Consumer activity is designed to recruit new drinkers to the category, with advertising and promotions focusing on Cognac’s “mixability” and affinity with punch.
Trade and consumer educational initiatives will also take place, such as 3-D training films and Le Nez de Courvoisier, a sensory experience launched last year to help drinkers identify key aromas in each marque of Courvoisier.
Marketing manager Janice McIntosh said events such as last year’s Architectural Punchbowl attracted widespread media attention.
“This year we will continue to sample Cognac punch and cocktails at selected 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,” she added.
Courvoisier the Future 500, a network for professionals to share ideas, will also be launched as part of the campaign aiming to link talented individuals with the brand.