The marketing strategy will promote four well-known cocktail drinks to demonstrate the mixability of Courvoisier.
Maxxium UK is kicking off the strategy with a summer on-pack promotion for shoppers to win a holiday.
The top prize will see the winner collect cocktail ingredients from around the world to use in a cocktail drink they’ll make in France, where the Courvoisier brand was founded.
Additional activity will include in-store promotions, social media campaigns and experiential events in London throughout the summer.
Courvoisier aims to capitalise on the rise in popularity of ready-to-serve products by making cocktails a more prominent part of its branding.
The summer marketing drive is the follow-up to Courvoisier’s ‘Upgrade’ strategy, which Maxxium UK launched last year to encourage young adult drinkers to sample its punch variant.
Cocktails are becoming a growing area of focus for wine and spirit manufacturers in recent months. Accolade Wines has announced plans to target female at-home drinkers with a range of read-to-drink (RTD) products, while Pernod Ricard UK is to launch a series tennis-themed wine cocktails this summer.
Elsewhere, WKD, Britain’s largest selling RTD brand by sale, has moved into the ready-to-serve category with WKD Remix, a range of canned cocktails it hopes will give it cut-through in a sector currently dominated by spirits and mixers.
Maxxium UK is a joint-venture between Beam Global and the Edrington Group.