Beam Suntory's Courvoisier De Luxe - Product Launch - Just Drinks
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Beam Suntory’s Courvoisier De Luxe – Product Launch

By Rhodri Morgan 16 Sep 2021 (Last Updated September 16th, 2021 18:02)

The expression and its packaging were inspired by the Parisian 'golden age'.

Beam Suntory’s Courvoisier De Luxe – Product Launch
  • Category – Spirits, Cognac, 40% abv
  • Available – From this month
  • Location – The UK, available online and in the off-premise channel through Tesco stores
  • Price – SRP of GBP40 (US$55.13) per 70cl bottle

Beam Suntory has returned one of its Courvoisier Cognac expressions in the UK.

Courvoisier De Luxe comprises Cognac that was first matured in French Limousin oak casks before spending time in fine-grain oak barrels. The no-age-statemented iteration, which first rolled out to the market last year, is packaged in a matte black bottle and was inspired by the Parisian ‘golden age’ or ‘belle epoque’, which took place between 1880 and 1910.

The limited-edition is being rolled out ahead of the festive shopping season, the Jim Beam brand owner said today.

Courvoisier De Luxe will be exclusively handled by Edrington in the UK.

As you would expect from the brand that toasted the Eiffel Tower in 1889, Courvoisier is the perfect choice to celebrate special occasions,” said Edrington UK’s head of Beam brands, Nick Ganich. “We take great pride in crafting award-winning spirits and Cognacs, in particular, and after the success of last year’s partnership with Tesco, we’re thrilled to see our De Luxe limited-edition return this year.”

Edrington’s distribution duties for the brand come as part of a re-organisation of its Maxxium JV with Beam Suntory earlier this year. In early 2020, Beam Suntory’s parent company, Suntory Holdings, acquired a 10% stake in Edrington.

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