Courvoisier's New Collection of Cognacs Revolutionizes an Industry
Tracy Wallace — November 19, 2010 — Luxury
References: extravaganzi & tastingpanelmag
Courvoisier is now the first of the four major cognac producers to put a cognac's age on the bottle -- revolutionizing the luxury spirits market. The new Courvoisier Connoisseur Collection is a trio of aged cognacs including Courvoisier 12, Courvoisier 21 and L'Essence de Courvoisier. Retailed separately, the products sell for $50, $250 and $3,000.
In the past cognac has used a lettering system in order to denote the age of the spirit. VS, for bottles aged two or more years; VSOP for four years and XO for six years. With the belief that the lettered system is confusing to the average consumer, they have shucked tradition and allowed numbered statements.
The L'essence de Courvoisier however, is not numbered. Instead, it is sold under the proprietary name. The result is a combination of over 100 aged cognac spirits that have been blended together in order to create the rare combination. Some of the eaux-de-vive used in the blend dates back to the early 20th century.
In the past cognac has used a lettering system in order to denote the age of the spirit. VS, for bottles aged two or more years; VSOP for four years and XO for six years. With the belief that the lettered system is confusing to the average consumer, they have shucked tradition and allowed numbered statements.
The L'essence de Courvoisier however, is not numbered. Instead, it is sold under the proprietary name. The result is a combination of over 100 aged cognac spirits that have been blended together in order to create the rare combination. Some of the eaux-de-vive used in the blend dates back to the early 20th century.
Trend Themes
1. Age Label Revolution - Courvoisier's decision to put the age of their cognacs on the bottle disrupts the luxury spirits market by simplifying the consumer's understanding of the product's age.
2. Proprietary Naming - Introducing the L'Essence de Courvoisier as a proprietary name instead of a numbered label presents a unique disruptive opportunity in the cognac industry by emphasizing rarity and exclusivity.
3. Blend Heritage - Blending over 100 aged cognac spirits to create the L'Essence de Courvoisier opens up disruptive innovation possibilities for creating unique and exceptional blends in the luxury spirits industry.
Industry Implications
1. Luxury Spirits - Courvoisier's innovation in labeling and product naming presents disruptive opportunities for other luxury spirit brands to enhance consumer understanding and create unique selling propositions.
2. Beverage Alcohol - The introduction of a new approach to labeling and naming of cognacs presents disruptive innovation opportunities for the broader beverage alcohol industry to enhance consumer education and product differentiation.
3. Cognac - Courvoisier's new collection of cognacs, along with the introduction of numbered labels and a proprietary name, opens up disruptive innovation possibilities for other cognac producers to differentiate their offerings and attract new customers.
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