LOUIS XIII COGNAC IS ULTRA-PREMIUM, EXCLUSIVE, RARE, & TIMELESS, CREATED IN 1874. EACH DECANTER TAKES 4 GENERATIONS OF CELLAR MASTERS OVER 100 YEARS TO CRAFT. ITS GRAPES GROW IN THE CHALKY SOILS OF GRANDE CHAMPAGNE, THE MOST SOUGHT-AFTER AREA OF THE COGNAC REGION, IN FRANCE.

WHILE IT IS THE ULTIMATE COGNAC WITH TRUE AUTHENTICITY, THE BRAND IS VIEWED AS LACKING IN EXCITEMENT BY CONSUMERS. IN ORDER TO BE AN ICON OF ULTIMATELY LUXURY, IT IS CRITICAL FOR THE BRAND TO UNDERGO A REVIVAL IN EXCITEMENT, IMAGINATION, MAGIC, AND EMOTION.

THE OBJECTIVE WAS TO BRING BACK THE THRILL AND CREATE A MYSTERIOUS, ENGAGING AND THOUGHT-PROVOKING EXPERIENCE, SO THAT LOUIS XIII CAN BECOME AN ICON OF ULTIMATE LUXURY: A REFERENCE IN TOP LUXURY ACROSS ALL CATEGORIES.

WE ACTIVATED SOCIAL MEDIA WITH BACKSTAGE PHOTOS TO CREATE INTRIGUE AND FUEL CONVERSATIONS.

#NOTCOMINGSOON WAS LAUNCHED ON TUESDAY, NOVEMBER 18 WITH AN EXCLUSIVE SCREENING OF THE FILM’S FEATURETTE AT THE GOLDSTEIN MANSION IN LOS ANGELES. JOHN MALKOVICH PLACED THE FILM REEL INTO A CUSTOM SAFE AND SET THE TIMER FOR THE OFFICIAL PREMIERE IN NOVEMBER 2115.

TO ENSURE THAT THE FILM IS HELD SECURE UNTIL ITS OFFICIAL PREMIERE, IN ONE HUNDRED YEARS, IT WAS PLACED IN A STATE-OF-THE-ART SAFE CREATED IN PARTNERSHIP WITH FICHET-BAUCHE, A WORLD-LEADER IN SECURE STORAGE FACILITIES. THE CUSTOM-DESIGNED SAFE FEATURES BULLETPROOF GLASS AND A STATE-OF-THE-ART TIMER. THERE IS NO WAY OF OPENING IT UNTIL THE ONE HUNDRED YEAR COUNTDOWN IS COMPLETE ON NOVEMBER 18, 2115

ALL THE GUESTS AT THE EVENT RECEIVED A METAL CINEMA TICKET INVITING THEIR HEIRS TO AN EXCLUSIVE SCREENING OF THE FILM IN 2115, AT THE LOUIS XIII PROPERTY IN COGNAC, FRANCE.