LOUIS XIII Cognac partners with Pharrell Williams

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This stunner of an idea launched the other week by LOUIS XIII Cognac is well worthy of the biggest of hat-tips.

The brand teamed up with Global superstar Pharrell Williams to record an original track – called 100 Years – that won’t be released until 2117. A Century from now.

But in order for it to be possible to actually hear the track, we’ll need to stand up and pay attention to climate change. The track was cut onto a record made of clay from the chalky soil of the Cognac region and is being stored in a state-of-the-art safe that is only destructible when submerged in water. The point being, that if sea levels continue to rise due to Global warming, a significant portion of the World’s land might disappear underwater. And the track might never be heard.

The track itself is a creative expression of the relationship between nature and time, because each bottle of LOUIS XIII Cognac represents the life achievements of generations of Cellar Masters. Given the maturation times, LOUIS XIII always needs to think a century ahead.

It’s a bold idea. Creating something that pretty much all of us will never see or hear is not only a powerful way to highlight the time that goes into making the product but LOUIS XIII has also managed to pull focus on a hugely important Global issue in the finest and most skilful of ways.

A belter, in our humble opinion.

Check out the film here – https://www.youtube.com/watch?v=UIqCFKweCWc