New Courvoisier cognac arrives in duty-free

Beam Suntory in collaboration with Maxxium is introducing a new luxury cognac in travel retail, Courvoisier Extravagance, which will be in three major European airports before Christmas.

Courvoisier Extravagance celebrates the Paris art and architecture of the late 1800s when Courvoisier became well known, was drunk by Napoleon III and toasted at the opening of the Eiffel Tower. The liquid pays homage to the first Napoleon-quality Fine Champagne cognac created by Courvoisier in the early 1900s produced from grapes harvested in just two regions, Grande Champagne and Petite Champagne.

The elegant bottle and presentation tube feature an impactful Jarnacaise-style foiled design inspired by the immense and intricate steel and glass structure of the Grand Palais in Paris.

Activation begins in November at Amsterdam airport with Schiphol Airport Retail and in Madrid with World Duty Free Group. In December Courvoisier Extravagance will take centre-stage at London Heathrow T5 with tastings at the bar of the new marque’s signature serve, the Courvoisier Extravagance champagne cocktail. The launch will also be marked with a one month ownership of the branded wall, making it the first cognac house to take over the prominent space. Activation will be further rolled out across other European airports in 2015.

Courvoisier Extravagance 700ml retails at €89 and will complement Courvoisier Le Voyage de Napoleon, the travel retail exclusive range of VS, VSOP and XO cognacs launched last year.

Beam Global Travel Retail marketing director, Michael Cockram says: “Courvoisier Extravagance embodies the cognac house’s luxury French credentials and bridges the gap between our VSOP and XO cognacs. It combines the quality, tradition and craftsmanship of Courvoisier with the brand’s historic connections to the Paris Golden Age, celebrating the brand’s status in its home country. This exclusive expression will appeal to younger adult shoppers looking for a cognac that they can serve at celebratory social occasions.”

27 September 2014 - Felicity Murray The Drinks Report, editor