Posted 06 Dec 2011
Courvoisier Presents the Upgrade Series
Courvoisier has long been a brand that encourages and breeds revolutionary thinking, from its close ties to Napoleon back in 1811 to its use in many of today’s most infamous cocktails. In keeping with this tradition, Courvoisier is proud to present the Upgrade Reports, a series of four white papers written in collaboration with members from ‘Courvoisier The Future 500’, the brand’s own exclusive network of pioneers, entrepreneurs and revolutionary spirits from the arts, social enterprise, business science, gastronomy, fashion and beyond.
This insight report series is designed to explore the idea of ‘Upgrade’; an ideology Courvoisier has been playing with this year. Upgrade isn’t simply about the most exclusive or expensive things on offer; it is about being an improved and more desirable version of that thing, whether that’s through desire, innovation or need. As such, Courvoisier wanted to focus on four subjects that, to some extent, affect each and every person and explore what upgrade would mean to them: The City Upgrade, The Going Out Upgrade, The Retail Upgrade and The Food Upgrade.