The Here’s To Now campaign is targeted at premium spirits consumers aged 25-45.
The ads feature party scenes without any people in them, intended to encourage consumers to put “themselves in the moment”.
Chris Anderson, marketing controller for luxury brands at Maxxium UK, said: “As recruitment from outside the Cognac category is essential to ensure future growth for the brand, we’ve created Here’s To Now to emotionally connect with our target consumers.
“The ads capture the essence of this inspirational campaign, urging consumers to embrace life’s spontaneous moments with Courvoisier.”
The ads will appear in publications including the Sunday Times’ Style magazine, Short List, Stylist and ES magazines, and online newsletters Emerald Street and Mr Hyde.
They will also appear at commuter rail hubs in central London.