Courvoiser backs the Daily Show

28 May, 2010

Maxxium UK is embarking on a year-long sponsorship deal with More 4’s the Daily Show to raise the profile of Courvoisier as a mixable spirit.

The sponsorship will include break-bumper ads showing how Courvoisier VS and Courvoisier Exclusif can be used to create cocktails at home.

On air every Monday to Friday, at 8.30pm, current affairs programme the Daily Show is watched by 8.4 million adults every year, according to Maxxium.

Courvoisier is also sponsoring the show on channel4.com/4od.

Marketing manager Janice McIntosh said: “Through sponsorship of the Daily Show we are reaching a large audience of discerning consumers who enjoy sophisticated, quality drinks.”




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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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