After the success of Larsen Cognac Sneaker Edition, Drama Queen took the next step in our ongoing mission—to democratize and rejuvenate cognac consumption.
Our strategy is clear: connect Larsen Cognac to the cultural movements shaping today’s lifestyle—street fashion, street art, and music—making it relevant to a new generation. This time, we partnered with American street artist Trew Love to create a Limited Art Edition that fuses cognac’s heritage with contemporary culture. At its core is Trew’s artistic concept, “What Would Love Say?”—a vibrant series of street art pieces filled with messages of love and encouragement from around the world.
Drama Queen transformed her work into four unique collectible gift boxes, each featuring a different artwork, turning the retail shelf, back bar, or home into an art exhibit. But this was never just about aesthetics—it’s about making cognac a cultural statement, not just a drink.
For this project, Drama Queen developed the strategy, concept and collaboration. From packaging to a full 360° activation campaign, along with a global playbook to help local markets bring the concept to life in their own way.
Culture is the vehicle for change. Through collaborations in street fashion, art, and music, we are reshaping the perception of cognac—not as an old-world luxury reserved for a few, but as a dynamic, creative force in contemporary culture. The Limited Art Edition is now making its way into markets, ready to inspire a new wave of cognac drinkers who see themselves reflected in the brand.
Carlsberg Sweden
