Maxxium UK is investing £15m in its cognac brand Courvoisier in a move it says will “revolutionise” the category and drive growth through “innovative promotional activity and education tools”

Consumer facing activity will include a significant investment in advertising and media promotions to recruit new drinkers into cognac through mixability with a focus on punch.

"Courvoisier will continue to be at the forefront of trade and consumer education through ground-breaking initiatives including 3D training films and Le Nez de Courvoisier, a sensory experience launched last year to help drinkers further understand cognac by identifying key aromas in each marque of Courvoisier," says Maxxium UK’s marketing manager for Courvoisier Janice McIntosh.

"Events like last year’s Architectural Punchbowl, which saw an entire room filled with punch made from Courvoisier Exclusif, attracted widespread national media attention and encouraged consumers to consider it as an alternative to other premium, mixable spirits," she says.

"This year we will continue to sample cognac cocktails and punch at selected consumer events and work with bartenders who are increasingly using cognac in cocktails, a trend we expect to see replicated in the off trade in 2010,” McIntosh adds.

Other imarketing campaigns from Courvoisier include its Courvoisier The Future 500, an on and offline network designed to help successful, inspirational people from various professional arenas share ideas and collaborate to propel each other’s careers to the next level.

The campaign ensures that Courvoisier is associated with the UK’s most talented professionals and encourages these influential individuals to talk about Courvoisier among their peer group and take an interest in cognac.

Courvoisier will also continue to affirm its position as a luxury spirit throughout 2010 by investing in its higher styles including the new L’Essence de Courvoisier, launched in 2009 packaged in a Baccarat decanter and retailing at £1,800 a bottle. L’Essence de Courvoisier is a blend of rare eaux-de-vie from the most exclusive cognac crus including reserves from the 1970s and 80s.

Le Nez activity
Rebecca Asseline, Courvoisier UK brand ambassador, presents Le Nez de Courvoisier, a sensory experience launched last year to help drinkers further understand cognac by identifying key aromas in each marque of Courvoisier.

Innovative Serves Bar
serving Courvoisier cocktails as part of the I Don't Know initiative