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News
Courvoisier pushes for an Upgrade
Maxxum UK has pledged to invest £15 million behind its Courvoisier brand in 2011 in an effort to capitalise on progress made over the past 12 months in driving new consumers into the Cognac category.
Its new campaign, called “Upgrade”, will encourage young adult drinkers to sample Courvoisier punch, which last year helped the brand grow volumes by 10% – outperforming not only the Cognac category, but the spirits market as a whole.
Eileen Livingston, marketing controller for Courvoisier UK, told the drinks business: “The punch serve has really opened up doors for us with younger drinkers who didn’t really know or understand the brand in the past.
“By and large, these people enjoy longer, fruitier drinks more regularly than they drink neat spirits, so punch offers them a way of enjoying Courvoisier that appeals to them.
“It has been a great success over the past year so of course we will continue to invest behind the concept over the coming year too.”
Over the course of 2011, consumers will be encouraged to trial Courvoisier punch through an extensive summer sampling tour that will see the brand have a big presence at major events and festivals across the UK.
The brand has also formed a partnership with White Mink, promoters of electro-swing music in the UK, in order to provide a contemporary soundtrack to accompany Courvoisier’s marketing activities.
Janice McIntosh, marketing manager for Courvoisier at Maxxium UK, said: “As the number one Cognac in the UK, Courvoisier is committed to growing the category. We identified punch as an exciting opportunity to grow the brand last year and the results from 2010 were extremely positive.
“We know that new adults are aspirational and prepared to pay for a quality experience. They are seeking to upgrade many parts of their lives, whether this be their car, house or drinking experiences.
“By communicating Courvoisier Punch as an upgrade to their usual drink choice, we will encourage more consumers to try Cognac.”
Alan Lodge, 09.03.2011