Pharrell’s exclusive track was recorded onto a record made of clay from the chalky soil of the Cognac region, & stored in the cellars of LOUIS XIII in a state-of-the-art safe specially designed by Fichet-Bauche that is only destructible when submerged in water. The only way to guarantee this original piece of music will be heard again in 2117, is if we address the consequences of global warming - if we do not change our way of living, future generations will never be able to hear this song.

Louis XIII thinks a century ahead, we should all do the same for the planet.

Pharrell’s exclusive track was recorded onto a record made of clay from the chalky soil of the Cognac region, and stored in the cellars of LOUIS XIII in a state-of-the-art safe specially designed by Fichet-Bauche that is only destructible when submerged in water. If sea levels continue to rise due to climate change, scientists project that in 100 years, a portion of the world’s land might be underwater. The only way to guarantee this original piece of music will be heard again in 2117, one century from now, is if we address the consequences of global warming - if we do not change our way of living, future generations will never be able to hear this song. “100 Years” by Pharrell Williams will be out in 2117, but only #Ifwecare.

With one song that we’ll hear only if we care about the planet in 2117, 100 years generated more than 1000 press articles, in more than 100 countries, 2 billion media impressions, 600 million of reach on social media, 71 Millions of engagement on social network.

In collaboration with Pharrell Williams, LOUIS XIII created a unique piece of art : “100 Years: The Song of the next century”. Never done in the music industry, this original song from Pharrell Williams will be released in 100 years, but only if we care about the planet. The only copy of this exclusive track has been engraved in a clay disk made of soil directly taken from LOUIS XIII vineyard. If sea waters continue to rise, we will lose this track forever.

The strategy is rooted in the product itself.

Each decanter of LOUIS XIII is the life achievement of generations of Cellar Masters, LOUIS XIII must always think a century ahead, and the stability of our environment ensures not only the future of LOUIS XIII Cognac, but also the world around us.

On November 2017,Pharrell Williams created “100 Years: The Song We’ll Only Hear If We Care,” a unique musical composition that will not be released until 2117. LOUIS XIII partnered with Pharrell on this innovative project due to a shared dedication to environmental issues.

On November 13th 2017, LOUIS XIII Cognac premiered “100 Years”- The Song We'll Only Hear If We Care - a unique musical composition created by Pharrell Williams that will not be released until 2117. LOUIS XIII partnered with Pharrell on this innovative project due to a shared dedication to environmental issues.

The original song is a creative expression of the delicate relationship between nature and time, and the effect humans have on their environment. Each decanter of LOUIS XIII represents the life achievement of generations of cellar masters, so LOUIS XIII must always think a century ahead.