Courvoisier Extravagance Cognac unveiled ahead of ChristmasBy Becky Paskin
Beam Suntory will launch Courvoisier Extravagance Cognac as a travel retail expression this November in an effort to capture the Christmas gifting market.
Courvoisier Extravagance pays homage to the first Napoleon-quality Fine Champagne Cognac produced by the house during the early 1900s.
A blend of Grande and Petite Champagne grapes, the expression recently won a Gold medal at The Spirits Business’ Cognac Masters 2014.
Courvoisier Extravagance will launch through distributor Maxxium Travel Retail initially in November with an activation at Amsterdam’s Schipol airport, and in Madrid with World Duty Free Group.
It will then launch in December at London Heathrow Terminal 5 ahead of further activations across European airports in 2015.
Michael Cockram, Beam global travel retail marketing director, said: “Courvoisier Extravagance embodies the Cognac house’s luxury French credentials and bridges the gap between our VSOP and XO Cognacs.
“Itcombines the quality, tradition and craftsmanship of Courvoisier with the brand’s historic connections to the Paris Golden Age, celebrating the brand’s status in its home country.
“This exclusive expression will appeal to younger adult shoppers looking for a Cognac that they can serve at celebratory social occasions.”
Courvoisier Extravagance will retail for €89 for 700ml.