Ultra-premium Cognac Louis XIII, owned by Rémy Cointreau, has unveiled ‘The Drop’, a mini-Cognac expression designed to appeal to a new generation of consumers.
The Drop was revealed at the recent TFWA World Exhibition in Cannes, with a global travel retail launch coming soon.
Each bottle of The Drop contains just 1cl of Louis XIII’s luxury Cognac blend. The Drop is available as a single unit or in an exclusive box containing five bottles.
Each bottle in the box is named after a youthful mood and mindset: Loud, Glow, Bold, Smooth and Bright.
Shoppers can choose a bottle to match their mindset and select which attitude best resonates with them.
The Drop can be worn as an accessory with shoulder straps in a variety of colours to match each drinker’s personal style.
The vibrant launch is supported by a campaign under the tagline #MakeItYours. The campaign reflects the youthful spirit of the launch which seeks to engage with digital-native consumers who are spontaneous, playful and creative.
It was created by media agency TBWA Paris and encourages The Drop users to personalise their mini bottles. The campaign visuals balance urban culture with nature. They show contrasting and evocative imagery, ranging from the Cognac vineyards of Louis XIII to the skyscrapers of Detroit, the Izu Peninsula and the Red Mountain (Hong Shang), China. Each landscape reflects the nomadic spirit of The Drop, as Rémy Cointreau seeks to recruit new Cognac customers.
