Courvoisier unveils £15m marketing strategy

Courvoisier distributor Maxxium UK is to invest £15m in marketing the brand this year in an effort to capitalise on the rise in popularity of cocktails and attract young adult drinkers to the cognac category.

Courvoisier

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.

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