Courvoisier raised a glass to a bright new future for cognac at the Eiffel Tower last week where, 126 years ago, it was served to celebrate the official opening of the Tower. The celebration marked the launch of a new campaign for the brand, Toast of Paris Since 1889.
The brand transformation includes a new packaging design for Courvoisier’s entire range, inspired by the art and architecture of the Paris Golden Age. This will be supported by a global marketing campaign, including new advertising, experience-led consumer events, a new Paris Golden Age Tour in Paris and new signature Courvoisier cocktails. These changes will support a long-term growth platform for Courvoisier, to include Golden Age-inspired innovations and limited editions, and a digital engagement campaign.
Francois Bazini, VP of Marketing, International at Beam Suntory said: “We are embarking on a new campaign which will connect Courvoisier with a broad range of global luxury consumers.”
On an international scale, premiumisation remains one of the leading influences on market trends, as consumers continue to trade up across categories and price points. This is driven by a growing middle class in emerging markets, increasingly discerning consumers in mature markets and the rising influence of Millennials across the globe.
Bazini added: “With Millennials now making up 45% of luxury shoppers, they are shaping the future luxury market, including the spirits industry. It’s crucial that luxury brands remain fresh and relevant, while also staying true to their distinct identity, heritage and craft.”
In the UK activations across the off-trade will communicate signature serves, Midnight in Paris and the Courvoisier Champagne Cocktail.
In cash & carry, special packs will feature a pair of coupette glasses with a bottle of Courvoisier VSOP to highlight the celebratory Champagne Cocktail and 10,000 Courvoisier VS gift cartons will be exclusively available in Costco. A PR campaign will drive awareness amongst consumers.
Maxxium UK’s Marketing Controller for Luxury Brands, Chris Anderson concluded: “To support the launch, we are providing our customers with the tools they need at this important time of year when cognac, and particularly Courvoisier, is top of mind with consumers as they prepare to celebrate Christmas and retailers look to maximise sales during this key sales opportunity.”