Courvoisier ups Punch drive
As part of its Upgrade campaign, promoting punch this summer, Courvoisier is distributing 1,200 Courvoisier Punch kits across the UK on-trade to encourage consumers to “upgrade their drinking experience”.
Kits containing bespoke black pitchers, Courvoisier Punch polo shirts, tent cards featuring a free exclusive electro swing music download, A3 posters, magnetic recipe cards for consumer giveaways and a 100ml bottle of Angostura bitters are now available to mainstream pubs and bars across the country. Contemporary bars will receive support including a glass apothecary dispenser, copper punch bowls and ladles, and an ornate bar top frame to promote the Courvoisier punch recipe.
This year Courvoisier is promoting a simple punch serve suited to busy outlets which are keen to offer customers a summer alternative that is hassle-free to create. The recipe is Courvoisier VS mixed with lemonade, a few dashes of Angostura bitters, garnished with orange and lemon wheels.
Maxxium UK’s marketing controller for Courvoisier and imported whiskeys, Eileen Livingston, said: “Courvoisier is committed to growing the category through punch this year and support for the on-trade with premium tailored punch material is crucial to our overall success. Our bespoke pitchers, copper punchbowls and apothecary dispensers look great on the bar and encourage consumers to upgrade from their usual drinks choice.
“Last year, we led the punch revolution in the UK and the results were extremely positive, with Courvoisier growing 10% in volume. This year, we want to make Courvoisier Punch accessible to all consumers and by working in partnership with a large number of on-trade customers who are equally keen to embrace the punch renaissance, we can offer something different to consumers, and help boost their profits.”
Courvoisier’s Upgrade campaign includes advertising in the national press, proximity marketing, an extensive sampling tour at major festivals up and down the country, and targets “New Adults who are seeking to upgrade many parts of their lives, including their drinking experience.”
