Louis XIII’s strategy for capturing young cognac consumers

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.