Global spirits business International Beverage has unveiled a stylish and contemporary new look for its Larsen Cognac brand, following the announcement of a major brand refresh in celebration of the House’s centenary this year.
Both the bottle and label design of Larsen’s core VS, VSOP and XO expressions have been beautifully re-imagined to reflect the Cognac’s heritage, its premium credentials and smooth, fruity character – aiming to differentiate the brand in global markets and enhance its appeal for today’s drinkers.
Blending Larsen’s rich heritage with a new modern aesthetic, elegant fluting has been introduced around the base of the bottle, which is also lighter and uses 8 per cent less glass, in line with Larsen’s sustainability goals.
A streamlined new label design features bold colours, including Larsen’s signature red, along with the statement ‘Depuis 1926 France’ engraving to anchor each bottle in the history of the House. A new brand statement – ‘defined by fruit, refined by time’ – has been introduced on the label as a nod to Larsen’s distinctive flavour profile.
Larsen’s iconic symbol, the Drakkar – which has featured on every bottle for 100 years in tribute to the brand’s Scandinavian founder – takes centre stage. Emerging with new clarity, it embodies skilled craftsmanship and the vision of the House: one in perpetual motion, capable of weathering storms without losing its course. It also features on a newly designed, more sustainable bottle closure to lower environmental impact.
Larsen Cognac’s Managing Director Emmanuel Dokhelar said: “This is a bold, modern and premium new look for Larsen, which is a very fitting tribute to the past 100 years, but also sets our course for the next century. It’s a design that doesn’t reinvent Larsen, but reveals what the House has always been about, which is our dedication to craftsmanship, premium quality Cognac and a sense of conviction and doing things in our own way.
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“Each bottle now exudes modern sophistication, with a sense of our unique heritage and flavour profile. We believe this will help to differentiate Larsen and enhance our appeal for modern drinkers around the world, whether they are loyal to Cognac or new to the category.”
For more information, visit: www.interbevgroup.com
