Packing an off-trade punch


COURVOISIER is encouraging consumers to make their own punch this summer with the introduction of punch ladle packs to the off-trade.

The Cognac brand has distributed 30,000 of the packs to retailers and wholesalers. Each pack contains a bottle of Courvoisier VS, a punch ladle and details of how to make Courvoisier’s signature punch recipe, which mixes the Cognac with lemonade and a few dashes of Angostura bitters, garnished with orange and lemon wheels.
The recipe is also displayed on 175,000 neck hangers on Courvoisier bottles.
As well as the recipe the neck hangers offer consumers a free music download.
Eileen Livingston, marketing controller for Courvoisier and imported whiskeys at Maxxium UK, said the brand is “committed to growing the category through punch this year”. Punch-focused activity last year is said to have helped to drive volumes of Courvoisier.
“This year we are driving sales in the off-trade with eye-catching added value promotions, designed to encourage consumers to upgrade their drink choice at home with Courvoisier Punch, a very sociable drink, which is simple to create,” said Livingston.
Stockists of the punch ladle packs include Makro, Nisa Today, Sainsbury’s and Waitrose.