Leading bars around the UK feature in the latest stage of Courvoisier’s Here’s to Now campaign, prompting people to discover new ways of enjoying cognac.
Distributor Maxxium UK is running a series of consecutive weekly advertorials in leading city lifestyle publications in June and July including Stylist and ShortList, aiming to reach nearly one million people.
It is intended to further educate consumers on Courvoisier and how cognac can be enjoyed in many different social drinking occasions and not just kept for a special occasion.
Bars featured in ShortList include The Churchill Bar in London, Alvinos in Newcastle upon Tyne, The Connaught Bar in London, The Voodoo Rooms in Edinburgh, Lanes of London in London and The Milk Thistle (pictured) in Bristol.
Bars featured in Stylist include Elixir Tonic & Treats in Manchester, Holborn Dining Rooms in London, the Finnieston Pop Up in Glasgow, One Kensington in London and 99 Hanover Street in Edinburgh.
Courvoisier also will have a strong online presence with the publications, featuring content that allows consumers to discover Courvoisier cocktails and the bars they are served in.
Featured drinks include the Chatham Special, created by Rusty Cerven at The Connaught Bar, which combines Courvoisier Exclusif, port wine, Amaro Lucano, spiced rice milk, Early Grey tea infusion and cocoa powder.
The Milk Thistle offers a punch made with Courvoisier VS, lemonade and Angostura Bitters, while The Voodoo Rooms features the Creole Sidecar, combining Courvoisier VSOP with creole shrubb and lemon juice.
The online activity also provides ideas for drinks at home such as a punch made with Courvoisier VSOP, lemonade, Angostura Bitters and fresh citrus.
David Miles and Amanda Humphrey from Maxxium UK’s training arm Mixxit are also introduced online in “Meet the Mixologists”. Consumers are encouraged to visit Facebook, Courvoisier.com and Mixxit.com for more information.
Maxxium UK’s marketing controller for luxury brands, Chris Anderson, said: “This partnership with Stylist and ShortList gives premium spirits drinkers the opportunity to enjoy unique Courvoisier cocktails at world-class bars across the country.
“Consumers wishing to be spontaneous can seize the moment and experience beautifully crafted cocktails made by leading bartenders that showcase Courvoisier’s perfect blend of aromas.
“As the cognac leader in the UK, Courvoisier is creating excitement around the category and in the on-trade, which will drive sales and inspire consumers to engage with the brand and share their experience with their peers.”