Courvoisier to spend £15m with focus on cocktails

30 April, 2012

A competition for consumers to win a trip to a number of exotic locations around the world will appear in an on-pack promotion for Courvoisier Cognac this summer.

The Courvoisier Cocktails on a Grand Scale activity is part of a marketing campaign to promote four signature serves demonstrating the mixability of Cognac. 

Maxxium UK is investing £15 in marketing the brand this year.

The trip which forms the top prize will see the winner visit a number of locations to collect ingredients to take back to Courvoisier’s home in Jarnac in France to create “the grandest cocktail”.

Further activity includes POS kits, a major consumer cocktail event in London in the summer and a social media campaign.

Marketing controller Chris Anderson said: “Over recent years we have been very successful in our single-minded focus to revolutionise cognac via mixability. 

“This concept is fast becoming part of Courvoisier’s DNA and, to build further momentum and inspire more consumers to try Courvoisier, we are now bringing this to life with Courvoisier Cocktails on a Grand Scale.”




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Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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