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Maxxium UK drives London luxe spirits focus
Beam Suntory and Edrington distribution joint venue Maxxium UK is targeting the high-end London trade with a new engagement programme, starting with L’Essence de Courvoisier.
Led by Maxxium UK’s dedicated luxury team within the London division, the campaign got under way with a L’Essence de Courvoisier tasting and pairing dinner at The Lanesborough Hotel on 19 June.
The event, which was attended by guests from London’s luxury trade and The Spirits Business, drove education and advocacy around the expression and the wider Cognac category.
Florian Favario, executive chef at The Lanesborough’s Michelin-starred restaurant Céleste, prepared food for the dinner while Mickael Perron, bar manager at the award winning Library Bar, created bespoke Courvoisier serves.
Perron also gave a presentation on high-end hospitality and shared his passion for rare Cognacs.
L’Essence de Courvoisier will join The Library’s line-up of Cognacs, some of which date back to the 1700s.
Its blend incudes more than 100 eaux-de-vie from Grande Champagne and Borderies, with some of the liquid in the expression dating back to the early 1900s.
L’Essence de Courvoisier is presented in a handmade Baccarat decanter which appears to float within a frame, each individually numbered.
According to Maxxium UK, Courvoisier is seeing 35.5% value growth from its high-end expressions in London, versus category growth of 17.9%.
The brand ranks as the top Cognac in the UK, with a 60% value share according to Nielsen data.
“London remains a key city for our business and we are committed to working with our luxury customers to develop plans that will foster the growth of super premium spirits, notably Cognac,” said Peter Sandstrom, Maxxium UK’s general manager for London,
“Continued consumer trade up presents a valuable opportunity to focus on the luxury sector and provide our customers with exceptional liquids that cater to their high-end clientele from around the globe.”
L’Essence de Courvoisier is available now in luxury and specialist on- and off-trade outlets, bottled at 42% abv and priced at £1,900 (about US$2,400).
The Spirits Business has named Courvoisier the Cognac Brand Champion 2017 as the brand rebounded from significant declines to post global volume growth of 3.31%.