How does Louis XIII and the ideals it represents stay relevant in this age of instant gratification?
LP Louis XIII is still here because it is a family business and they have time… and I strongly believe that the new generation (of consumers) is really after a true story and an authentic brand. And Louis XIII is one of the most authentic brands ever—built in 1874 and still here today. This, my iPhone, would not be here in 100 years but I can tell you my Louis XIII bottle, the same design, will still be here. I’m saying this because this bottle (of Louis XIII) has been the same since 1874. Of course, (these days) it’s about instant gratification (especially) with social media … but (consumers today) also understand what is delayed gratification.
How would you sell this to the hipsters of today?
LP I’m not going to sell it to them, they have to deserve it. They have to understand it, meet the right people—you need to be introduced to Louis XIII. You need to understand how it can have such a body but is not heavy; how can it be so complex yet so alive at the same time. In short, you drink time. Generations of men and women have dedicated their lives to that one drop of Louis XIII. A lot of times, people would ask what luxury is for me, and I would say, “stop it” … everybody is using the word luxury in every sentence. For me, only one thing is “luxury” today—time. You can’t buy time.
When the cellar master first told me the story of Louis XIII, one thing stuck I my mind. He told me, "you have to understand that this morning, I put aside some eau de vie for the generations to come to make Louis XIII'. And I told him he was working for people who are not born yet. For me, this is the magic of this Louis XIII. And I decided to put that into music, if I can say that, with Pharrell’s song.