Larsen Cognac unveils new VSOP bottle designs to attract younger consumers 

ASIA – International Beverage has introduced new bottle designs for the VSOP expression of its Larsen cognac brand, aiming to engage a younger audience. 

The ‘Art Edition’ collection features four unique packaging designs by US street artist Trew Love, blending pop art with activism and bold colors.  

The 70cl bottles are available in the Baltic markets through specialist retailers, with a recommended retail price of EUR 58 (US$63). 

The launch, which took place last month, saw 12,000 units released. The cognac itself remains unchanged. 

“Trew Love’s colorful, thought-provoking street art is the perfect expression of Larsen’s creative, innovative side,” said Alexandre Lesbats, International Beverage’s brand manager for Larsen.  

“We are thrilled to have her on board for this collaboration. With her help, we have created a unique and special product for one of Larsen’s focus markets.” 

Larsen, founded in 1926 by Norwegian Jens Redar Larsen, was acquired by International Beverage in 2023 from Anora Group for nearly US$60 million. 

International Beverage, which recently completed the acquisition of Asiaeuro International Beverage (AIB) in January 2025, continues to strengthen its global presence.  

AIB, a key distributor for wines and spirits in Greater China, operates in Guangdong, Hong Kong, and Macau, managing both duty-free and domestic markets. 

Following the acquisition, AIB’s 70 employees have been integrated into International Beverage’s 700-strong team across nine global offices. 

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