We’ve seen supply chain issues ensuing left and right, but Cognac sales have drastically jumped despite these unfortunate circumstances. And with an increase in sales, Maison Courvoisier has given its packaging system an elegant upgrade. 

Not only is the packaging refresh more contemporary by design, but it keeps sustainability at the forefront of it all. The cognac brand collaborated with UK-based Studio Minerva on the redesign, and, together, they modernized the packaging for its XO, VS, and VSOP cognacs.

Editorial photograph

Each of the line’s new bottles utilizes a lower glassware weight, reducing the brand’s CO2 footprint. Additionally, the updated design doesn’t use plastic closures, helping the brand move towards 100% recyclable packaging. 

Editorial photograph

While sustainable, the new packaging also captures the brand’s early 19th-century quintessences, featuring elements that highlight their historical roots. For example, the design showcases the signature of Maison’s founder, Félix Courvoisier, on the outer packaging of each bottle.  Additionally, The XO bottle shape mimics that of a single droplet, inspired by the brand’s original bottle that launched in 1984. In addition to the disruptive shape, the sculptured glass creates a mesmerizing curvature bringing the essence of the brand to life. 

The redesign offers a sophisticated narrative with each pour, and the intricacy of the design will surely inspire generations of cognac drinkers to come. 

Editorial photograph
Editorial photograph