Larsen Cognac unveils new bottle design

We are delighted to unveil a stylish and contemporary new look for our Larsen Cognac brand, following the announcement of a major brand refresh in celebration of the House’s centenary this year.  

Both the bottle and label design of Larsen’s core VS, VSOP and XO expressions have been beautifully re-imagined to reflect the Cognac’s heritage, its premium credentials and smooth, fruity character - aiming to differentiate the brand in global markets and enhance its appeal for today’s drinkers.

Blending Larsen’s rich heritage with a new modern aesthetic, elegant fluting has been introduced around the base of the bottle, which is also lighter and uses 8 per cent less glass, in line with Larsen’s sustainability goals.

A streamlined new label design features bold colours, including Larsen’s signature red, along with the statement ‘Depuis 1926 France’ engraving to anchor each bottle in the history of the House. A new brand statement - ‘defined by fruit, refined by time’ – has been introduced on the label as a nod to Larsen’s distinctive flavour profile.

Larsen’s iconic symbol, the Drakkar - which has featured on every bottle for 100 years in tribute to the brand’s Scandinavian founder – takes centre stage. Emerging with new clarity, it embodies skilled craftsmanship and the vision of the House: one in perpetual motion, capable of weathering storms without losing its course. It also features on a newly designed, more sustainable bottle closure to lower environmental impact.

Larsen Cognac’s Managing Director Emmanuel Dokhelar said:

‘This is a bold, modern and premium new look for Larsen, which is a very fitting tribute to the past 100 years, but also sets our course for the next century. It’s a design that doesn’t reinvent Larsen, but reveals what the House has always been about, which is our dedication to craftsmanship, premium quality Cognac and a sense of conviction and doing things in our own way. Each bottle now exudes modern sophistication, with a sense of our unique heritage and flavour profile. We believe this will help to differentiate Larsen and enhance our appeal for modern drinkers around the world, whether they are loyal to Cognac or new to the category.’

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. Under the guidance of David Croizet, Cellar Master of the House since 2013, this century‑old expertise continues to be refined, remaining true to a signature unlike any other.

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.

Ranging in price from £35 - £120, Larsen’s refreshed range featuring VS, VSOP and XO products is now available in key markets across Europe including the UK, France and the Nordics.