A$AP Rocky fronts Courvoisier campaign

Beam Suntory has launched a new US marketing campaign for its Courvoisier Cognac brand starring American rapper A$AP Rocky.

The new campaign, called Honour Your Code, embodies the brand’s values of “dedication, vision and respect for tradition”.

The New York-based singer will become a brand ambassador, starring in print and digital creative, partner on collaborations and host exclusive experiences as part of the brand’s new campaign.

The campaign seeks to demonstrate the “real-life applications for honouring your code”.

“I think your code is equivalent to your standards and your morals. It’s whatever you believe in. And you should always stand by and honour what you believe in,” said A$AP Rocky.

“Courvoisier’s commitment to quality, old-school production methods, design and art speaks to me.”

“As a creator, A$AP Rocky embodies the progressive ideals and bold artistry on which Courvoisier was founded, making him an ideal partner for the brand,” said Gary Ross, vice president, Beam Suntory World Spirits.

Earlier this month, The Spirits Business named Courvoisier as its Cognac Brand Champion 2017, rebounding from steady declines experienced since 2012.