International Beverage has launched fresh bottle designs for the VSOP expression of its Larsen cognac brand in a move designed to attract “new generations of drinkers”.
The project comprises four different pack designs by US street artist Trew Love that “merge pop art, activism and colour”. The 70cl ‘Art Edition’ is available to purchase from “specialist retailers” in the Baltic countries at an RRP of EUR58 (US$63).
The collection launched initially in the Baltic markets last month with 12,000 units on sale. The VSOP liquid remains unchanged.
“Trew Love’s colourful, thought-provoking street art is the perfect expression of Larsen’s creative, innovative side,” said International Beverage’s brand manager for Larsen, Alexandre Lesbats. “We are thrilled to have her on board for this collaboration.
“With Trew Love’s help, we have created a unique and very special new product for one of Larsen’s focus markets.”
International Beverage acquired Larsen from Anora Group in 2023 in a near-$60m deal. Larsen was founded in 1926 by Norwegian Jens Redar Larsen after he moved to south-west France.
