"PASS THE COURVOISIER": A GLOBAL CELEBRATION OF LEGENDARY HOSPITALITY

A NEW CHAPTER IN COURVOISIER: "PASS THE COURVOISIER" CELEBRATES THE LEGENDARY HOSPITALITY THAT MAKES STORIES TOO DELICIOUS NOT TO BE SHARED.

PARIS, Oct. 20, 2026 /PRNewswire/ -- Today, Courvoisier unveils "Pass The Courvoisier", the Cognac House's first global campaign in nearly twenty years, launching across TV, social, out-of-home, retail, and live experiences.

To view the Multimedia News Release, please click: 
https://www.multivu.com/courvoisier/9427451-en-pass-the-courvoisier-global-celebration-legendary-hospitality

From the court of Napoleon III to the unveiling of the Eiffel Tower and the opening night of the Moulin Rouge, Courvoisier has been passed and poured amongst good company for almost 200 years. A House built on a spirit of generous hospitality, welcoming royalty and rebels alike, and setting the stage for stories worth telling.

Today, that spirit feels more relevant than ever. In a culture where every moment can feel curated and judged, "Pass The Courvoisier" embraces the thrill of going off script, together. The impromptu house party. The unexpected guest. A conversation nobody saw coming. Moments shared, and worth talking about.

Inspired by this legacy of legendary hospitality, Grammy Award-winning creative powerhouse Ibra Ake has created a new film for the brand. Shot in Atlanta, Georgia, the film captures the collective energy and generosity that emerge when people gather. Set during a lively house party, a bottle of Courvoisier moves from hand to hand and room to room, connecting conversations, encounters and unexpected moments to the beat of one rallying cry, "Pass The Courvoisier".

"It was fun because of the history," said Ibra Ake. "We have warm memories of Courvoisier, so it was exciting to add my fingerprints to that legacy. What I loved about this film was capturing all those moments that make a party feel real: people cooking together, gaming, dancing, catching up. Everything starts with a simple call, 'Pass the Courvoisier,' and from there the energy takes on a life of its own."

"Courvoisier has played a role in some of the world's most memorable gatherings for nearly two centuries," said Louise Dennett, Managing Director of Campari Group's House of Cognac & Champagne. "The new campaign shows our spirit of hospitality today. A generous vision of Cognac, because we believe the finest bottles are made to be poured, passed, and shared."

Created with BBDO Paris, "Pass The Courvoisier" marks the beginning of a long-term creative platform that will evolve through new stories, collaborations and experiences around the world, beginning with two flagship experiences in New York and Shanghai: the House of Courvoisier, a one-night-only immersive house party in NYC, and a takeover of INS Land, Shanghai's premier nightlife destination and one of the world's top-ranked nightclubs.

For tips on how to best enjoy and share Courvoisier, visit: https://www.courvoisier.com/ 

@Courvoisier #passthecourvoisier

About Courvoisier:

Since 1828, wood has been Courvoisier's obsession, because time in oak barrels creates the delicious layers of Courvoisier. In fact, so passionate about wood is Master Blender Thibaut Hontanx that where some see a forest, he sees flavour. From selecting trees years before they become barrels to exploring different grains, toasts and maturation techniques, he knows that every choice leaves its mark on the eaux-de-vie. Just the seventh custodian of the House's blending tradition, Thibaut oversees each stage of the journey from barrel to bottle.

Crafted in Jarnac, France, the collection today includes Courvoisier VS, VSOP and XO, alongside limited editions and market-exclusive expressions.

Courvoisier is the world's most awarded Cognac House* and the only cognac house to have received the Prestige de la France distinction twice, in 1983 and 2021. From the courts of Europe and the table of Napoleon III to the inauguration of the Eiffel Tower and the opening of the Moulin Rouge, Courvoisier has long played a role in the world's most memorable gatherings. Today, the House continues to champion a generous vision of cognac, believing the finest bottles are made to be poured, passed and shared.

