# Reinvigorated Cognac Campaigns Larsen Cognac Challenges Traditional Images & Outdated Views By Laura McQuarrie | Published 2023-04-17 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/larsen-cognac References: [thespiritsbusiness](https://www.thespiritsbusiness.com/2023/04/larsen-cognac-challenges-outdated-views/) & [discoverlarsen](https://www.discoverlarsen.com/)  With its newest campaign, Larsen Cognac is challenging the traditional image of Cognac. Cognac has traditionally been associated with older, affluent individuals. However, in recent years, Cognac brands have been reinvigorating the category to appeal to a [younger audience](https://www.trendhunter.com/trends/dont-retire-the-party) by introducing [innovative products, smart packaging](https://www.trendhunter.com/trends/packaging-initiative-in-singapore) and partnerships with popular culture icons. This shift is aimed at breaking down the perception that cognac is only meant for the elite and making it more accessible to a wider range of consumers. As a result, the category is experiencing a resurgence, with younger consumers showing increased interest in the spirit. “At Larsen we have always been open to the idea that Cognac can be enjoyed in many different ways and by different types of people," said Mika Raukko, category marketing manager for Larsen Cognac, "With this new platform and concept we want to keep challenge the outdated views on who Cognac is for, when and how it can be consumed.” ## Trend Insights (Trend Hunter) - Score: 5.7/10 - Popularity: 68% | Activity: 87% | Freshness: 15% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What's Driving This Trend - **Youthful Cognac:** Introducing innovative products, smart packaging, and partnerships with popular culture icons to appeal to a younger audience. - **Democratization of Spirits:** Breaking down the perception of cognac as only for the elite and making it more accessible to a wider range of consumers. - **Rebranding Tradition:** Challenging the traditional image of Cognac to appeal to a wider audience. ### Who This Affects Most - **Alcohol and Beverage:** Innovating the packaging and marketing of spirits to engage a younger demographic. - **Luxury Goods:** Breaking down elitist stereotypes and making traditionally high-end luxury goods more accessible to a wider range of consumers. - **Entertainment and Culture:** Partnering with popular culture icons to create buzz and appeal to a wider audience. ## Related on Trend Hunter - [Perception-Redefining Brand Campaigns](https://www.trendhunter.com/trends/made-for-more-campaign.md) - [Diversity-Focused Cognac Campaigns](https://www.trendhunter.com/trends/more-is-made-by-the-many.md) - [Spontaneity-Inspired Liqueur Campaigns](https://www.trendhunter.com/trends/casa-redondo.md) - [Luxurious Next-Gen Cognacs](https://www.trendhunter.com/trends/martingale-cognac.md) - [Next-Gen Bourbon Campaigns](https://www.trendhunter.com/trends/worth-the-envy.md) - [Bold-Colored Tequila Campaigns](https://www.trendhunter.com/trends/undomesticate-campaign.md) - [Meaningful Relationship-Encouraging Campaigns](https://www.trendhunter.com/trends/iceberg-vodka.md) - [Curious Whiskey Campaigns](https://www.trendhunter.com/trends/dont-mention-it.md) - [Revamped Brandy Spirits](https://www.trendhunter.com/trends/strmy-signature.md)