Louis XIII's strategy for capturing young cognac consumers

Katie Nichol

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Louis XIII's strategy for capturing young cognac consumers

The heritage cognac brand is looking to capture a new generation of consumers with its nomadic The Drop collection, and is introducing a spirits refill ritual via Infinity Wheel.

Louis XIII is breaking with its traditional codes as it introduces The Drop, a collection of five 10ml bottles in a bid to target a younger, more spontaneous generation of consumers.

The bespoke bottle design is based on a simplified idea of the cognac purveyor’s iconic carafe, and features Louis XIII’s fleur de lys logo engraved in the mold. Each of the five bottles in the collection have a different colored cap decorated with brand logo in relief on the facing and the fleur de lys logo on the top. The Drop can be paired with a case that fits around the bottle. Attached to a shoulder strap echoing the color of the cap, it enables the bottle to be worn as an accessory.

"With The Drop, Louis XIII aimed to create a cultural icon for a new generation. More than a product, they have brought to life an experience - the opportunity to enjoy the luxury of Louis XIII Cognac wherever and whenever one desires," Anne-Laure Pressat, Director of Innovation & Sustainable Development, Louis XIII Cognac, said in a statement. "It is a different ritual for Louis XIII, but one that is just as remarkable."

Infinity Wheel refills

Louis XIII is also venturing into spirits refill territory with the launch of Infinity Wheel.

When brought back to the store, the mouth-blown, hand-crafted decanter is cleaned and recorded digitally before being refilled. To ensure the product's traceability, an engraved medal with the refill number is placed around the neck of the decanter before it is sealed.

Infinity Wheel launched at Louis XIII’s boutique in Cognac in November and will roll out to the brand’s stores internationally from 2023.

Beyond primary packs and refills, Louis XIII is also focusing on secondary packaging. The brand says it will unveil a lightweighted, monomaterial coffret in January.

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