Louis XIII

Thanks to the sonic identity, Louis XIII discovered a new dimension. Louis XIII’s story and personality can be heard in this work.

Jason Bowden, Ambassador

Luminous decanter

Surprise and modernity


Louis XIII is a legendary, ultra-premium cognac from the prestigious house of Remy Martin. It contains Grande Champagne eaux-de-vie, aged between 40 and 100 years, and is packaged in a gorgeous Baccarat decanter.

As on-line and digital purchases increased, Louis XIII sought to reaffirm its prestigious status through sound. The challenge was to embody the brand concept, Ultimate Extravagance, especially for tasting events, where they interact directly with the potential buyers.

Sonic identity

The music’s main bell tones are not only elegant, but allude to the delicate and luminous decanter, whereas the instruments and lyrical voice help bring out the complex and elegant personality.

To complement and enhance these qualities, the sonic identity was greatly inspired by the Baroque classical genre. However, the brand wanted to infuse aspects of surprise and modernity, which resulted in a unique musical expression, “the revisited Baroque.”


Louis XIII was one of the first luxury spirits to create its own sonic identity and focus on a branded tasting event experience.

The music was incorporated into many tasting events, which helped establish the brand personality and promise at every location. Collectively, 50,000 special-edition metal bottles sold out at a price of $40,000 a piece.



Michaël Boumendil – President & Chief Creative Director
Laurent Cochini – Managing Director
Yassin Diouri – Project Director & New Business
Julien Goris, Vincent Turbé – Art Directors
Eric Caissy, Marion Combes, Ianis Mauraisin, Marion Combes – Designers