Born on the streets of Paris, Courvoisier® lives by a code—one of dedication, vision and respect for tradition, cultivated over 200 years of history as France’s premium producer of Cognac. Courvoisier has the conviction to craft only the finest Cognac by honoring a visionary code of controlling the entire cognac production process from grape to glass. The way the brand has chosen to live and evolve has shaped its newest campaign – Honor Your Code.
These values have forged a partnership between Courvoisier and rapper, actor, model and fashion icon, A$AP Rocky, who joins the family as Brand Ambassador starring in print and digital creative, partnering on collaborations and hosting exclusive experiences as part of its new campaign.
Before he became known as A$AP Rocky, Rakim Mayers cultivated his code growing up in New York by committing to being ambitious, inspiring and enticing. His vision was always to recognize growth and to be better than he was yesterday. With his promise to always strive, always prosper and to persevere through any struggle, A$AP Rocky honors his code to this day with his drive and ambition.
“I think your code is equivalent to your standards and your morals. It's whatever you believe in. And you should always stand by and honor what you believe in," says A$AP Rocky. “Courvoisier’s commitment to quality, old-school production methods, design and art speaks to me.”
Like A$AP Rocky, Courvoisier is focused on making—not just making it. Founders Louis Gallois and Emmanuel Courvoisier set out to make a superior Cognac in the 18th century, not to become the toast of Paris society and the imperial court. But by focusing on creating, that’s what happened. The house eventually established residence in a chateau on the scenic banks of the Charente River in the town of Jarnac, just east of the town of Cognac, where Courvoisier’s grape to glass code is followed to this day.
“As a creator, A$AP Rocky embodies the progressive ideals and bold artistry on which Courvoisier was founded, making him an ideal partner for the brand,” says Gary Ross, Vice President, Courvoisier.
Through the partnership with A$AP Rocky and an inspiring campaign, Courvoisier demonstrates the real-life applications for honoring your code. A legacy it validates every day. A legacy of excellence crystallized in a bottle.
About Beam Suntory Inc.
As the world’s third largest premium spirits company, Beam Suntory is Crafting the Spirits Brands that Stir the World. Consumers from all corners of the globe call for the company’s brands, including the iconic Jim Beam and Maker’s Mark bourbon brands and Suntory whisky Kakubin, as well as world renowned premium brands including Knob Creek bourbon, Yamazaki, Hakushu and Hibiki Japanese whiskies, Teacher’s, Laphroaig, and Bowmore Scotch whiskies, Canadian Club whisky, Courvoisier cognac, Hornitos and Sauza tequila, EFFEN and Pinnacle vodka, Sipsmith gin, and Midori liqueur.
Beam Suntory was created in 2014 by combining the world leader in bourbon and the pioneer in Japanese whisky to form a new company with a deep heritage, passion for quality, innovative spirit and commitment to Growing for Good. Headquartered in Chicago, Illinois, Beam Suntory is a subsidiary of Suntory Holdings Limited of Japan. For more information on Beam Suntory, its brands, and its commitment to social responsibility, please visit www.beamsuntory.com and www.drinksmart.com.