Courvoisier ‘challenges conventions’ with new campaign

Courvoisier is launching a major campaign to give the Cognac category a “fresh new feel” and attract younger consumers.

Courvoisier’s Here’s to Now campaign attempts to make Cognac relevant to modern consumers

The Here’s to Now campaign will target premium spirits consumers aged 25-45 across the globe, encouraging them to “live spontaneously while enjoying the UK’s number one Cognac”.

The campaign, said to “challenge conventions” in the cognac category, will be supported through online and print advertising, integrated partnerships, event sponsorships, and retail and on-trade activity.

Chris Anderson, Marketing controller for luxury brands at Courvoisier owner Maxxium UK, said: “Here’s to the Now is revolutionary in that it takes a 200-year-old brand and makes it relevant for today’s consumers, urging them to embrace life’s spontaneous moments with Courvoisier whenever and wherever the mood strikes.

“Here’s to the Now is a multi-media campaign with on and off-trade support that will drive sales of Courvoisier and inspire consumers, old and new, to reach for the brand.”

Courvoiser is partnering with YPlan, an app which allows users to seek out parties and events across their area, to enhance its media presence.