Is the luxury world ready for connected cognac?
Luxury spirits company Remy Cointreau has announced that it’s taking cognac into the digital landscape, by adding connected tech to the cork stopper of decanters produced by its high-end Louis XIII luxury cognac brand. Anyone who purchases the pricey tipple will be able to register their purchase and thereby become a member of the “Louis XIII Society”. This, according to Remy, is a private club “where members can enjoy exclusive content, unique experiences and personalized services through their smartphones.”
Remy Cointreau introduces the ‘smart decanter’ on YouTube:
The company said that the Society would offer “bespoke services such as customized decanter engraving, pre-releases of limited editions, contact with a Louis XIII Personal Advisor for private tastings and ultimate experiences, and an invitation to network with Louis XIII Cognac connoisseurs registered all over the world,” and added “In addition, the Louis XIII Smart Decanter will bring added services to clients allowing them to customize gifting messages that will appear when recipients scan their decanter.”
What’s more, it’s easy to use: just remove the seal, and tap and scan your (NFC-enabled) smartphone on the stopper. The decanter number will then be registered, and you’ll be taken directly to the landing page to create your account. The innovative new approach to connected cognac will start in February 2019, and be worldwide just a few months later.
The Louis XIII Society is an interesting play for Remy to build a digital ecosystem around a brand that is prized for its exclusivity and quality (renowned as one of the best cognacs in the world, entry prices start at about $2,400 per bottle). As digital continues to drive forward, the time may be ripe for high-end luxury to dive in, and if it is, brands like Louis XIII have huge potential. It has everything needed for a small, but high-spending, community to build around it: prestige, expertise, and enjoyment.
Dominion holds Remy Cointreau in its Global Trends Luxury Fund.
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