Maxxium looks to punch revival

30 April, 2010

Maxxium UK is hoping to raise the profile of Cognac as a mixable spirit with the launch of the Courvoisier Summer of Punch campaign.

The push will see the brand supporting a series of events across the UK where an estimated 12,000 target consumers will be able to sample Courvoisier punches.

The campaign will be supported by media partnerships with The Evening Standard and lifestyle magazine Square Meal until August.

In the off-trade punch ladles and recipe booklets will be given away with 15,000 bottles of Courvoisier VS and Exclusif in Sainsbury’s stores across the country, and trained staff in 100 stores will demonstrate how simple it is to create punch at home.

Courvoisier is also partnering with former Blur member Alex James who will throw a party at his home, serving Courvoisier punches. The party will be featured in the July edition of Sainsbury’s Magazine.

Further off-trade activity will be announced later in the year.

Maxxium UK’s marketing manager for Courvoisier, Janice McIntosh, said: “The campaign is part of Maxxium UK’s £15 million investment in Courvoisier for 2010 and will ensure the UK’s number one Cognac is at the forefront of the punch trend.

“We believe that the future of Cognac is in its mixability and there is a huge opportunity in punch. This is one of the largest scale consumer-facing projects that we have undertaken for Courvoisier in the past few years and shows Maxxium’s commitment to growing the brand.”




Bookmark this


Site Search

COMMENT

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
total a

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter