Courvoisier aims to revolutionise Cognac in UK

Maxxium UK has revealed plans to invest £15 million in Courvoisier marketing activities in 2010 in an effort to “revolutionise” the Cognac category in the UK.

Recent innovative marketing drives for the UK’s biggest-selling Cognac brand have included 3D training films and adverts during screenings of Avatar at 3D cinemas across the country, as well as spots in commercial breaks during Channel 4’s recent 3D week.

Consumer marketing activity for the rest of the year will include a significant investment in advertising and media promotions to recruit new drinkers into Cognac, with a particular focus on punch-based cocktails.

Janice McIntosh, marketing manager at Maxxium UK, said: “We believe there is an exciting opportunity to grow the Cognac category by recruiting new consumers, encouraging those who don’t normally consider Cognac to try it.

“This year we will continue to sample Cognac cocktails and punch at elected consumer events and work with bartenders who are increasingly using Cognac in cocktails, a trend we expect to see replicated in the off-trade in 2010.

Courvoisier, which is set to unveil new packaging for its VS product in the UK in September this year, will also continue to invest in its top-end products such as the new L’Essence de Courvoisier – a blend of rare eaux-de-vie from exclusive Cognac crus including reserves from the 1970s and ’80s.

Alan Lodge, 17.03.2010