*Based on the top 20 international spirits competitions since 2019

ABOUT CAMPARI GROUP: 

Campari Group is a major player in the global spirits industry, with a portfolio of over 50 premium and super premium brands, spanning across aperitifs, including iconic brands like Aperol and Campari, agave spirits such as Espolòn tequila, whiskeys and rum with Wild Turkey and Wray&Nephew Overproof, as well as cognac and champagne including Courvoisier and Grand Marnier.

Founded in 1860, Campari Group is one of the fastest growing global spirits companies and the undisputed leader in the aperitif category. It has a global distribution reach, trading in over 190 nations around the world with leading positions in Europe and the Americas.

Headquartered in Milan, Italy, Campari Group operates via 21 production sites worldwide and its own distribution network in 27 countries. Campari Group employs approximately 4,800 people.

The shares of the parent company Davide Campari-Milano N.V. (Reuters CPRI.MI - Bloomberg CPR IM) have been listed on the Italian Stock Exchange since 2001.

For more information: http://www.camparigroup.com/en.

Please enjoy our brands responsibly.

CAMPAIGN CREDITS :

CLIENT:

Brand: COURVOISIER

Chief Marketing Officer and Global Head of Strategy: Thomas MORADPOUR

Managing Director House of Cognac and Champagne : Louise DENNETT

Global Marketing Director Courvoisier: Pier Paolo CATUCCI

Global Marketing Manager Courvoisier : Giovanni BARBARISI

Global Integrated Communications Manager: Salomé DEGUEURCE

Global Communications & Cultural Activations Manager : Jessica RIEUTORD

Global Insights & Analytics Manager : Elena ROMEO

AGENCY:

Agency: BBDO PARIS

Creative Chief Officer: Alexander KALCHEV

Creative Director: Yassine OUADAH-TSABET

Artistic Director: Marion RICHARD, Mathieu MASSÉ

Producer: Quentin MOENNE LOCCOZ

Post-Producer: Jérôme DEPLATIÈRE

Print Production: Christine RETAUX, Erick BARBOTTE

Strategic Planner: Harrison STEINHART, Alice DE BRITO

Account team: Jessica FERRIS, Julie HASLÉ, Olivier GUILLEROT, Luca DUGARO, Paul PIEUCHOT,

Raquel VARANDAS, Yan GE

PRODUCTION:

Production partner: ICONOCLAST

Production Service: FRIENDS&FAMILY

Director: Ibra AKE

Movement Director: Chris GRANT

Director Of Photography: Arseni KHACHATURAN

1st AD: Zaida FAKIH

Iconoclast Executive Producer : Jean DUHAMEL

Iconoclast Line Producer: Laragh STEWART

Friends&Family Exec Producer: Jed HEROLD

Friends&Family Executive Producer: Jeff GUILLOT

Friends&Family Line Producer: Julien LEMAITRE

Production Coordinator: Lucas DEMERDJIBACHIAN & Joy AUTULY

Production Designer : Leigh Ann REGAN-BARNES

Stylist: Yohanna LEBASI

1st assistant stylist: Robbie VAN MIERLO

Hair designer: Shunika TERRY

Nail artist: Terrence TERRY

Key Visuals and Print Campaign photographer: DeMarquis McDANIELS

Brand Content Director: Kirby McCLURE

Digitals Stills: Eric JORDAN

BTS Photographer and Director: Matt SWINSKY

POST-PRODUCTION:

Post-Production Partner: EVEREST

Post-Production Supervisor: Thomas ESPINOSA

Post-producer: Jean-Marie RAVOT

Editors: Adrianna LEGAY & Elodie FOUQUEAU

Colorist: Jean-Clément SORET / Company3 *

Track: "Like a Movie" by Labrinth

Sound Design, Sound Production, Music & Mix: Attention Aux Chiens

Sound director: Fabrice SMADJ

 

 

 

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"PASS THE COURVOISIER": A GLOBAL CELEBRATION OF LEGENDARY HOSPITALITY

The milestone update includes a +600% EXP fast-track server alongside rewards and comeback perks for returning players 

SEOUL, South Korea, Oct. 20, 2026 /PRNewswire/ -- WEMADE, the leading global game developer behind the blockbuster Unreal Engine 5 MMORPG Legend of YMIR, has rolled out a first-anniversary update to commemorate a full year of global live service of its flagship title. This milestone delivers a comprehensive content roadmap spanning October through December, headlined by the debut of a new Assassin class, the launch of the accelerated Boot Camp Season 2 progression server, and exclusive rewards.

