Maison Courvoisier becomes the first and only Cognac house to achieve prestigious Butterfly Mark Certification

maison courvoisier becomes the first and only cognac house to achieve prestigious butterfly mark certification

Maison Courvoisier becomes the first and only Cognac house to achieve prestigious Butterfly Mark Certification

The Most Awarded Cognac House* surpassed industry benchmarks to earn the sustainability certification awarded to luxury businesses

JARNAC, France, 6, November, 2023 – Maison Courvoisier, the Most Awarded Cognac House*, has earned the esteemed Butterfly Mark, a certification given to luxury brands that meet rigorous standards in sustainability, social practices and governance.

Issued by luxury sustainability organization, Positive Luxury, Courvoisier received an overall score of 72, which is 44 percent above the benchmark score of 50, as a result of the brand’s positive change across environmental, social and governance (ESG) initiatives. This is the second highest score among Positive Luxury’s large clients that have been awarded the certification.  

The Butterfly Mark was created by Positive Luxury, a UK-based company that works with brands to assess their practices and help companies re-define business models to create positive change. The creation of the Butterfly Mark aims to provide consumers with a recognizable symbol that signifies they can trust the brand behind the product they are purchasing. Companies who have earned the Butterfly Mark are assessed every two years by Positive Luxury to maintain the certification.

“It is an honor to receive the Butterfly Mark, a distinction that illustrates our commitment to sustainability and creating positive change in the world,” said Managing Director for Maison Courvoisier Jon Potter. “We live through Courvoisier’s key values of community and fraternity in everything we do, such as protecting the beauty of our home in Jarnac, France and making an ongoing commitment to support biodiversity and sustainability.”

Courvoisier’s impact on climate, nature and water; as well as its social impact, including how it treats its workers and communities; and its overall governance, including how it responsibly and ethically manages its business, were all factors assessed in the certification.

“Maison Courvoisier values sustainability, biodiversity and community. Positive Luxury is proud to certify Courvoisier with the Butterfly Mark, a testament to the brand's dedication to incorporating sustainable practices into every facet of its operations. Courvoisier's continued commitment to sustainability is evident in their environmental initiatives” says Diana Verde Nieto, CoFounder of Positive Luxury.

The following initiatives were recognized by Positive Luxury to designate its Butterfly Mark certification for Maison Courvoisier:  

● Courvoisier’s commitment to sustainable sourcing. The cognac house has implemented global sourcing practices and is committed to safeguarding human rights and labor standards. As part of premium spirits leader Beam Suntory’s iconic brand portfolio, Maison Courvoisier also continues to oversee and reduce scope 3 emissions in line with company-level targets.

● The brand follows strict practices to protect biodiversity and to mitigate its impact on the local environment. Maison Courvoisier’s estate is certified by the French government’s “La Haute Valeur Environnementale,” the highest environmental and biodiversity-based government certification standard. 

● Community involvement and support is critical to Courvoisier. The brand’s philanthropic platform, Foundation 1828 aims to empower small business owners and entrepreneurs in underserved populations around the world. In 2020, Foundation 1828 pledged to donate $1 million over five years toward supporting black and minority small business owners and entrepreneurs in the U.S. Additionally, Courvoisier has established a local partnership with L’Arche, a non-profit organization working to create networks of community where people with and without intellectual disabilities live and work together. This partnership includes offering various employment opportunities to members as well as collaborating on initiatives and events centered in the Cognac community.

In addition to the initiatives highlighted by the Butterfly Mark, Maison Courvoisier also recently announced a new long-term partnership with the Office National des Forêts (ONF), expanding on its tree preservation and health efforts initiated in 2021 as part of its Forest and Fields program.

For more information about Maison Courvoisier, visit

To learn more about the Butterfly Mark certification and Positive Luxury, visit

*Based on 20 top spirits competitions since 2019.


Media contact:

Ashley Dun
Director of Global Public Relations at Beam Suntory

About Courvoisier Cognac

Maison Courvoisier was founded by Félix Courvoisier in 1828 in Jarnac, France. Courvoisier has a range of expressions that appeal to a variety of cognac preferences and lifestyles, including VS, VSOP, XO, XO Royal, and the ultimate expression of the House, L'Essence de Courvoisier. Based on the joyful, generous, and sophisticated house style and commitment to community and craftsmanship, Courvoisier continues to value its relationships with local artisans and winegrowers to produce its high-quality, award-winning cognac portfolio. For more information on Courvoisier, please visit

About Beam Suntory

As a world leader in premium spirits, Beam Suntory inspires the brilliance of life by delivering great consumer experiences through its world-class portfolio of brands.  Known for its craftsmanship of premium whiskies, including Jim Beam®, Maker’s Mark®, Basil Hayden® and Knob Creek® bourbons; Japanese whiskies, including Yamazaki®, Hakushu®, Hibiki® and Toki®; and leading Scotch brands including Teacher’s, Laphroaig® and Bowmore®, Beam Suntory also produces leading brands such as Courvoisier® cognac, Tres Generaciones®, El Tesoro® and Hornitos® tequila, Roku and Sipsmith® gin, Canadian Club® whisky, and is a world leader in ready-to-drink cocktails, with brands like -196 and On The Rocks™ Premium Cocktails.

A global company with approximately 6,000 employees in more than 30 countries, one of Beam Suntory’s core values is Growing for Good and through its Proof Positive sustainability strategy, the company has committed to ambitious goals and investments to promote environmental sustainability in its operations, ensure the company has a positive impact on the communities where employees live and work, and programs to inform consumers as they make choices about drinking. Headquartered in New York City, Beam Suntory is a subsidiary of Suntory Holdings Limited of Japan. For more information on Beam Suntory, its brands, and its commitment to social responsibility, please visit and

About Positive Luxury 

Positive Luxury are the leading sustainability experts for the global luxury industry.  By helping
businesses meet higher and higher standards for people and nature, they are transforming luxury – for
the good of all.  Positive Luxury was born to action real change, for a world that desperately needs it.

Inspired by the large blue Butterfly, which now thrives following extinction in the UK and subsequent
reintroduction. This story of success took expert understanding of a unique ecosystem and its
driving factors. Positive Luxury believes each luxury ecosystem is entirely unique, so its Butterfly
Methodology is a programme of tools and services that configures to each company’s bespoke
challenges and needs.  Today they power a collective of over 200 luxury businesses across the globe
they call the Real Changemakers, continually raising the bar.

ESG + Assesment 

Positive Luxury’s proprietary ESG+ (Environmental, Social, Governance, and Innovation) assessment
framework and diagnostic tool is the only one designed for the specific social, environmental, and
material risks of the luxury industry helping organisations determine their ESG risk profile, through gap
analysis and material ESG issue forecasting. It is built on the foundation of international agreements,
global frameworks and standards, and upcoming legislation.

The Butterfly Mark 

The Butterfly Mark is an independent trust mark awarded to luxury brands, retailers, and suppliers that evidence tangible action to making a positive impact to people and nature. It is only ever awarded to
brands who are meeting higher and higher standards. These brands are called the Real Changemakers,
brands taking serious, sustained, positive action.


Minimalist logo design featuring a glass with a straw bending into the shape of a brain, symbolizing responsible drinking.

Courvoisier® Cognac, alc. 40% vol. Courvoisier Import Company, Chicago, IL USA, Courvoisier is a trademark of Courvoisier S.A.S. ©2023 Courvoisier S.A.S.
Please drink responsibly.

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