Courvoisier bigs up Paris links in global marketing campaign

By Nigel Huddleston

Published: 28 September, 2015

Courvoisier is planning limited editions inspired by the golden age of Paris at the end of the 19th century as part of a global marketing push for the Cognac brand.

The Toast of Paris since 1889 programme - the name relates to the official opening of the Eiffel Tower, when Courvoisier was served - includes new advertising, consumer events in major cities across the globe, a Paris Golden Age Tour in Paris and new signature Courvoisier cocktails.

It follows a repackaging for the brand along the same theme announced earlier this year.

Francois Bazini, vice president of international marketing at Beam Suntory, said: "We are embarking on a new campaign which will connect Courvoisier with a broad range of global luxury consumers.

"The brand transformation celebrates Courvoisier's unique Parisian heritage and luxury credentials in an innovative, modern way and represents a step-change in our plans to grow Courvoisier's market share globally.

"With our renewed focus on premiumisation, we need to recognise that global luxury consumers have converging aspirations for luxury.

"They reject brands that pretend to be something they're not, or simply claim to be old.

"They expect modern brands with values, history and provenance.

"We are addressing these expectations by demonstrating that Courvoisier is a delicately crafted, authentic brand with an incredibly rich, very real history."

In the UK on- and off-trade activity will focus on the signature serves Midnight in Paris and the Courvoisier Champagne Cocktail.

There will also be 300 on-trade kits, including glasses to promote a Parisian Sidecar serve.

In cash and carry, special packs will feature a pair of coupette glasses with a bottle of Courvoisier VSOP.

Chris Anderson, Maxxium UK's marketing controller for luxury brands, said: "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."

Printer friendly version