New signature serves for Courvoisier cognac are being unveiled in the UK as part of a major new campaign for the brand inspired by Paris’s golden age.
The drinks, such as Midnight in Paris (pictured), are to be served at an immersive Parisian pop-up at the Looking Glass Cocktail Club in Hackney as part of London Cocktail Week tonight (October 8). See below for the recipes.
It follows the launch of a new global campaign for Courvoisier, The Toast of Paris Since 1889, inspired by Paris’s golden age, or Belle Époque, from 1880 to 1914 when the cognac was established as the celebratory and luxury drink of choice in France.
The pop-up will feature a bartender session this afternoon, hosted by Wayne Collins, manager of Mixxit, the training arm of Courvoisier’s distributor Maxxium UK. It will feature a Courvoisier champagne cocktail created by the Looking Glass Cocktail Club’s bar manager, Michele Reina, who will lead a cocktail demonstration with guest bartender Sam Kershaw.
It will open to consumers in the evening, with cocktail demonstrations, education and Belle Époque-inspired serves made by Wayne and Sam behind the bar such as a Sidecar twist (pictured below). For details, visit https://drinkup.london/events/courvoisier-the-toast-of-paris/.
Chris Anderson, Maxxium UK’s marketing controller for luxury brands, said: “Our installation has been inspired by Courvoisier’s Parisian roots and directly supports the new campaign Toast of Paris Since 1889 and striking new packaging, inspired by the architecture of the Paris Golden Age.
“The era was a time of great celebration and this experience will recreate the spirit of the age and give spirits drinkers and connoisseurs the opportunity to experience Courvoisier and the rich stories behind it like never before.”
Midnight in Paris
2 parts Courvoisier VSOP
Top up with ginger ale
Build all ingredients in a highball glass over cubed ice. Lime wedge to garnish.
40ml Courvoisier VSOP
20ml Elderflower liqueur
20ml Fresh lemon juice
1 teaspoon sugar syrup
Place all ingredients in a cocktail shaker and shake hard for a short time. Strain into a chilled coupette glass.
Courvoisier Champagne cocktail
1 part Courvoisier VSOP
1 Demerara sugar cube
2 dashes of Angostura bitters
Top with champagne
Soak a sugar cube in bitters and drop into a champagne flute. Cover with Courvoisier VSOP and top with champagne.