Legend of YMIR combines high-fidelity visual worldbuilding with dark Norse mythology and large-scale Server Battles. Since its global debut, the game has kept its community engaged with steady content updates and events for players worldwide. The first-anniversary celebration now serves to expand and strengthen the established player base, as well as provide a frictionless entry point for new and returning adventurers looking to accelerate their progression.

The milestone update includes:

• New Assassin Class: Delivering an agile, high-impact combat style unlike any other class in the game, players can adopt the new playstyle with class change support, without losing hard-earned character progress.
• Boot Camp Season 2: A dedicated growth server engineered to expedite character development for new and returning users, it features a +600% EXP boost up to Level 65, specialized hunting buffs, and leveling support items — dramatically lowering barriers to entry and enabling players to swiftly catch up with veteran players.
• Player Rewards: The pre-registration campaign surpassed 100,000 participants, unlocking the 1st Anniversary Legendary Companion for all active players. Pre-registrants will receive exclusive bonus rewards, and players who complete in-game missions during the anniversary event can also earn a Legendary-grade Disir and Valkyrie.
• Community Events: Players who join community events on official social channels will stand a chance to win additional prizes by sharing anniversary messages and posting in-game screenshots.
• Einherjar Fellowship Event: A referral initiative encouraging active players to invite new and returning players to the game. Invited players can earn rewards by accepting an invitation and completing designated missions, while inviters receive tiered rewards based on the number of completed "fellowships". Rewards include Epic- and Legendary-grade items, with top-ranking inviters also having the opportunity to earn coveted Mythical-grade rewards.
• Check-in Event and Mythical Companion Update: Mythical-grade Disirs and Valkyries will debut in December, alongside an exclusive 14-day check-in event for Boot Camp participants. Players who join the Boot Camp server after the first-anniversary event can still participate in this check-in event and earn a Legendary-grade Valkyrie on Day 7 and a Legendary-grade Disir on Day 14.

Michael Kim, Head of Business Division, WEMADE, said: "This first anniversary is a tribute to the passion and dedication of our global community. We have intentionally curated an extensive content roadmap designed to reward loyal veterans while providing a streamlined onboarding pathway for newcomers and returning players. With sustained updates leading into December and an upcoming YMIR Cup Season 3, we look forward to delivering even deeper immersion within the Legend of YMIR universe in the year ahead."

For full details on the Legend of YMIR first anniversary update and events, please visit the official website as well as the official Discord, YouTube, and Facebook community channels for real-time updates and interaction.

-ENDS-

About WEMADE
WEMADE is the only company combining over two decades of AAA game development success with a fully operational, game-proven blockchain ecosystem—built entirely on its proprietary Layer-1 mainnet, WEMIX3.0. Known for global hits such as The Legend of Mir, MIR4, NIGHT CROWS and Legend of YMIR, WEMADE is leading the industry in seamlessly integrating gameplay, tokenomics, NFTs, stablecoin payments, and blockchain infrastructure. Through WEMIX PLAY, WEMADE delivers a unified digital economy where players, creators, and investors can own, trade, and benefit from digital assets—powering the next generation of interactive entertainment and driving the evolution of Web3 gaming. For more information, please visit https://wemade.com/.

** This press release is distributed by PR Newswire through automated distribution system, for which the client assumes full responsibility. **

WEMADE Celebrates Legend of YMIR's First Anniversary with Major Content Roadmap and New Assassin Class