Big Tigger laps up Courvoisier

Published: 23 July, 2008

The favourite Cognac of rapper Busta Rhymes and Napoleon Bonaparte now has a new face to extol its virtues.

Courvoisier has signed US television and radio personality Big Tigger as its new spokesman.

While not as popular in Europe as he is in America, Big Tigger has a nationally syndicated radio show, Live in the Den with Big Tigger, and is also known as the former host of Black Entertainment Television's 106 & Park and Rap City.

Courvoisier, increasingly trying to shed Cognac's staid British image for a more youthful, populist one, describes him as the go-to VJ with an uncanny pulse on the vibe of urban culture'.

M-T Williams, the US brand manager for the spirit, part of the Beam Global portfolio, said that Big Tigger was a Cognac connoisseur long before being approached about his new role.

We want consumers to know more about Courvoisier rather than thinking it's just bling. So Big Tigger is the perfect spokesman for us as he can translate across the public spectrum.' She explained that this meant he not only appreciated Cognac but was entrenched in urban culture'.

The slogan for the new advertising campaign is Welcome to the House of Courvoisier. Access comes with the company you keep.'

In a statement, Big Tigger said: Courvoisier symbolises incomparable quality, a luxurious lifestyle and privileged access to which my fans and Courvoisier consumers aspire.'

The brand - the official drink of Napoleon's imperial court - shot into the limelight in 2002 thanks to Busta Rhymes' song, Pass the Courvoisier, reportedly boosting sales by 30%. Since then, other leading Cognac houses Hennessy and Rmy Martin have also featured in rap lyrics and are increasingly associating themselves as aspirational urban drinks.

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