Think of it as the Rolls-Royce of the spirits world. Curated in small quantities, aged for several decades and planned centuries in advance, the Louis XIII Cognac in its trademark ornate, crystal bottle made by the Remy-Cointreau, is almost always at the centrepiece of high-end bars in hotels, restaurants, and fine-dining establishments. Recently, the cognac was for the first time decanted in a pairing with a specially curated menu, with Indian food created by chefs at the Leela Palace hotel in New Delhi. It showed the French spirit isn’t restricted to consumption with European food alone.

Malo Le Mestre, who is Louis XIII’s brand ambassador in India says Louis XIII is available only in limited quantities each year. “Currently, we are not able to meet the demand in India, and we do not foresee this changing in the future.”

He adds that what really matters is the relationship that’s being built with both Indian and international clientele, and the new experiences it creates for them. An example is Louis XIII Gastronomy – India, which illustrates their catering to clients and passion. The pairing is an experience the brand kicked off at the Leela Hotel this year.

Globally, Rémy Cointreau has been showing a growth spurt in the last eighteen months. In the first half of 2022-23, sales grew 21.1% despite a high growth base (52%) in the year-ago period ( 2021-22). In revenue terms, cognac sales accounted for around 640 million euros (April-September 2022-2023) versus 464 million euros the year before.

So where is Louis XIII, which is priced at almost $3,500 a bottle, available? “We believe in selective distribution as we wish to ensure the perfect client experience in hotels, restaurants and at liquor stores. Louis XIII is currently available in up to 35 liquor stores and 60 hotels, bars and restaurants pan India,” Le Mestre says. The major Indian metropolises have historically been the main locations for decanter(s) acquisitions for ‘at home’ consumption. Key tourism destinations in India now also show a significant demand for Louis XIII by the glass, in 5 stars hotels and palaces. On average, hotels bill customers across India around ₹25,000 plus tax for a 30 ml serving of Louis XIII.

Regarding growth in India since 2019, Le Mestre says its existing and new clients have grown by over 200%. Since 2021 and 2022, Rémy Cointreau has signed up three new Indian importers/distributors, selected for their historical presence & experience in distribution. “They operate in different states and areas (north & east, south and west), ensuring an optimal distribution and positioning of our spirits across India,” Le Mestre says.

Louis XIII Cognac

Remy Cointreau makes deeper inroads in India