Cognac plays the long game in the on-trade


AN on-trade promotional campaign for Cognac brand Courvoisier has been rolled out as part of the brand’s ‘Here’s to Now’ marketing activity.

The campaign aims to encourage outlets to promote the Cognac as part of a long mixed drink.
Four serves are being promoted in an on-trade cocktail guide, which is supported by point of sale materials like posters and tent cards tied in with the campaign’s forest-themed ad, as well as branded glassware and bar runners.
Chris Anderson of Maxxium UK, which distributes Courvoisier, said the campaign aims to “breathe new life into the Cognac category”.
“The on-trade is a key channel in driving growth for our brand through trial and exploration,” said Anderson. “The Here’s to Now kits will create excitement around the Cognac category and inspire consumer engagement.”