With its newest campaign, Larsen Cognac is challenging the traditional image of Cognac. Cognac has traditionally been associated with older, affluent individuals. However, in recent years, Cognac brands have been reinvigorating the category to appeal to a younger audience by introducing innovative products, smart packaging and partnerships with popular culture icons. This shift is aimed at breaking down the perception that cognac is only meant for the elite and making it more accessible to a wider range of consumers. As a result, the category is experiencing a resurgence, with younger consumers showing increased interest in the spirit.
“At Larsen we have always been open to the idea that Cognac can be enjoyed in many different ways and by different types of people,” said Mika Raukko, category marketing manager for Larsen Cognac, “With this new platform and concept we want to keep challenge the outdated views on who Cognac is for, when and how it can be consumed.”
