The push will see the brand supporting a series of events across the UK where an estimated 12,000 target consumers will be able to sample Courvoisier punches.
The campaign will be supported by media partnerships with The Evening Standard and lifestyle magazine Square Meal until August.
In the off-trade punch ladles and recipe booklets will be given away with 15,000 bottles of Courvoisier VS and Exclusif in Sainsbury’s stores across the country, and trained staff in 100 stores will demonstrate how simple it is to create punch at home.
Courvoisier is also partnering with former Blur member Alex James who will throw a party at his home, serving Courvoisier punches. The party will be featured in the July edition of Sainsbury’s Magazine.
Further off-trade activity will be announced later in the year.
Maxxium UK’s marketing manager for Courvoisier, Janice McIntosh, said: “The campaign is part of Maxxium UK’s £15 million investment in Courvoisier for 2010 and 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. This is one of the largest scale consumer-facing projects that we have undertaken for Courvoisier in the past few years and shows Maxxium’s commitment to growing the brand.”