Durand takes helm at SAS Larsen

By Mathew Lyons

Published: 13 November, 2015

SAS Larsen, producer of Cognac brands, Larsen and Renault, has appointed Jérôme Durand as its new managing director.

Durand joins Larsen from Champagne Lanson where he was director of international marketing and development.

Durand was instrumental in launching the Lanson Vintage Collection and Lanson White Label, the first Champagne designed for experimenting with aromas.

Prior to that, Durand was head of communications at the Bureau National Interprofessionnel du Cognac (BNIC) from 2005 to 2011.

He began his career at Pernod, spending seven years in the marketing department, where he rose to become international marketing director at Champagne Pommery.

Cognac Larsen was founded in 1926, while Renault dates back to 1835.

Durand said: "Larsen needs to grow in stature rather than size. We want to keep the spirit of [Norwegian founder] Jens Reidar, but change the positioning and focus on the elegance of the Cognacs.

"We have come up with a new brand identity to convey these messages, which is built on 'The Spirit of Adventure' and will include a redesign of the emblematic drakkar ship.

"For Renault, the aim is to reinforce the quality image of the brand, to strengthen its identity.

"For the end of 2015, Renault will launch a new blend of its Carte Noir Extra. Carte Noire Extra Old Limited Edition is a Cognac which has been aged in 40-year-old barrels for 180 days - a reference to the house's 180th Anniversary."

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