The new look bottle has seen changes to its label shape, graphics and Napoleon-themed medallion.

The Beam Global Spirits and Wine-owned brand says the new look “creates a consistent look across the range” and “increases impact on shelf”.

Janice McIntosh, marketing manager for Maxxium, Courvoisier’s UK distributors, said the changes “communicate quality and drive value into the category”.

She added: “They unify the range and reflect the rich 200 year heritage of Courvoisier, by magnifying the association with Napoleon.”

The new Courvoisier VS design will be rolled out to other global markets following October’s US and UK launch, and will be followed by packaging changes to other Courvoisier labels in 2011.