Courvoisier invests in “Upgrade”
on 10/03/11 at 1:00 pmIndustry
Maxxum UK has pledged to invest £15 million (approx. $24m) behind its Courvoisier brand in 2011 in an effort to capitalise on progress made over the past 12 months in driving new consumers into the Cognac category.
Its new campaign, called “Upgrade”, will encourage young adult drinkers to sample Courvoisier punch, which last year helped the brand grow volumes by 10% – outperforming not only the Cognac category, but the spirits market as a whole.
Eileen Livingston, marketing controller for Courvoisier UK, told the drinks business: “The punch serve has really opened up doors for us with younger drinkers who didn’t really know or understand the brand in the past.
“By and large, these people enjoy longer, fruitier drinks more regularly than they drink neat spirits, so punch offers them a way of enjoying Courvoisier that appeals to them.
“It has been a great success over the past year so of course we will continue to invest behind the concept over the coming year too.”
Over the course of 2011, consumers will be encouraged to trial Courvoisier punch through an extensive summer sampling tour that will see the brand have a big presence at major events and festivals across the UK.
The brand has also formed a partnership with White Mink, promoters of electro-swing music in the UK, in order to provide a contemporary soundtrack to accompany Courvoisier’s marketing activities.