£12m marketing push for Courvoisier

Courvoisier is looking to strengthen its position as the UK’s number one cognac through a £12million investment over the course of 2009. 

A range of initiatives during the year will focus on attracting new drinkers through mixability and on educating both the drinks trade and consumers.

Much of the marketing spend will focus on the higher-end of the Courvoisier range in order to raise its profile as a luxury brand and promote the launch of a new marque in September, aimed at cognac connoisseurs.

Courvoiser will also continue a high level of investment in its internet-based marketing campaign Courvoisier The Future 500, an online network for the UK’s “rising stars”.

Now into its third year, potential members from various professions can be nominated or apply to join. They will have to impress a panel of professional judges who decide whether they have what it takes to be accepted.

Members currently include co-owner of the Hoxton Pony Andy Pearson, DiffordsGuide publisher Simon Difford, Blanche House owner Chris Edwardes and double Michelin starred chef Aiden Byrne.

Courvoisier assistant brand manager Tracey Armstrong said: “We are dedicated to driving value into the category through our higher styles and recruiting new drinkers through mixability.

“We will be introducing consumers to cognac through an experiential sampling programme using Courvoisier Exclusif, designed specifically for mixing, to show those who wouldn’t normally try cognac that it’s a complex, delicious spirit that works incredibly well with so many flavours.

“We also have a new training programme set to change the way we introduce Courvoisier to our customers and consumers, to be revealed later this year. The pioneering programme will simplify the category by explaining the differences between the marques in the Courvoisier range, bringing new consumers into the category.

“Courvoisier The Future 500 is also doing a great job for us in ensuring the UK’s movers and shakers are talking about Courvoisier. By offering them significant benefits, the network is helping us to build a connection with our members, many of whom are drinking Courvoisier at the regular events we host for them.”