Beam Inc launched an exclusive travel retail range from Courvoisier entitled 'Le Voyage de Napoleon" at the TFWA World Exhibition last month in Cannes. Once a year in Cannes, famous of its film festival, Cannes presents the International duty free and travel retail industry trade show in the same building they have the film festival.
'Le Voyage de Napoleon' is a collection of the brand’s renowned VS, VSOP and XO Cognacs presented in new packaging, designed to appeal to modern, discerning consumers while tapping into the growing trend towards luxury products.
Inspired by one of the most famous travellers in history, 'Le Voyage de Napoleon' celebrates the star that Napoleon called upon for luck at the start of each battle - a symbol which later became central to the design of the Légion d’Honneur, the military order established by the French conqueror and still given to celebrate excellence and honor meritorious people.
The collection features a distinctive and opulent packaging design inspired by the journeys of Napoleon, said to be a figure intrinsically linked to Courvoisier’s rich, pioneering heritage.
- Cognac Courvoisier VSOP & XO, Le Voyage de Napoleon Edition
Beam International Marketing Manager EMEA Nina Knezevic commented: "We are confident that Courvoisier Le Voyage de Napoleon will appeal to the world’s discerning drinkers as it offers Courvoisier loyalists a unique set of our key expressions across the price range, exclusive to this market."
Beam Travel Retail Business Manager EMEA Antony Kime added: "Travel retail is a unique and important channel for Courvoisier and provides a great platform to showcase the brand to a global audience. Many travel retail customers look for premium brands with a point of difference to those found in domestic markets as they make the perfect luxury gift, so it is essential that we cater for this demand."
Source: ©The Moodie Report By Colleen Morgan
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