Courvoisier

What Courvoisier does

Courvoisier is a premium French cognac house founded in 1828 in Jarnac, France, producing aged brandy across multiple expressions — VS, VSOP, XO, XO Royal, Extra, L'essence de Courvoisier, and limited editions such as the Mizunara oak-aged blends and the 2024 Lunar New Year collection. The portfolio is built on a four-cru blending approach and a lineage of Chief Blenders (currently Thibaut Hontanx, the seventh, appointed in 2024), with eaux de vie aged up to 11–25 years for XO expressions. The company is wholly owned by Davide Campari-Milano N.V. (Campari Group), listed on the Milan Stock Exchange; Courvoisier itself operates as a private brand under the public parent, with its primary legal entity incorporated in Italy.

Courvoisier generates revenue primarily through one-time premium sales of its cognac range via direct-to-consumer localized e-commerce sites (US, UK, France, Canada, China, South Africa), traditional retail and liquor stores, global duty-free and travel retail channels, and paid experiential offerings (Discovery and Prestige Tours) at the Jarnac Maison. Its target end-customer is the affluent luxury spirits consumer, with secondary positioning around cocktail culture, gifting, and collector-driven demand. Pricing is not publicly disclosed but reflects the aged and limited-edition nature of the range.

The brand's value proposition rests on nearly two centuries of heritage, royal-court provenance, a distinctive floral house style, and a sustainability and community ecosystem anchored by Foundation 1828 (a $1M / 5-year commitment to underserved entrepreneurs via the National Urban League), a L'Arche manufacturing partnership since 1995, a €425,000 oak-forest study with France's Office national des forêts, and the Butterfly Mark from Positive Luxury — the first and only awarded to a Cognac brand. Courvoisier also pursues cultural collaborations (Yinka Ilori for VSOP, Jiannan Huang for Lunar New Year) and cocktail-culture marketing (Gala, French Twist, Courvoisier + Lemonade) to broaden appeal beyond traditional cognac drinkers.

Name

Courvoisier

Legal name

Davide Campari-Milano N.V.

Website

https://courvoisier.com

Company type

Private

Founded year

1828

Operating status

Operating

Headcount range

51–100 employees

Short description

Courvoisier is a premium French cognac house founded in 1828 in Jarnac, owned by Campari Group, producing aged VS through limited-edition expressions for luxury spirits consumers, gifting, and cocktail culture across global retail, duty-free, and localized e-commerce.

Ownership category

akta.pro rank

Product category

Premium Cognac & Spirits

NAICS

Distilleries (31214)

akta.pro primary industry

Spirits Distilling & Brands (CRADAIAC)

akta.pro secondary industry

Distilleries (Tasting Rooms) (THAFALAG)

Keywords

• Premium French cognac
• Aged brandy spirits
• Luxury spirits producer
• Cognac house
• Spirits distribution

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Others

Revenue model

1. Premium Cognac Sales: Sale of premium French cognac products across multiple expressions (VS, VSOP, XO, XO Royal, Extra, L'essence de Courvoisier, Mizunara blends). One-time purchase model with premium pricing reflecting aged spirits and craftsmanship heritage.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Courvoisier produces and sells premium French cognac across a tiered portfolio — VS, VSOP, XO, XO Royal, Extra, L'essence de Courvoisier, and limited-edition Mizunara oak-aged blends — through direct e-commerce, retail, and duty-free channels. The maison complements its spirits with paid tasting experiences at its Jarnac distillery and signature cocktail recipes designed to anchor cognac in modern mixology.

Product overview

Courvoisier is a premium French cognac house offering a portfolio of aged brandy products across multiple expressions: VS (entry-level), VSOP (flagship with floral complexity), XO and XO Royal (premium aged 11-25 years), Extra and L'essence (ultra-premium), and limited edition Mizunara releases (Japanese oak aged). The portfolio also includes ready-to-serve cocktail recipes (Gala, French Twist, Courvoisier + Lemonade) and experiential services (Discovery and Prestige tours at the Jarnac Maison). The brand is complemented by Foundation 1828, a social initiative supporting underserved entrepreneurs. Courvoisier is owned by Campari Group and is the first and only Cognac brand awarded the Butterfly Mark for sustainability.

