Maxxium UK has embarked on a new engagement programme with top-end bars and restaurants in London focusing on its super-premium drinks brands.
The initiative is being spearheaded by a dedicated luxury sales team within the drinks company’s London division, which was created to reflect the evolving spirits market and highlight the super-premium spirits offering.
Its investment in the London luxury trade began with an exclusive tasting and pairing dinner for the super-premium cognac expression L’Essence de Courvoisier at The Lanesborough hotel this month.
Maxxium UK’s general manager for London, Peter Sandstrom, said: “London remains a key city for our business and we are committed to working with our luxury customers to develop plans that will foster the growth of super-premium spirits, notably cognac.
“Continued consumer trade-up presents a valuable opportunity to focus on the luxury sector and provide our customers with exceptional liquids that cater to their high-end clientele from around the globe.”
The dinner at The Lanesborough, led by Courvoisier global brand ambassador Rebecca Asseline, brought together guests from London’s leading luxury trade and marked the start of a new programme to educate and drive advocacy around L’Essence de Courvoisier and the cognac category.
Florian Favario, executive chef at The Lanesborough’s Michelin-starred restaurant Céleste, prepared a food pairing for the evening and Mickael Perron, bar manager of the hotel’s Library Bar, created bespoke Courvoisier serves (pictured), inviting guests to discover the versatility of different expressions of cognac.
L’Essence de Courvoisier, which has a recommended price in retail of £1,900 a bottle, is part of The Lanesborough’s extensive collection of precious cognacs dating back to the 1700s.
The L’Essence de Courvoisier blend consists of over 100 eaux-de-vie from two of the most prestigious crus in the cognac region, Grande Champagne and Borderies. It features rare blends housed in the cellars dating back to the early 1900s along with eaux-de-vie from the 1970s and 1980s which signify key periods of innovation at Courvoisier in terms of distillation and the selection of wood for ageing.
With ABV of 42%, the cognac is housed in handmade crystal Baccarat decanters, each individually numbered, which are suspended in a timeless, elegant frame inspired by the signature Courvoisier teardrop silhouette.
Courvoisier, which is the number-one cognac in the UK, sees 35.5% value growth of its high-end expressions in London against category growth of 17.9%.