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Courvoisier launches global Champagne cocktail competition

Published:  14 January, 2016

Premium cognac house Courvoisier has announced its first global bartender competition.

Bartenders will be challenged to create a new twist on the Classic Champagne Cocktail using Courvoisier VSOP or above.

The competition is an extension of Courvoisier's The Toast of Paris Since 1889 brand campaign, and the bartenders' creations must be inspired by the Golden Age of Paris between 1870 and 1910.

The closing date for entries is March 25, 2016.

The six best submissions in the UK will be selected to compete against one another in a semi-final in London in April.

The UK winner will represent Courvoisier during London Cocktail Week 2016 and take part in future campaign activity, as well as competing in the global final, which will take place in Paris in May.

Finalists will have the opportunity to visit the Courvoisier Chateau in Jarnac, France, and to meet to meet with Courvoisier master blender Patrice Pinetand in the historic Paradis Cellar.

The winner will receive a bespoke blend of Courvoisier cognac dating back to 1889, presented in an engraved crystal decanter.

In the run-up to the competition Courvoisier will also be offering masterclasses in nine cities across the UK.

The masterclasses will take place from January through to March and will offer attendees an exclusive Le Nez experience hosted by Courvoisier global brand ambassador, Rebecca Asseline, and Maxxium UK's MIXXIT team.

Food pairings and cocktails will also feature, together with insights into Courvoisier's history and its roots in the Paris Golden Age.

Chris Anderson, Maxxium UK's marketing controller for luxury brands, said: "This is an exciting year for Courvoisier. Building on the new brand campaign, the bartender competition is linking leading markets around the world to celebrate The Toast of Paris Since 1889 and encourage the use of Courvoisier in signature serves like the Champagne Cocktail.

"The on-trade is an extremely important segment of the business and Maxxium UK is supporting the country's number one cognac with significant investment in education and engagement.

"We are looking forward to seeing how leading bartenders across the country recreate the Champagne Cocktail and represent the Paris Golden Age with Courvoisier at the centre."

Bartenders wishing to enter are asked to contact their Maxxium UK sales representative.

Courvoisier now accounts for 68% of the cognac category's volume in the UK on-trade, and its UK sales were up 9% by value in the year to October 31, 2015.

The cognac category overall grew 12% by value and 4% by volume in the UK on-trade over the same period.