Courvoisier transforms Heritage Rooms into cocktails

Courvoisier is to transform The Heritage Rooms in London into three separate Cognac cocktail experiences next month as part of its Courvoisier Cocktails on a Grand Scale campaign.

The Champagne cocktail is represented by Courvoisier by a Rococo-styled ballroom

From 12-14 July, the Sazerac, Courvoisier punch and the Champagne cocktail will each be recreated in their own individual room in Bloomsbury Square through light, music, aroma, character actors and food pairings, as well as cocktails, aiming to give visitors the impression of ‘having walked into the cocktail’ and its associated cultural identity.

The rooms will be designed along the lines of a Rococo ballroom (for the Champagne cocktail), an art gallery dedicated to punch ingredients and a New Orleans apothecary for the Sazerac.

The event has been created in collaboration with a specific bartender heading up each of the themed rooms: Annabel’s bar manager Mickael Perron for the punch, The Paramount bar manager Amanda Humphrey for the Champagne cocktail, and Rules bar manager Chris Lacey for the Sazerac. They will each man their individual bar on the opening night.

Chris Anderson, Maxxium’s UK marketing controller for Courvoisier said: “We have been working closely with the on-trade over recent years to revolutionise cognac via mixability and have developed a track record for grand scale projects such as the Architectural Punchbowl where we flooded an entire basement in central London with the biggest punchbowl.

“As part of this year’s Courvoisier Cocktails on a Grand Scale campaign, this unique and engaging experience will enhance Courvoisier’s reputation as the revolutionary cognac house and open consumers’ eyes to the wonders of cognac as a component in cocktails.”