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Courvoisier shows bottle from 1789 in London

30 November 2012 One Comment

Courvoisier introduces: L’Atelier de Courvoisier in London, this will be a “contemporary reimagining” of the brand’s Paradis ageing cellar, home to some of Courvoisier’s most prized vintages, lasting for four days between 5-8 December.

On display will be a rare bottle of 1789 Courvoisier, the oldest known vintage from the house dating back to the time of the French Revolution.

While this rare vintage will not be available for tasting, Courvoisier will guide visitors on a multi-sensory journey through the heritage of the brand during a series of evening events hosted by master blender Patrice Pinet.

Held for Harrods consumers, press and readers of The Economist’s Intelligent Life magazine, the events will feature a tutored tasting and food pairing of Courvoisier XO and Courvoisier Succession.

The room will also feature a series of displays showcasing the Cognac brand’s history and heritage, from tools used during the production process to a miniature paper theatre.

Chris Anderson, marketing controller for luxury brands at Courvoisier distributor Maxxium UK:  “We anticipate that the novelty of the 1789 bottle of Courvoisier will create curiosity amongst Harrods consumers and something of a sensation amongst rare cognac collectors worldwide.”

The pop-up marks the launch of a new global marketing campaign Alchimie de Courvoisier, which will redefine the luxury positioning of Courvoisier by communicating the brand’s high-quality production process. The group will unveil more details about the campaign in 2013.


LʼAtelier de Courvoisier will showcase Courvoisierʼs meticulous craftsmanship with two centuries of traditions-old materials and techniques, bringing our alchemy to life by focusing on our key elements – copper, oak, grapes and, above all, the precious liquid – in a bespoke luxury setting.

Hosted by Courvoisier Master Blender, Patrice Pinet, the Atelier will invite guests on an immersive and educational journey through the rich heritage of Courvoisier, warmly welcoming them into the beautifully crafted Atelier with a bespoke Création de L’Atelier cocktail – the St. Helena – designed by Nathan Merriman of The Club at The Ivy. The cocktail has been created to reflect our rich heritage, spanning the French Revolution, Napoleon’s exile and beyond, and to showcase our pioneering spirit, with innovative use of premium ingredients and aromatic flavour combinations.

Cocktail in hand, guests will be invited to explore the Atelierʼs intricate and immersive display, including the worldʼs oldest known Courvoisier vintage dating back to 1789, the year of the French Revolution – a truly once in a lifetime opportunity. Here, guests will also discover the strikingly beautiful eaux-de-vie wall: an entire wall filled with delicate vials of Courvoisierʼs aged liquid.


Rebecca Asseline, Courvoisierʼs Brand Ambassador will then start the guests’ sensory journey through the rich amber liquid, pouring Courvoisier XO into glasses directly from the ageing barrel found within Château Courvoisier in Jarnac, France. Guests will also enjoy a unique Courvoisier food pairing experience courtesy of renowned Harrods chefs and guided by Rebecca, which will include brill shasimi marinated in vanilla and mint, venison loin with chocolate and thyme jus, and blood orange and French lavender cake.

Rebecca will then welcome Patrice Pinet into the Atelier, who will take guests through Courvoisier’s rich heritage from grape to glass followed by a rare and exclusive tasting of prestigious blend Succession J.S., one of Courvoisierʼs most treasured liquids.

L’Atelier de Courvoisier will run from Wednesday 5th-Saturday 8th December in The Tasting Room, Lower Ground Floor, exclusively at Harrods. Open to the public during the day for sensory Courvoisier tastings with Rebecca Asseline, and by invitation only in the evenings for the full bespoke L‘Atelier de Courvoisier experience.

Sources: Courvoisier and The Spirits Business

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