Luxury push for Courvoisier

10 April, 2009

Raising Courvoisier's profile as a luxury brand will be at the heart of a 12 million investment from Beam Global

this year.

The drive will include a heavyweight sampling campaign for Courvoisier Exclusif - one of the range's more mature blends which is aged for up to 12 years.

An education programme will also be rolled out to the trade and consumers in an effort to demystify the Cognac category by explaining the differences between the marques.

A large part of the marketing spend will focus on the "higher styles" within the Courvoisier range, according to Beam.

In September, the launch of a new marque will be targeted at Cognac connoisseurs in an effort to "affirm Courvoisier's position as a luxury brand",

the company added.

Beam will also step

up

investment in its Courvoisier The Future 500 marketing campaign .

Applications to join the online network of the UK's most promising entrepreneurs close

on May 17 at cvtf500.com.

Assistant brand manager Tracey Armstrong said: " We are dedicated to driving value into the category through our higher styles."




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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