Consumers at the Foodies Festival in Oxford over the forthcoming Bank Holiday weekend will be offered samples of the Cognac with specially-paired petit fours to demonstrate how the spirit complements sweet treats.
A similar programme has already taken place at the Foodies Festival in Edinburgh.
The activity comes as a limited edition Summer Fruits gift pack for Coeur de Cognac is launched in luxury retailers.
Just 25 of the packs – which feature a carafe in a white leather jacket with a Riedel glass – have been released to the UK market, with an rrp of £89.
The packs are being taken by Harrods, Selfridges and Fortnum & Mason.
Anthony Herbert, senior brand manager at First Drinks, said: “Sampling at food festivals gives us the ideal platform to showcase how Cognac is just as enjoyable in the summer as it is in the winter.
“By investing in marketing activity such as the gift pack and sampling we hope to really invigorate the category.”