Luxury push for Courvoisier

10 April, 2009

Raising Courvoisier's profile as a luxury brand will be at the heart of a £12 million investment from Beam Global

this year.

The drive will include a heavyweight sampling campaign for Courvoisier Exclusif - one of the range's more mature blends which is aged for up to 12 years.

An education programme will also be rolled out to the trade and consumers in an effort to demystify the Cognac category by explaining the differences between the marques.

A large part of the marketing spend will focus on the "higher styles" within the Courvoisier range, according to Beam.

In September, the launch of a new marque will be targeted at Cognac connoisseurs in an effort to "affirm Courvoisier's position as a luxury brand",

the company added.

Beam will also step


investment in its Courvoisier The Future 500 marketing campaign .

Applications to join the online network of the UK's most promising entrepreneurs close

on May 17 at

Assistant brand manager Tracey Armstrong said: " We are dedicated to driving value into the category through our higher styles."

Bookmark this

Site Search


English wine: a happy harvest for Christmas

All across England and Wales, vineyards are being harvested. Down winding country lanes come armies of welly-wearing conscripts wielding secateurs and buckets, ready to reap the rewards of our vines. Happily they come, their cheeks ruddy with pride. Half an hour later they’re crawling over muddy clods with lacerated hands, drenched in claggy juice and cold sweat, as if ploughing through an endurance race.

Click for more »
Upcoming events


Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know