30 April 2012: Maxxium UK is launching a major new initiative, Courvoisier Cocktails on a Grand Scale this summer, as it continues its longstanding campaign to promote the mixability of cognac. As part of a £15 million investment, Courvoisier is taking cocktails to extremes of both size & style, continuing to challenge the conventions of cognac drinking, pioneering cognac as a mixable spirit.
Maxxium UK’s marketing controller for Courvoisier, Chris Anderson says: “Over recent years we have been very successful in our single-minded focus to revolutionise cognac via mixability and have built a reputation over that time for doing things on a grand scale. This concept is fast becoming part of Courvoisier’s DNA and to build further momentum and inspire more consumers to try Courvoisier we are now bringing this to life with Courvoisier Cocktails on a Grand Scale.”
The 2012 campaign promotes four signature serves* and includes a national competition to be promoted across the on and off trade to win once-in-a-lifetime trips to the world’s most exotic locations, collecting unique and unusual ingredients, all to be taken to the home of Courvoisier in Jarnac, for the creation of the grandest cocktail. Consumers will also be invited to participate in an immersive, story-telling cocktail experience, developed in collaboration with leading UK bartenders, at a major event in London this summer.
Point of sale and an on-pack promotion will drive purchase in the off-trade. In the on-trade, kits will be available for pubs and bars to promote the competition and the Courvoisier serves. A social media campaign and the use of QR codes will drive online participation. Bartenders will also be encouraged to explore their imaginations to create their own interpretation of Cocktails on a Grand Scale at Courvoisier’s competition at Imbibe Live in July.**
Recent grand scale activity by the brand includes flooding an entire basement in central London with the biggest punchbowl and taking over a six floor Georgian townhouse hosting a five course meal paired with Courvoisier cocktails.
“As the number one cognac in the UK, with a 61% volume*** share, Courvoisier is committed to growing the category by encouraging more young adults to enjoy cognac as part of their cocktail repertoire. We are now taking our commitment to the next level and magnifying the cocktail opportunity for cognac through Courvoisier Cocktails on a Grand Scale.”
* Courvoisier signature serves:
Courvoisier Punch
1 shot(s) Courvoisier VS Cognac
1 wedge(s) fresh orange squeezed
1 wedge(s) fresh lemon squeezed
2 dash(es) Angostura Bitters
Top with lemonade
Method: Add all ingredients to tall glass filled with cubed ice starting with citrus, swizzle
Courvoisier Rendezvous
1 shot(s) Courvoisier VS Cognac
½ shot(s) Bols Apricot Liqueur
1 wedge(s) fresh lime squeezed
½ shot(s) elderflower cordial
Top with lemonade
Method: Add all ingredients to tall glass filled with cubed ice starting with citrus, swizzle
Courvoisier Cooler
1 shot(s) Courvoisier VS Cognac
1 wedge(s) fresh lime squeezed
1/3 top with cloudy apple juice
2/3 top with ginger beer
Method: Add all ingredients to tall glass filled with cubed ice starting with citrus, swizzle
Courvoisier Tonic Tincture
1 shot(s) Courvoisier VS Cognac
½ shot(s) Bols Cassis Liqueur
1 wedge(s) fresh lime squeezed
½ shot(s) elderflower cordial
Top with ½ tonic, ½ lemonade
Method: Add all ingredients to tall glass filled with cubed ice starting with citrus, swizzle
** Watch Ago Perrone and Amanda Humphrey create their own interpretation of Courvoisier Cocktails on a Grand Scale on Courvoisier.com/uk/cocktailsonagrandscale
*** Source: w/e 03.03.12 (Off Trade – Nielsen) and 21.01.12 (On Trade – CGA Centro)
