a revamped Courvoisier VS.

Cognac brand Courvoisier is to enhance the packaging of all its products to “create a more consistent look” and increase on-shelf impact, the company said. The first repackaged product from the range to be launched in the travel-retail and duty-free markets is Courvoisier VS, with an unchanged bottle and a new label.

Beam Global Spirits & Wine European travel-retail director Gareth Brown said: “These changes are important for consistency and to communicate the quality of Courvoisier. They further unify the range and reflect the rich 200-year heritage as well as the contemporary and revolutionary spirit of the brand.

“Travel-retail is a priority market for Courvoisier and these changes will enhance its luxury appeal to discerning travellers,” he added.

The company also said that the packaging changes will be rolled out across the Courvoisier range from 2011.