Differentiator

Problem solved

Functional benefit

Brands

• Courvoisier VS: Authentic introduction to the collection, meticulously blended to defy category conventions
• Courvoisier VSOP
• Courvoisier XO
• Courvoisier XO Royal
• Courvoisier Extra
• L'essence de Courvoisier
• Courvoisier Mizunara 2021 Blend
• Courvoisier Mizunara 2023 Blend
• Courvoisier Gala
• Year of the Dragon Blend

Products and services

• Courvoisier VS Entry-tier cognac in the Courvoisier portfolio, meticulously blended to defy category conventions and serve as an authentic introduction to the collection.
• Courvoisier VSOP Flagship expression showcasing the delicate marriage of four crus for a subtly floral and uniquely complex richness — Courvoisier's signature house style.
• Courvoisier XO A selection of beautifully matured eau de vie aged 11 to 25 years, highlighting the complex and rich character of Courvoisier cognac.
• Courvoisier XO Royal Most prestigious expression in the Courvoisier collection, assembled to defy category conventions.
• Courvoisier Extra High-end cognac expression representing the pinnacle of Courvoisier's craftsmanship.
• L'essence de Courvoisier Premium rare blend showcasing the essence of Courvoisier's cognac-making heritage.
• Mizunara 2021 Blend First-edition cognac aged in Japanese Mizunara oak barrels, combining French cognac tradition with Japanese cooperage.
• Mizunara 2023 Blend Second edition of the Mizunara series, aged in Japanese Mizunara oak barrels, positioned as the brand's most daring and visionary creation.
• Discovery Tour Paid guided tour and tasting experience at the Courvoisier Maison in Jarnac, France, offered in English and French.
• Prestige Tour Premium guided tour experience at Courvoisier Maison offering deeper immersion into the cognac-making heritage, offered in English and French.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• National Urban LeaguecoreStrategic or Co-development Partner · 1 January 2021Multi-year partnership with the historic civil rights organization dedicated to economic empowerment. The partnership equips the Black business community with critical resources including educational programs, mentorship opportunities, and financial support. In 2021, Courvoisier committed $200,000 in monetary grants and provided educational support to Black entrepreneurs and small business owners.
• Office national des forêtsminorStrategic or Co-development PartnerPartnership to fund an innovative study better understanding threats to oak forests in France, with a donation of 425,000 euros over four years. Rising global temperatures have introduced opportunistic pest species threatening oak forests used for cognac barrels.
• L'ArcheminorStrategic or Co-development PartnerPartnership since 1995 helping people with and without intellectual disabilities build community together. People from L'Arche participate in manufacturing processes for work experience, run races, and plant trees to help keep Courvoisier tree positive.
• Jiannan HuangminorStrategic or Co-development PartnerWorld-renowned Chinese painter and artist collaboration for the 2024 Lunar New Year collection celebrating the Year of the Dragon. Huang utilized expertise in enamel and traditional Chinese artistry to create unique bottles showcasing Courvoisier's heritage and craftsmanship.
• Yinka IloriminorStrategic or Co-development PartnerArtist collaboration for limited edition Courvoisier VSOP bottle design, inspired by the charm of Jarnac, merging the worlds of Courvoisier and Yinka Ilori's artistic genius.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Hardy Cognac: Historic family-owned French cognac house with a comparable aged-spirit portfolio (VSOP through XO and older). Competes with Courvoisier in premium and ultra-premium tiers across global retail.
• Frapin: Single-estate cognac producer in the Grande Champagne region focused on ultra-premium aged cognacs. Directly comparable to Courvoisier's Extra and L'essence tier in pricing and collector positioning.
• Hennessy: The world's largest cognac producer and Courvoisier's primary direct competitor. Both are heritage French cognac houses with VS/VSOP/XO portfolio ladders, global premium distribution, and royal-court provenance; Hennessy (LVMH/Moët Hennessy) has substantially greater scale.
• Martell: One of the oldest and largest cognac houses, owned by Pernod Ricard. Competes head-to-head with Courvoisier in the VS/VSOP tier and in Asian markets, particularly China.
• Hine Cognac: Premium French cognac house with similar Jarnac-region heritage and aged-XO portfolio focus. Comparable in scale and ultra-premium positioning to Courvoisier, and historically a fellow Beam Suntory brand.
• Rémy Martin: Major cognac house owned by Rémy Cointreau, with a similar VSOP/XO/extra-old portfolio structure and global premium positioning. Directly competes with Courvoisier across on-trade, retail, and gifting occasions.
• Camus Cognac: Family-owned cognac house with a broad VS through XO and beyond portfolio. Competes directly with Courvoisier in the premium and above tiers, particularly in on-trade and travel retail.
• Delamain: Boutique premium cognac house specializing in very old XO and beyond expressions. Comparable to Courvoisier's ultra-premium tier and to its heritage-led, Jarnac-region stylistic positioning.
• Pierre Ferrand: Premium cognac house known for aged expressions and craft positioning. Comparable to Courvoisier in its emphasis on heritage, specific crus, and aged-stock storytelling.

Emerging players

• D'USSÉ: Newer cognac brand owned by Bacardi, focused on VSOP and XO tiers with strong hip-hop and modern culture marketing. An emerging peer that overlaps with Courvoisier at the VSOP level and competes for share of voice with younger legal-age consumers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/courvoisierusa
• Facebookfacebook.com/courvoisiercognac
• LinkedInlinkedin.com/company/courvoisiercanada

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Courvoisier