On November 13th 2017, LOUIS XIII Cognac celebrated 100 Years with a new song from the prominent muso Pharrell Williams.

Pharrell’s new song, We’ll Only Hear If We Care, will only be released in 2117. Yes, you read that right – the song is coming out in 100 years, fam. Each decanter of LOUIS XIII represents the life achievement of generations of cellar masters, so LOUIS XIII must always think a century ahead.

LOUIS XIII’s partnership with Pharrell is founded upon a shared dedication to environmental issues. The original song is a creative expression of the delicate relationship between nature and time, and the effect humans have on their environment.

Pharrell’s exclusive track was recorded onto a record made from the chalky soil of the Cognac region, and stored in the cellars of LOUIS XIII in a state-of-the-art safe specially designed by Fichet-Bauche. The safe will only be destroyed if it is submerged in water. If sea levels continue to rise at such an alarming rate due to climate change, scientists project that in 100 years, a significant portion of the world’s land might be underwater. The only way to guarantee that this original piece of music is heard again in 2117, one century from now, is if we address the tragic consequences of global warming – if we do not change our way of living, future generations will never be able to hear this song. “100 Years” by Pharrell Williams will be out in 2117, but only #Ifwecare.Nature and time are at the heart of what we do.

If the environment is unstable, even the greatest cellar master would not be able to compose the exceptional blend.

“I love the fact that LOUIS XIII thinks a century ahead,” says Pharrell. “We should all do the same for the planet. We have a common interest in preserving nature for the future. Each bottle is the life achievement of generations of men and women. It’s all about legacy and transmission.” Pharrell has long been passionate about preserving our environment.

“100 Years” premiered during a private listening party in Shanghai, where Pharrell presented the song one time only. The one hundred lucky guests in attendance were not allowed to record the once-in-a-lifetime experience, so the song will remain a secret for the next century. LOUIS XIII and Pharrell aimed to inspire these guests to take action and motivate others to get involved in the international effort to curb global warming.

“We are incredibly proud of this innovative project,” said Ludovic du Plessis, global executive director for LOUIS XIII. “Nature and time are at the heart of what we do. If the environment is unstable, even the greatest cellar master would not be able to compose the exceptional blend that is LOUIS XIII. Global warming is one of the most important issues of the 21st century; with 100 Years – The Song We’ll Only Hear If We Care, we hope to inspire people around the world to take action.”

In 2015, LOUIS XIII partnered with renowned actor and creative visionary John Malkovich to create “100 Years: The Movie You Will Never See,” a thought-provoking artistic work that explores the relationship between the past, present, and future.


100 Years – The Song We’ll Only Hear If We Care – was previewed in Shanghai on November 13th, 2017. For more information, visit WWW.LOUISXIII-COGNAC.COM