Courvoisier mixes things up with new event

The Courvoisiology Lab, a multi-sensory marketing event, is launching in the US to showcase the mixability of Cognac.

The event series is part of Courvoisier’s ‘Be the Exception’ campaign, which aims to highlight Courvoisier’s history and some of the work it has done to help change the Cognac category.

“With Courvoisiology we wanted to answer the growing consumer demand for versatility and demonstrate an entirely new and unexpected side of cognac,” said Megan Frank, director of Courvoisier at brand owner Beam Inc.

The event will spotlight the brand’s Cognac innovations including Courvoisier Rosé, by C by Courvoisier, and Courvoisier Gold, by using each in cocktails crafted by some of the US’s top mixologists acting as “Courvoisiologists”.

The Courvoisiology Lab kicks off today (4 April) in New York aiming to engage the senses of those who attend. This includes using product innovations, Cognac-infused hors d’oeuvres by Roblé and Co., cocktail demonstrations as well as a live performance from R&B star Kelly Rowland.

It will be followed by events in Chicago, Los Angeles and will finish in Atlanta this autumn. Event details can be found on the Courvoisier Facebook page.

Last year Courvoisier launched a similar event in London where The Heritage Rooms were transformed into three separate Cognac cocktail experiences as part of its Courvoisier Cocktails on a Grand Scale campaign. The brand then released Courvoisier VSOP Cognac in response to the spirit’s increased use in cocktails.