COURVOISIER: HITS BACK

Published: 23 July, 2008

By Giles Fallowfield

Courvoisier is trying to strengthen its position as the UK's leading Cognac brand by launching a second VSOP style aimed at top-end style bars. Courvoisier VSOP Exclusif, described as a superior VSOP aged for up to 12 years', has a flavour profile that makes it particularly suitable for mixing, according to Paul Woodward, UK brand director for Courvoisier at Allied Domecq. Woodward said Exclusif, which will be available only to top-end style bars, is geared towards very trendy, cutting-edge outlets like Aura, Hakkasan and Lounge Lover - new, happening places.' Courvoisier is now the number one brand in the on and off-trade in the UK. We've increased our market share from 38.3% to 42.2% in a relatively short period, while Martell has declined from 42.7% to 38.7%, so we've literally swapped places,' says Woodward. They took their eye off the ball at Martell after the Seagram sale.'

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