A top cognac brand has ambitions to be the next Hermès
FOR YEARS, Louis XIII has had an unusual problem.
The maison hasn’t had enough of its $4,600 Cognac to meet growing demand, and it’s impossible to create more. Each distinctive decanter contains hundreds of eaux-de-vie — some a century old — so even if the Rémy Cointreau SA brand were to dramatically increase the amount of spirit it distills and ages, it would take decades to have significantly more stock to sell while retaining the ultra-premium Cognac label’s quality.
Its solution: exquisite porcelain plates.
“The vision for Louis XIII is to be a true luxury brand, like Hermès,” Executive Director Anne-Laure Pressat says of the extension into a non-endemic product; it already sells cut crystal glasses and a branded cigar cutter.
“No one is asking Hermès, ‘Why do you do makeup?’” she continues. “When they first started, they were saddlemakers. Now they do everything. And the vision for Louis is the same, to be a luxury brand as such that goes beyond Cognac.”
Ms. Pressat, previously director of innovation for Louis XIII, has a keen sense of what collectors are looking for and how to expand. It’s a strategy led by gastronomy and honed through lavish dinners at top restaurants and boutiques around the world. To launch the $50,000 Rare Cask 42.1 decanter in 2023, for example, it hosted top clients in Venice for a multiday extravaganza. These regular dinners have also been a way for clients to refill (for 10% off) their bottles using the brand’s Infinity Wheel program.
The Art de la Table collection is “for l’art de vivre,” she says, what she terms “the whole experience” Louis XIII drinkers are seeking.
“Our clients are asking, ‘I have all of the Louis XIII decanters, why don’t you do more?’” says Ms. Pressat.
To create the dinnerware collection, Louis XIII partnered with J.L Coquet, a historic house in Limoges, France, renowned for its extra-white porcelain and voluminous designs. If you’ve eaten at a multi-Michelin-starred restaurant, there’s a good chance you’ve eaten off its Hemisphere collection.
J.L Coquet crafted two designs inspired by Louis XIII. The first collection, the Soil Is Our Soul, focused on the terroir, quite literally, by using a 3D scanner on the grounds of the domaine and imprinting the contours of the earth onto the edges of the porcelain plates. Each piece was glazed, then brushed to remove some of the glaze from the textured areas. It took three to four weeks to create each plate, including 15 steps by 40 artisans.
The second collection, Light of Time, took 20 steps and includes a first for the porcelain house. Louis XIII wanted to focus on light and transparency, so J.L Coquet designed plates that are so fine they let light shine through them. They also carved facets on the underside of the lip to echo the shimmering effect of cut-crystal Cognac glasses. The edge of each plate has a hand-painted copper lining that references the copper stills used in production.
Six pieces in each collection will be sold online either separately (from $500) or as a set ($3,400 to $4,000): a large plate, soup plate, rice plate, dessert plate, and tea and coffee sets. And J.L Coquet will produce a limited 750 sets per collection, with each piece numbered and dated with the year. (Why 750? The special tierçon barrel Louis XIII uses to age its eaux-de-vie yields 750 decanters.)
Ms. Pressat says the plan is to introduce something new in the Art de la Table collection every two years. Cognac lovers will have to stay tuned on that lipstick. — Bloomberg












