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Courvoisier unveils new look, new Chief Blender, and new brand ambassador

17/02/2022 – Beverages / Courvoisier / Cognac / Brandy / Brand Design / Yinka Ilori

Courvoisier unveils new look, new Chief Blender, and new brand ambassador

Maison Courvoisier has unveiled its new look, alongside appointing its seventh Chief Blender. The most awarded Cognac house has also revealed creative visionary Yinka Ilori as the firm’s global ‘Ambassador of Joy’ as part of a new campaign featuring global creative.

Established in 1828 by Félix Courvoisier on the principle of celebrating the joy in the every day, this month Maison Courvoisier embarks on an exciting journey to honour its heritage and embrace the future with the release of  a striking new look that reimagines design codes from the 1800s. 

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.

Celebration of defining eras that made Courvoisier so iconic

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.”

Continuing the tradition of heritage, craftsmanship and innovation

Maison Courvoisier also honours the legacy of Patrice Pinet, who will retire from his role as sixth generation Chief Blender this month. Pinet joined Courvoisier as production manager in 1989 and was appointed Chief Blender in 2009. His many accomplishments were highly revered by Courvoisier and beyond. Under Mr Pinet’s 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 has selected 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,” remarked 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.”


Designer Yinka Ilori – Courviosier’s new ‘Ambassador of Joy’

Courvoisier also proudly welcomes artist and designer Yinka Ilori as its global ‘Ambassador of Joy’ – a role created exclusively for the vibrant storyteller as part of a new global partnership. Ilori, the London-based multidisciplinary artist who was last year named by The New York Times as one of the 12 artists shaping the global design industry, 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 is set to kick off in New York City on 3rd March 2022 and will 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 global 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. These are showcased in a compilation of films that capture each individual’s interpretation of joy. Entitled ‘Welcome to Maison Courvoisier’, the films are newly released on the company’s website, and can also be viewed on the Maison’s social channels

A Cognac that transcends the category

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 sessionable cocktails such as The Gala (1.75 parts Courvoisier® VS, to 4 parts Sparkling Lemon Tonic; Build in a highball glass over ice and stir gently; add a lemon wheel for garnish).

For more information and suggested serves, visit:

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