The Cognac industry is to follow the lead of whisky distillers by targeting young drinkers. Allied Domecq’s cognac brand Courvoisier is to be promoted for the first time to under-25s in pubs and clubs.
Howard Miller marketing manager for Courvoisier at Allied Domecq UK says: “As with other spirits brands we are always looking at opportunities to broaden our consumer base.”
The company will run a promotional campaign in the autumn in bars and clubs to encourage under 25s to mix Courvoisier with orange juice, cola or ginger ale or to use it as a base for cocktails.
It follows a route taken by whisky distillers especially United Distillers which ran a similar promotion last year in a bid to get drinkers to try its Bell’s brand with mixers.
Miller says that despite targeting younger drinkers it does not want to alienate loyal older drinkers who make up the majority of its consumers.
In a separate move, Allied Domecq has unveiled a range of luxury lingerie, as a promotional device under the Courvoisier name.