LOUIS XIII Cognac is launching N°XIII, a red crystal decanter that is handmade by exceptional ancestral French craftspersons in the oldest glass manufacturer in Europe. Each decanter is mouth-blown, a secular process mastered since 1586. The striking red N°XIII decanter is unlike any other masterpiece LOUIS XIII has created before. Only 200 decanters will be available worldwide.
Since its origins in 1874, each generation of Cellar Master selects from the cellars the most precious eaux‐de‐vie for LOUIS XIII. Today, Cellar Master Baptiste Loiseau is setting aside the finest eaux‐de‐vie as a legacy to his successors for the coming century. Each decanter is the life achievement of generations of Cellar Masters.
This film “Know-How”–from agency Fred & Farid Los Angeles–provides a taste of how each decanter is created. In a world that values tech, efficiency, instant gratification, logic and profitability, LOUIS XIII boldly reaffirms its commitment to effort, craft, quality, beauty, and human made creations. Crafted by the historic French glass manufacturer Saint-Louis in the small town of Alsace (east of France), surrounded by a forest, the decanter is hand-blown, hand-cut, hand-engraved and hand-decorated. The vibrant hue can only be achieved using a secret process, which requires the addition of gold and requires a minimum of 16 artisans to create. LOUIS XIII intends to proudly claim its engagement in supporting artisans, inviting people to reevaluate human craft in general.
The film ends with the thought provoking line “No Data, No Algorithm, No AI,” The film was directed, shot and edited by Axel Delwarte via production company Carnage.
