A NEW ERA
‘Joie de Vivre’ creative campaign and design
Founded in 1828 by Félix Courvoisier, Maison Courvoisier has long established itself as one of the most respected Cognac houses. Known as the Cognac of Napoléon, the Beam Suntory-owned brand is now writing a new chapter in its history as it reveals a refreshed identity centred around the theme of ‘Joie de Vivre’.
This simple phrase represents the French principle of celebrating the joy in everyday life and it is also the central theme of Courvoisier’s revamped global brand universe.
The campaign starts with a new artistic collaboration with British-Nigerian multi-disciplinary artist and designer Yinka Ilori, the house’s first ‘Ambassador of Joy.’
Ilori is known for his colourful artworks and fuses his subject matter with influences and motifs from his British-Nigerian background. For this collaboration, Ilori took inspiration from Courvoisier’s history and heritage to create ‘We Found Joy’, a series of immersive global events that aim to share the beauty of Courvoisier’s home in Jarnac, France with the world. The campaign kicked off in New York City and has been popping up globally throughout 2022.
“For me, the essence of joy is using colour,” Ilori says. “It makes people smile, it brings people together and delivers a natural sense of conviviality. Like Courvoisier, each piece of my work is inspired by community, a celebration of the fabric of collective energy. I am delighted to be appointed Ambassador of Joy for Maison Courvoisier and look forward to introducing the world to ‘We Found Joy’, a physical manifestation of a warm summer’s day in Jarnac, France.”
As Ambassador of Joy, Ilori is joined by American actress, writer, producer and director Rashida Jones, Michelin star Chef Vladimir Mukhin, award-winning jazz musician Moses Boyd, and fashion and beauty photographer Betina du Toit who each bring the We Found Joy multi-sensory experience to life through each of their respective mediums.
The campaign is showcased in an evocative film series called ‘Welcome to Maison Courvoisier’ which captures each ambassador’s interpretation of joy. It can be viewed on Courvoisier.com and on the Maison’s social channels.
Refreshed Courvoisier packaging has been rolling out in both travel retail and domestic markets since the beginning of 2022 to coincide with the launch of the film series. The new look underlines historic house codes from the Belle Époque era, highlighting Courvoisier’s French heritage. Motifs include the opening of the Eiffel Tower and visuals of European royal courts in the 20th century.
Patrice Pinet passes the torch
As Maison Courvoisier opens a new chapter, it honours the legacy of Patrice Pinet who retires this year. Pinet is a sixth-generation Master Blender who originally joined the company in 1989. His myriad accomplishments are revered in the world of Cognac. He notably created L’Essence de Courvoisier, the house’s most premium expression. During his tenure, Pinet helped propel Courvoisier to become ‘the most awarded Cognac house’ in the world.
Pinet has been an integral part in bringing the Joie de Vivre brand refresh to life as he proudly passes the torch of Master Blender to Thibaut Hontanx, who will succeed him. Hontanx was most recently Master Distiller and has been an integral part of the Maison Courvoisier family for many years.
Courvoisier Master Blender Thibaut Hontanx
Commenting on his appointment, Hontanx says: “It is a true privilege to continue to make the dream of Maison Courvoisier a reality. As newly appointed caretaker of our exceptional range of Cognacs, I will continue to embrace the Maison’s commitment to community. As each drop of our Cognac is a collective effort, from our vine growers to our distillers, we value our close-knit group of artisans in Jarnac.”
“We are entering a new era for Courvoisier,” adds Maison Courvoisier Managing Director Jon Potter. “This is an exciting time for our Maison, as we go back to our roots and embrace what Courvoisier was founded on by Félix Courvoisier. From our home in Jarnac to our portfolio of beautiful, floral Cognacs, our house believes in being welcoming to all.” In this new era, Courvoisier sets out the ambitious goal of becoming a Cognac that transcends the category. One that is inclusive, welcoming and all about celebrating the joys of life. Welcome to the new Maison Courvoisier.
“This is an exciting time for our Maison, as we go back to our roots and embrace what Courvoisier was founded on by Félix Courvoisier. From our home in Jarnac to our portfolio of beautiful, floral Cognacs, our house believes in being welcoming to all.”
- MAISON COURVOISIER MANAGING DIRECTOR
JON POTTER
Spotlight Series - January 2023