Louis XIII is making its return to the entertainment capital of the world for the second year in a row with its limited-time pop-up experience at Wynn Las Vegas, open now until Nov. 30.
In anticipation of this year’s Las Vegas Grand Prix, the cognac brand is hosting a series of tasting, curated experiences and luxury activations that lend itself to “celebrate the spirit of excellence.”
The boutique pop-up, located at Wynn’s Show Shop and offering private tasting appointments with a Louis XIII brand ambassador, will feature an assortment of the brand’s classic line alongside highly coveted limited-edition offerings including The Iconic Collection, Rare Cask 42.1, the Drop Collection and various accessories.
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Two collector’s editions of coffrets are debuting this year, featuring gold lead animations of the 2024 Wynn Las Vegas and Race Week. The casks are handcrafted and designed to capture the lights and action of Las Vegas, available when exclusively purchasing the Louis XIII classic decanter.
Anne-Laure Pressat, executive director of Louis XIII Cognac at Rémy Cointreau, told WWD that the company got into the Formula 1 space after seeing the sport gain significant momentum within the U.S. Most notably, she said the audience attracted to the Las Vegas Grand Prix are passionate about luxury — pointing to the 315,000 visitors from around the world who traveled locally or internationally for the inaugural event last year.
The activation at Wynn last year and the return this year to host the brand’s first stand-alone pop-up boutique complement the other offerings at the iconic resort, Pressat explained. Notable attendees last year included chef Bobby Flay, Diplo, Olivia Palermo and more.
“Last year, we witnessed the fan experience evolve tremendously due to new collaborations, events and partnerships across hospitality, culinary, sporting and more,” Pressat said. “For Louis XIII, creating these once-in-a-lifetime experiences is at the heart of our approach, as it gives our clients the opportunity to further immerse in the brand universe and discover new facets of Louis XIII.”
Pressat goes on to note that with the exclusive boutique in Wynn Las Vegas, they hope to attract visitors and spirit connoisseurs by giving them an unparalleled experience and showcasing the brand’s legacy. Moreover, she said the exclusive tastings at the boutique will allow fans and cognac aficionados to immerse themselves in the craftsmanship that has been a pinnacle facet of the brand for centuries.
Louis XIII’s Rare Cask 42.1 cognac can also be experienced by customers via an exclusive by-the-glass service offered at Wynn’s Delilah Lounge and Fine Dining and Papi Steak.
“Wynn Las Vegas is thrilled to once again partner with Louis XIII Cognac as part of our resort’s second annual Ultimate Race Week,” says Brian Gullbrants, North America chief operating officer at Wynn Resorts. “The return of this unique tasting experience is the perfect complement to the rest of our highly curated race week programming only found at Wynn Las Vegas.”
Some other Formula 1 offerings timed to the Las Vegas Grand Prix at Wynn Las Vegas include the star-studded amfAR gala on Nov. 22, an invite-only Las Vegas Grand Prix golf outing on Nov. 20, Lewis Hamilton’s Almave nonalcoholic cocktails and his clothing brand’s +44 collaboration and limited-edition collection available at the Encore Beach Club, race simulators, RM Sotheby’s cars and a Patron tequila pop-up cocktail experience.
