Maxxium UK has launched the next phase of Courvoisier’s campaign, Here’s to Now, in the on-trade, aimed at “breathing new life into the cognac category”.
It is supporting pubs, bars and restaurants with 1,000 Here’s to Now kits featuring high-quality point-of-sale materials including posters, strut cards and tent cards themed around the campaign’s “Forest” ad.
The ad is one of three in the Here’s to Now campaign and portrays an outdoor social drinking occasion previously unexpected for cognac. The POS will communicate the message, “What better time than now?”, encouraging consumers to enjoy the moment rather than wait for the “perfect” time to enjoy Courvoisier.
Kits also include branded highball glassware and bar runners. There are also menus and a cocktail guide featuring four simple serves — Here’s to Now Punch, Courvoisier Cooler, Spontaneity Sling and The Regency — aimed at helping consumers discover new ways to drink Courvoisier.
The on-trade activity is focusing on high-volume Courvoisier VS and VSOP outlets across the country to drive trial and awareness of the brand and recruit a new generation of premium spirit drinkers.
Maxxium UK’s marketing controller for luxury brands, Chris Anderson, said: “Steeped in history, Courvoisier is breathing new life into the cognac category with this inspiring campaign urging consumers to embrace life’s moments.
“Courvoisier’s rich 200-year history of crafting the finest cognacs with the perfect blend of aromas is being brought to the now with simple and creative cocktails that resonate with consumers.
“The on-trade is a key channel in driving growth for our brand through trial and exploration. The Here’s to Now kits will create excitement around the cognac category and inspire consumer engagement with Courvoisier, helping our customers to increase sales.”
Here’s to Now Punch
25ml Courvoisier VSOP
15ml Lime juice
1 dash of Angostura Bitters
Pineapple juice
Lemonade
Take a clean highball glass and fill with fresh solid ice cubes. Add the Courvoisier VSOP, lime juice, Angostura Bitters and a splash of pineapple juice and top up with lemonade. Squeeze in a wedge of fruit and drop it into the glass. Lightly stir.
Courvoisier Cooler
25ml Courvoisier VS
15ml Lime juice
50ml Pressed apple juice
Ginger ale
Take a clean highball glass and fill with fresh solid ice cubes. Add Courvoisier VS, lime juice and apple juice and top up with ginger ale. Garnish with a wedge of apple or lime and drop it into the glass. Lightly stir.
Spontaneity Sling
25ml Courvoisier VS
25ml Sourz Mango
Lemonade
Take a clean highball glass and fill with fresh solid ice cubes. Add the Courvoisier VS and Sourz Mango and top up with lemonade. Squeeze in a wedge of fruit and drop it into the glass. Lightly stir.
The Regency
25ml Courvoisier VS
Ginger ale
Take a clean highball glass and fill with fresh solid ice cubes. Pour in Courvoisier VS and top up with ginger ale. Squeeze in a wedge of fruit and drop it into the glass. Lightly stir.
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