Larsen Cognac Celebrates 100 Year Anniversary with Brand Refresh

International Beverage has unveiled a new identity for its Larsen Cognac brand anchored in the philosophy of ‘Smooth Sailing’, as the storied Cognac house celebrates its 100 year milestone and plots an adventurous new course into its next century.  

Whilst Larsen’s essence of ‘independence and audacity’ remains untouched, a year of renewal sees the brand unveil a striking new visual identity and a global brand platform that taps into the sea journey that started it all back in 1926: ‘Smooth Sailing’.

With 100 years of crafting premium quality Cognac behind them, this new investment will support Larsen’s ambition to become a global player within the Cognac category, driving growth across its core markets in the Nordics and Baltics, China and the Global Travel Retail channel. There is also an intention to open up new markets around the world, with a focus on recruiting new drinkers into the Cognac category.  

The refreshed brand look introduces a more impactful logo with a distinctive colour palette, reflecting Larsen’s heritage and sophistication. At its core sits a redrawn Drakkar pictogram – a powerful symbol of pioneering Viking spirit and a longstanding emblem of the House. The new visual identity draws on stylised elements of naval architecture, with elegant curves inspired by Viking longships. Flowing lines convey both momentum and elevation, capturing both the House’s spirit of exploration and its forward-looking ambition.  

At the heart of this transformation is ‘Smooth Sailing’, Larsen’s enduring philosophy inspired by the brand’s heritage, fresh Nordic spirit, and its founder’s belief in steady progress, self-mastery, and openness to the world. This philosophy will be expressed through a new brand campaign platform, inviting consumers to slow down, reconnect with the moment and enjoy a more balanced experience with Larsen Cognac. This will be rolled out in global markets later in 2026, alongside a series of signature serves to entice new drinkers, and two very special new product launches to add to Larsen’s core range – which currently features its VS, VSOP, and XO Cognacs as well as Larsen Drakaar. 

About Maison Larsen 

Every great journey begins with a moment of uncertainty. In the early 20th century, a young Norwegian named Jens Reidar Larsen set sail from the North, driven by curiosity and an instinct for elsewhere. In Charente, Jens encountered the world of Cognac, with its uncompromising craftsmanship shaped by time and patience. In that moment, his course was set.  

After settling in Charente in 1919, Jens learned, tasted, and refined his palate, before founding Maison Larsen in 1926 with a singular ambition to create a different kind of Cognac: one that invites discovery, putting fruit before oak, elegance before power and harmony before excess.  

It’s a mindset that is reflected in each bottle of Larsen Cognac today: distilled from clear wines, patiently aged in historic cellars, revealing natural fruitiness, refined balance, and generous harmony.  

It’s also why the Drakkar – the Viking longship – sits at the heart of Larsen’s identity as a symbol of Jens’ outward looking approach, bridging his Scandinavian roots and French anchorage.  

Announcing the start of Larsen Cognac’s 100 year anniversary celebrations and new brand campaign, the company’s Managing Director Emmanuel Dokhelar said:

‘Larsen is a Cognac that has always done things differently and charted its own path, from the adventurous story of our founder to the fruity style of our spirit and our bold Nordic-inspired packaging. It’s very exciting to now be retelling the Larsen story to new audiences around the world during our 100-year anniversary year.’