Cognac brand Larsen has unveiled a limited Sneaker Edition of its VSOP bottling in a tribute to street fashion.In an attempt to ‘depart from the classic stereotypes’ of Cognac and reach new audiences, Larsen has turned to the fashion industry, which it considers to be ‘the perfect world’ for helping to change the perception of the drink. The brand has chosen to focus on the premium-meets-street culture juxtaposition offered by fashion trainers in the curation of the limited edition bottling, due to the garment's ability to 'move effortlessly between sidewalks and catwalks'. Senior global brand manager Audrey F. commented: “We live in the age of the trainer. For the past years, high-end fashion brands have been putting their own trainers in direct competition with sportswear brands, giving rise to evermore striking and expensive designs. It made sense for us as a premium Cognac brand to do the same. “The Cognac category is exclusive, but can sometimes feel homogeneous. Larsen Cognac would never have existed if it weren’t for the bold and curious mindset of our founder. That’s why we wanted Larsen to step out of the category and become a natural part of street fashion.” The brand considers the release a ‘natural step’ for the ‘rejuvenation’ of its brand. Inspired by classic white trainers, the bottle features a leather label that includes stitching detail and the brand logo stamped in gold. The use of shoelace details, complete with metal buckle, has resulted in a premium and ‘unconventional’ packaging style for the Cognac. The Sneaker Edition is made with a blend of Larsen VSOP eau-de-vies aged for five to eight years. The liquid is said to offer intense aromas of crystallised fruits, marmalade and dry fig, with notes of spices, cinnamon, and vanilla. The 40% ABV spirit is recommended enjoyed neat or mixed with a fruit-infused tonic to create a Cognac Spritz. Larsen Cognac Sneaker Edition is available in a limited quantity. Those wishing to purchase a bottle must register on the Larsen website at www.discoverlarsen.com/get-your-own. In other Cognac news, in the May 2022 edition of The Spirits Business magazine, we looked at how producers in the region are planning for a healthy future.