Courvoisier builds cocktail possibilities

02 April, 2010

Maxxium has vowed to “revolutionise” Cognac in 2010 with a £15 million spend on its flagship brand Courvoisier.

Consumer activity is designed to recruit new drinkers to the category, with advertising and promotions focusing on Cognac’s “mixability” and affinity with punch.

Trade and consumer educational initiatives will also take place, such as 3-D training films and Le Nez de Courvoisier, a sensory experience launched last year to help drinkers identify key aromas in each marque of Courvoisier.

Marketing manager Janice McIntosh said events such as last year’s Architectural Punchbowl attracted widespread media attention.

“This year we will continue to sample Cognac punch and cocktails 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,” she added.

Courvoisier the Future 500, a network for professionals to share ideas, will also be launched as part of the campaign aiming to link talented individuals with the brand.




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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
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