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.
October 25, 2021
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.