Courvoisier Cognac Facelifts Centuries-Old French Chateau Into Boozy Tourist Hotspot

(Photos: Courvoisier)

Earlier this month, Courvoisier Cognac reopened the doors of its eponymous five-story chateau in Jarente, France. The grounds, originally built in 1857, are now being reintroduced to the public as a chic tasting room, museum and hotel wrapped into one.

Highlights include a reimagined exterior adorned with shrubs, moss and jasmine, a “cabinet of curiosities” bar lounge and a tasting menu overseen by a Michelin star chef. Throughout, you’ll find plywood engravings from Zoé Ouvrier and painterly landscapes from Veronique Van der Esch, among others.

The exhaustive renovations were overseen by Gilles & Boissier, a French architecture and design firm known for its work on the Baccarat Hotel in New York City and Moncler boutique shops in Paris, Milan, Rome and Chicago. Patrick Gilles and Dorothée Boissier, the husband-and-wife team behind the agency, were tasked with constructing the brand’s “Joie de Vivre” — a slogan that translates to “joy of living.”

“We approached this project with pride, blending the chateau’s rich heritage with the brand’s excellence. Our goal was to honor the Maison’s legacy while infusing new energy that reflects Courvoisier’s values and future vision. Every detail, including a bench carved from cellar wood, reflects the brand’s deep-rooted history,” Gilles & Boissier remarked in a news release.

The grounds overlook the Charente River that runs through the region’s cognac vineyards from east to west. Those hoping to visit the mansion can attend in one of two ways. Courvoisier says that hotel stays will remain “invite-only” for the time being, though adds that anyone is welcome to partake in tastings and cellar visits.

Alongside Hennessy, Rémy Martin and Martell, Courvoisier is often referred to as one of the “big four” cognac houses.

As the story goes, Napolean Bonaparte tasted the original iteration of Courvoisier when he visited its hometown of Bercy in 1811. Its enduring presence within the French and English army in the decades after led to the brand’s long-running tagline, “Le Cognac de Napoleon.”

Today, the brand is best known for an array of expressions including its VSOP, XO and Mizunara cask finish. The historied cognac producer was acquired by Campari, the Italian spirits conglomerate behind Aperol and Espolon Tequila, in a blockbuster $1.2 billion deal at the end of last year.

“Our legacy is built on rare, exceptional cognacs maturing in our cellars. The recent restoration provides a perfect backdrop that complements the distinctive character of our blends, much like the Maison itself,” master blender Thibaut Hontanx added.