Maxxxium UK is launching a print ad campaign for Courvoisier that will bring a campaign called Here’s to Now to the pages of the Sunday Times, Short List and the London Evening Standard.

Photographer Jillian Lochner has shot a series of pictures of people enjoying cognac and they will run with straplines such as: “What better time than now?”

Some of Lochner’s pictures will feature on POS at multiple grocers, specialist retailers and the cash-and-carry division.

Maxxium UK’s marketing controller for luxury brands Chris Anderson said: “Here’s to Now is revolutionary in that it takes a 200-year-old brand and makes it relevant for today’s consumers, urging them to embrace life’s spontaneous moments with Courvoisier whenever and wherever the mood strikes.

“Here’s to Now is a multi-media campaign with on- and off-trade support that will drive sales of Courvoisier and inspire consumers, old and new, to reach for the brand.”