Courvoisier Christmas gift packs aim to get tills ringing

09 November, 2012

Courvoisier has released three new gift packs into the off-trade in a bid to boost its share of the Christmas spirits market.

Two of the packs feature Courvoisier VS: a boxed 35cl bottle with a branded silver hipflask and a 70cl bottle with two luxury rolling glasses.

The final pack includes a 70cl Courvoisier VSOP bottle with two rolling glasses.

Brand owner Maxxium UK said gifting increases during the festive season and that consumers are more likely to trade up to premium spirits, creating a significant opportunity for luxury brands.

Its marketing controller for luxury brands, Chris Anderson, said: “The Courvoisier luxury gift packs will help to drive sales in the lead up to Christmas, the biggest time of year for spirits sales.

“Beautifully packaged, they will draw consumers to the fixture and should be displayed prominently for maximum impact.

“Our Christmas packs last year performed extremely well, driving incremental sales opportunities for our customers.

“Luxury brands do particularly well during the festive season as consumers trade up to premium drinks, presenting an exciting opportunity for retailers to capitalise on the increased demand.

Courvoisier increased its share of total cognac sales last Christmas (Nielsen Scantrack, 12 weeks to 31/12/11) compared to year as a whole and we anticipate even greater success this year.” 

The Courvoisier gift packs are available now across Spar, Booker, Bestway and Makro.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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