Courvoisier bids to redefine luxury status

Courvoisier is readying a global marketing campaign to redefine its luxury positioning.

Cognac brand encouraged by growing interest in luxury brands after chasing mainstream audience.

The strategy will be pushed through the brand’s ‘Alchimie de Courvoisier’ campaign which focuses on promoting the craftsmanship of cognac.

Experiential marketing has played a prominent role in the brand’s previous campaigns and the business is planning a major push in partnership with experience-led create agency White Label at high-profile venues and luxury retailers such as Harrods in the coming months to create buzz around its events.

The brand hosted a pop-up event at Harrod’s earlier this month where it featured a series of displays showcasing the brand’s history and heritage, from tools used during the production process to a miniature paper theatre.

Additionally, the cognac brand will build on its £15m summer marketing push to capitalise on the rise in popularity of cocktails by hosting a raft of sampling events to educate drinkers on the suitability of cognac in mixed drinks.

Courvoisier has cultivated ties to the creative scene in recent years through its partnership with music producer Jermaine Dupri in the US as the brand has looked to appeal to younger drinkers. In the UK, this strategy has been extended to branded events at the Brighton Festival, Secret Garden Party and Edinburgh Festival Fringe and given the cognac more prominence than rival brands.

Chris Anderson, Maxxium UK’s marketing controller for Courvoisier, says: “Courvoisier is always a luxury choice. Courvoisier hasn’t ever developed or activated specifically from a music platform perspective, however it has held a strong presence at various festivals where a younger 25-35 yr old core (new adult consumers) audience has been in attendance.. he main aim behind this activity was to engage consumers who haven’t trialled the cognac category before and present to them simple mixed drink recipes that show the versatility of cognac.

“The consistent element is that in everything we do, we look to be revolutionary in the category and break with the conventions of what cognac is and does.”

The business says that now it is the number one cognac brand in the region by volume sales it wants to promote its luxury heritage to older drinkers to boost sales.

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