The rich purple and gold of Courvoisier’s new label evoke modernity and luxury, but also the timeless character of the brand’s 200-year legacy. The makeover also creates a subtle distinction between the three marques, appearing increasingly more intricate based on the expressions’ age. Through the VS and XO retained their shapes, VSOP is no longer presented in a Josephine bottle, allowing bartenders and consumers to easily differentiate the expressions.