November 18 2022  |  Spirits & Tobacco

Courvoisier opens boutique in Hainan and introduces new Maison era

By GTR Magazine Staff

Courvoisier invites customers to experience "Joie de Vivre" at its first-ever DF store in Hainan

Maison Courvoisier was established in 1828 by Félix Courvoisier on the principle of celebrating the joy in the every day. This November, the brand will open its first-ever standalone boutique store for global shoppers, inspired by Courvoisier’s embodiment of the French belief to savor life’s true pleasures.

Designed by the Parisian agency, Malherbe, the boutique will launch at the brand-new Haikou International Shopping Mall in Hainan, in partnership with China Duty Free Group.

This year, Courvoisier redefined the cognac category by unveiling a new brand world that embodies the French belief of “joie de vivre.” The boutique in Hainan is the perfect introduction to this world, as it invites spirits drinkers of all kinds to consider enjoying Courvoisier on more occasions and among friends.

The boutique will exude the French art of hospitality by offering visitors an exclusive tasing experience and a dedicated personalized gifting service

"Cognac in Blossom" house style

Rooted in Courvoisier’s heritage, and with a contemporary twist, the boutique features a white trellis structure inspired by 18th-century French royal garden pavilions. Nestled amongst blooming flowers in the entryway, the store infuses the breezy garden aesthetic with timeless French elegance.

The space is designed to resemble an "impromptu garden party" among friends and family. The boutique embodies Courvoisier’s vibrant and floral “Cognac in Blossom” house style. Upon entering the boutique, the white oval space invites shoppers to immerse themselves at a one-of-a-kind garden party at the Maison and browse Courvoisier’s ultra-premium cognac collection.

Visitors will be encouraged to explore the exuberant collection of cognacs made with the flavors of Jarnac through sampling and interactive digital elements that will bring the intricate legacy to life.

New packaging & exclusive tasting

The elegant cognac displays will showcase Courvoisier’s vibrant new packaging that debuted globally across the award-winning portfolio earlier this year. 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.

The boutique will feature exclusive tasting sessions for guests to sample the extensive Courvoisier prestige collection, including the Courvoisier Royal and Courvoisier Extra. The boutique will be among one of the first locations to offer the brand-new and limited-edition Courvoisier Mizunara for purchase. This bespoke sampling session will soon be available to book via Courvoisier’s travel retail webapp.

The French art of hospitality

There will also be complimentary tastings of the core range, sampled neat or mixed into signature cocktails, including the Courvoisier Gala. Visitors will learn the French art of hospitality through a mixology lesson that showcases how to create the perfect Gala cocktail.

Guests will also be treated to a special gifting atelier, facilitated by experienced hosts, to complete a premium shopping experience. The gift-wrapping station will exude "elegance and refinement" thanks to its sophisticated packaging.

There will be extensive personalization options available in Courvoisier’s iconic deep red color palette, with purchases adorned with a selection of charms and bespoke stickers. Packaging will also include handwritten gift cards inside elegant wrapping paper, and fastened from a choice of six different ribbons.

“We’ve entered a new era for Courvoisier. 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. We’re thrilled to bring the spirit of ‘Joie de Vivre’ to our fans in Hainan, as they embark on a journey of luxury and the finest cognacs at this boutique. We will continue to unveil more exciting news for Courvoisier and our wider portfolio in the months to come,” says Jon Potter, Managing Director at Courvoisier.

“We’re thrilled to see the launch of Courvoisier’s first ever boutique open at the acclaimed Haikou International Shopping Mall. Hainan is an incredibly coveted space and bridges the gap between simple pleasures and elegance. We can’t wait to provide our shoppers with this magnificent immersive experience that offers luxury at its finest. The exclusive boutique represents our commitment to the premiumization of our brand offerings,” adds Manuel Gonzales, Brand Marketing Director at Curvoisier Global Travel Retail.


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