Courvoisier has a nose for education

Courvoisier has developed a new sensory experience designed to improve trade and consumer understanding of the different styles of its Cognacs.

Le Nez de Courvoisier is a set of 21 bottled aromas, created by master blender Jean Marc Olivier and a team of the world’s top perfume manufacturers.

Three of the aromas match characters found in one of the seven Courvoisier marques, including new oak, fresh fruit and spring flowers in VS, vanilla, summer fruits and dried fruit in VSOP, and prunes, gingerbread and roasted coffee in Exclusif.

Each one has been chosen to reflect a specific aspect of the Cognac production process.

The set of aromas will be available to the trade for training and at selected consumer events across the country from next month.

The aromas have also inspired a musical composition by Laurent Assoulen, a composer who interprets scent through music, and a seven-course meal devised by Michelin-starred Alexis Gauthier of London’s Roussillon restaurant.

Barbara Annis, brand manager at Maxxium UK, said: “This is a groundbreaking project and shows that we continue to innovate and lead in the category.

“Le Nez de Courvoisier will provide our sales teams and ambassadors with a simple, sensory way of presenting Courvoisier to customers and consumers, helping to unravel some of he complexities surrounding the spirit and inspire interest.”