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Larsen Cognac Challenges The Stereotype

Larsen CognacA recent article in Trend Hunter explains how Larsen Cognac is challenging the traditional image of cognac with its new campaign. Cognac has traditionally been viewed as a niche product associated with older, affluent individuals. However, in recent years, cognac brands have worked hard to appeal to younger audiences by introducing innovative packaging and partnerships with popular culture and fashion icons.  Their aim is to break down the perception that cognac is only for the elite and make it more accessible to a wider range of consumers.

Larsen Cognac is now following that trend by creating a campaign to reinvigorate their brand.  Their new ‘Discover’ concept, has been designed to ‘challenge the idea of who cognac is for and how it can be consumed’. Mika Raukko, representing Larsen Cognac, said “The world is changing and so are the consumers.  They expect brands to be more inclusive, diverse and authentic.  The ‘Discover’ concept stems from the insight that making a new discovery in life makes us grow.  And in order to make new discoveries you need to view the world with fresh eyes and be open to changing perspectives.”

There is no doubt that this resonates well with how people today are seeking new experiences that enrich their lives.  And of course, all cognac brands will benefit from added exposure to a wider, younger audience as cognac becomes more mainstream.  Not all cognac brands are the same so we must applaud Larsen’s call to be adventurous and try new offerings.  We certainly class Hermitage as different from the rest!

Ageing Larsen Cognac At Sea

Fort BoyardAnother company seeking to recreate a cognac from a past era (see The Bottle Story) is Larsen.  A barrel of their 40 year old Cognac has been transported to a 20-metre-high sea fort, at the mouth of the River Charentes, where it will remain for several months. The aim is to replicate the ageing conditions that Cognac would have undergone hundreds of years ago and see how maritime weather affects the finished product.   Larsen’s Cellar Master said: “Traditionally, in the 18th and 19th centuries, shallow boats were loaded with barrels of Cognac before crossing oceans to markets all over the world.  The sea and sea travel had an unquestionable influence on the final ageing of the eaux-de-vie.”  This barrel will form part of Larsen’s new ‘Hymne au Voyage’ range, which aptly translates as ‘tribute to travel’.  Although this latest idea has been dubbed experimental, remember that ‘early landed’ cognacs, which mature in UK cellars, have also made a sea voyage to their final ageing destination.