Now back on a growth path, the emblematic Louis XIII cognac is looking to the future and trying out new territories.
Demand for Louis XIII surged in 2021/2022 as the brand began to emerge from the pandemic, which had dramatically limited customer contact. It performed well across the board: in all regions and through all distribution channels. In addition to the welcome reopening of bars and restaurants, this growth was down in large part to the brand’s strategy of promoting direct sales through its store network, its websites and its Private Client Directors. The brand’s strategy was all about developing a closer bond with Louis XIII customers, offering them a more personal connection with this exceptional cognac.
Following on from its two-part "100 Years" campaign involving various high-profile international artists, Louis XIII has released a new artistic film entitled "Believe in Time". This third opus on the theme of time brings together US performance artist Solange Knowles, Chinese haute couture designer Guo Pei and Franco-Senegalese director Mati Diop (who took home one of the top awards at Cannes in 2019). The result is a powerful film that has been cited in some 1,000 articles worldwide and viewed over 20 million times.
Louis XIII is taking the nightlife scene by storm with its unique new tasting ritual. Designed exclusively for club-goers, the NoXIII Experience happens just once a night in a select few establishments such as the Master Club in Shanghai and the 1 OAK in Tokyo. At the appointed time, a red crystal decanter designed by Saint-Louis is paraded to the Louis XIII customer’s table beneath a red LED-lit glass dome, together with six red crystal glasses. In a flourish at the table, the decanter is revealed, and the cognac served to the customer and their guests using a special pipette. The whole experience is bathed in red, encapsulating the energy of the night, and has created quite the buzz: the ritual has been viewed more than 160 million times on Chinese social media.
In September 2021, Louis XIII shook up the luxury spirits market once again with its very first online game, launched in the United States: Louis XIII Mysteries. Players had to work out 13 riddles, deciphering codes from across the brand’s various digital platforms (on its website, in emails, on its social media accounts, etc.). Players who made it through all 13 stages were entered into a prize draw for a real-life immersive Louis XIII experience for two. Existing Louis XIII customers could skip ahead to stage 7 by entering their unique decanter number. The game proved so popular that it attracted five times more players than originally expected. Stay tuned for the rerun.
Louis XIII is taking active steps to reduce its environmental impact by cutting down on non-recyclable materials in its packaging and visual merchandising. It also continues to work hand-in-hand with the House of Rémy Martin on implementing its ambitious CSR transformation plan, with actions now focusing on its Grande Champagne vineyard and the traditional production of its tierçons.
Louis XIII has a whole host of new projects in the pipeline, all in keeping with its exceptional identity as a brand steeped in history yet constantly breaking new ground. These projects will be gradually rolled out over the course of 2022/2023.
