LOUIS XIII Cognac launches N°XIII with FRED & FARID Los Angeles

‘No Data, No Algorithm, No AI’, a bold statement in a tech-obsessed world.

LOUIS XIII Cognac is launching N°XIII, a new outstanding red crystal decanter that is handmade by exceptional ancestral French craftspersons in the oldest glass manufacturer in Europe. Each decanter is mouth-blown, a secular process mastered since 1586. The striking red N°XIII decanter is unlike any other masterpiece LOUIS XIII has created before. Only 200 decanters will be available worldwide.

Since its origins in 1874, each generation of Cellar Master selects from the cellars the most precious eaux‐de‐vie for LOUIS XIII. Today, Cellar Master Baptiste Loiseau is setting aside the finest eaux‐de‐vie as a legacy to his successors for the coming century. Each decanter is the life achievement of generations of Cellar Masters.

In a world that values tech, efficiency, instant gratification, logic and profitability, LOUIS XIII boldly reaffirms its commitment to effort, craft, quality, beauty, and human made creations. Crafted by the historic French glass manufacturer Saint-Louis in the small town of Alsace (east of France), surrounded by a forest, the decanter is hand-blown, hand-cut, hand-engraved and hand-decorated. The vibrant hue can only be achieved using a secret process, which requires the addition of gold and requires a minimum of 16 artisans to create. LOUIS XIII intends to proudly claim its engagement in supporting artisans, inviting people to reevaluate human craft in general.

The film ends with the thought provoking line ‘No Data, No Algorithm, No AI’.

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Behind the scenes pictures


 

Credits:

Client: LOUIS XIII

Title of the ad: "Know-How"

Client: Leonardo Ferracina, LOUIS XIII Executive Director

Client: Andréa Foraison, LOUIS XIII Global Communication Manager

Agency: FRED & FARID Los Angeles

Chief Creative Officers: Fred & Farid

Creative Director: Nicolas Berthier

Art Director: Bridget Callahan

Business Director: Peter Jacobs

Agency Executive Producer: Amanda Van Caneghem

Production Co: CARNAGE

Director, DOP & Editor: Axel Delwarte

Photographer: Quentin Caffier

Producer: Natacha Delmon Casanova

Colorist: Florian Martiny

Mixer & Sound Designer: Guy Tourreau

Original Music by: Ali Helnwein


About LOUIS XIII Cognac:

Think a century ahead.

Each decanter is the life achievement of generations of Cellar Masters.

Since its origins in 1874, each generation of Cellar Master selects from our cellars the most precious eaux‐de‐vie for LOUIS XIII. Today, Cellar Master Baptiste Loiseau is setting aside our finest eaux‐de‐vie as a legacy to his successors for the coming century.

LOUIS XIII is an exquisite blend sourced from Grande Champagne, the first cru of the Cognac region. The legendary decanters have been mouth‐blown by some of the most skilled master craftsmen for generations. LOUIS XIII features exceptional aromas evoking myrrh, honey, dried roses, plum, honeysuckle, cigar box, leather, figs and passion fruit.

 

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About FRED & FARID

CREATIVE / CULTURE AGENCY 

With offices in Los Angeles, New York, Paris and Shanghai. FRED & FARID is a purpose driven company producing meaningful ideas, grounding brands into culture. FRED & FARID does brand strategy, branding, content, social activation and production.  

www.fredfarid.com