TORONTO, March 29, 2022 – Maison Courvoisier was established in 1828 by Félix Courvoisier on the principle of celebrating the joy in the every day. Today, the Most Awarded Cognac House* embarks on an exciting journey to honour its heritage and embrace the future with the launch of a new campaign commissioned by artist and designer Yinka Ilori. This month, Courvoisier also announces the retirement of its sixth Chief Blender Patrice Pinet and the transition to his carefully selected successor seventh Chief Blender Thibaut Hontanx, as well as the release of a striking new look that reimagines design codes from the 1800s.
Courvoisier proudly welcomes Yinka Ilori as its “Ambassador of Joy” - a role created exclusively for the colourful storyteller. Ilori, the London-based multidisciplinary artist, is best known for fusing his subject with his British-Nigerian background to create unique and memorable stories through contemporary design. Inspired by Courvoisier’s unique embodiment of the French belief to savour life’s true pleasures, Ilori introduces “We Found Joy,” a fully immersive series of global events which brings the beauty of summer in Courvoisier’s home of Jarnac, France to life. It will kick off in New York City on March 3, 2022 and travel to cities worldwide later in the year.
“For me, the essence of joy is through the use of colour. It makes people smile, it brings people together and delivers a natural sense of conviviality,” said Yinka Ilori. “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.”
Ilori stands alongside other creatives such as 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 will help bring the multi-sensory experience to life through their respective mediums and showcased in a compilation of films which capture each individual’s interpretation of joy titled “Welcome to Maison Courvoisier” released today on Courvoisier.com and the Maison’s social channels including Facebook, Instagram and Twitter.
Maison Courvoisier also honours the legacy of Patrice Pinet, who will retire from his role as sixth generation Chief Blender this month. Pinet joined Maison Courvoisier as production manager in 1989 and was appointed Chief Blender in 2009. His many accomplishments were highly revered by Courvoisier and beyond. Under his direction, Maison Courvoisier became the Most Awarded Cognac House*, and he created the most luxurious expression of the house, L’Essence de Courvoisier.
This year, Courvoisier will redefine the cognac category as it unveils a new brand world that embodies the French belief of “joie de vivre.” Pinet has been an essential part of bringing that vision to life. While his legacy will live on for many years to come, Pinet proudly selects Thibaut Hontanx to succeed him as Chief Blender to carry on the tradition of heritage, craftsmanship and innovation. Hontanx has been an integral part of the Courvoisier family, most recently serving as Master Distiller.
“It is a true privilege to continue to make the dream of Maison Courvoisier a reality,” says Thibaut Hontanx. “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.”
In lockstep with the distribution of the “Welcome to Maison Courvoisier” film series, the recently released packaging will debut globally across the award-winning portfolio. The new look rediscovers distinctive codes from centuries past that made Courvoisier iconic during the Belle Époque era, the opening of the Eiffel Tower and while gracing the royal courts of Europe during the 20th century.
“We are entering a new era for Courvoisier,” said Managing Director for Maison Courvoisier 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.”
Offering a taste of refined history in each sip, the range of Courvoisier expressions have been expertly distilled, matured and blended in the Maison’s award-winning signature floral style, revealing intricate nuances influenced by the life and joy of the cognac region and its people. A rich palette of crus, precise distillation and signature oak selection come together to offer an exquisitely balanced and vibrant range, including VS, VSOP, XO, and the ultimate expression of the House, L'Essence de Courvoisier.
A cognac that transcends the category, Courvoisier lends itself to festive, daytime consumption with refreshing cocktails such as The Gala. For more information and suggested serves, please visit Courvoisier.com.
1 3/4 oz. Courvoisier VS
4 oz. Sparkling Lemon Tonic
Lemon wheel for garnish
Method: Build in a highball glass over ice and stir gently. Garnish with a lemon wheel.
*Based on 20 top spirits competitions since 2019.