Courvoisier packs a punch

15 London bars are set to participate in the new Courvoisier Summer of Punch campaign.

Representing part of Maxxium UK’s £15 million investment in the brand for 2010, the scheme marks the latest drive to bring new consumers into the Cognac category.

Venues including The Hawksmoor, Aragon House and Camino will be offering promotions on Courvoisier punch in collaboration with The Evening Standard and Square Meal magazine.

Bar staff will also receive in-depth training, luxury POS kits, the opportunity to create their own unique version of Courvoisier punch for their drinks list and the chance to win one of five places on an exclusive trip to the Courvoisier château.

Around the UK, further selected bars will receive specially designed punch kits and prize incentives for both trade and consumers to support the campaign.

Maxxium UK’s marketing manager for Courvoisier, Janice McIntosh, maintained that this latest programme “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.”

In addition to its on-trade activity, the Summer of Punch campaign will see in-store consumer sampling and recipe booklets, a punch party hosted by Blur bassist Alex James, festival sponsorship and a new project with Bompas & Parr, the team behind last year’s Courvoisier Architectural Punchbowl.

Gabriel Savage, 04.05.2010