Campari on reinvigorating Courvoisier in the US
The head of marketing at Campari America spoke to SB about its first campaign for Courvoisier and how the group plans to switch up the Cognac occasion.
In May last year, Italy’s Campari Group finalised its billion-dollar acquisition of Courvoisier Cognac from Suntory Global Spirits. The full deal was for a sum of US$1.17 billion, and marked the largest acquisition in Campari Group’s history.
While Courvoisier’s sales had been lagging, the group was confident it could turn things around with part of the plan being to expand the brand’s presence in the US.
In June, the company debuted its first campaign for the Cognac, titled ‘Bring Your Own Courvoisier’ (BYOCV), which re-positioned Cognac as the spirit to ready yourself before a memorable night, in a casual setting with friends and family
Campari America’s head of marketing Allison Varone said in a statement for the campaign’s launch that the group was looking to position Courvoisier as an “essential part of those early evening rituals”.
Speaking to The Spirits Business on how it’s changing the Cognac occasion, Varone outlined that BYOCV is more than just a campaign for Courvoisier.
“It’s a cultural invitation to make those early evening rituals feel just as meaningful as the main event. It reflects our belief in the power of community, style, and shared experience,” said Varone.
A spirit for the early evening
In the US, Cognac is often portrayed as a drink for the late nights, one consumed in night clubs, and the hope from Campari is to showcase Courvoisier in a new role – for example, as the spirit for the pre-game, before dinner or heading off to an event or gathering.
In other words, for at-home occasions, but with a touch of elegance, as Varone explains: “It’s is about capturing the energy, excitement and meaningful connections that happen when people gather together and share a drink.
“We focused on the unique occasion space in the Cognac category, and found that early evening celebrations perfectly complement Courvoisier.
“From gathering for a pre-game to light bites and a cocktail before a concert or sporting event, BYOCV sets the tone for the vibe before any moment of celebration across generations.”
Regarding today’s consumers, especially younger, diverse audiences, Varone says “they are looking for brands that feel authentic, culturally in-tune and socially expressive”.
“Celebration is no longer confined to a big event,” she continues. “It’s just as much about the lead-up and the energy you bring into those moments. There’s also a desire for premium spirits that are versatile and feel personal.”
The BYOCV campaign is being backed by a short film, titled The Courvoisier Call, which stars Emmy-winning actor Karrueche Tran and fashion stylist Bloody Osiris. The pair are shown selecting outfits and pouring a glass of Courvoisier on the rocks before they go out to convey a ‘relatable moment between friends’.
Varone notes the campaign is “designed to meet consumers where they are… celebrating moments that are stylish but also real, elevated yet inclusive”.
She adds that Karrueche and Bloody Osiris were “natural fits” for this campaign.
“They each represent the energy, creativity and individuality that Courvoisier stands for today,” Varone says. “Karrueche is a powerhouse both on and off screen, and together with Bloody’s bold, fashion-forward style, they have strong cultural resonance, not just as style icons but as authentic voices within their communities.
“Their dynamic presence helped us bring the BYOCV message to life in a way that feels aspirational yet relatable. Through their lens, we were able to show how Cognac can be both elegant and expressive, perfectly fitting into real, personal celebration moments.”
Additionally, the campaign will feature a series of events called Courvoisier ‘Dînatoire’, which will take place throughout the year in major US cities.
Dînatoires are described as ‘informal, early-evening gatherings with a French flair where guests socialise over light bites and cocktails’. These types of occasions are seen as ideal for the brand to fill.
“It’s a balance of honouring our roots while building a brand that feels modern, inclusive, and rooted in lifestyle, ” Varone says. “We want consumers to feel like they’ve stepped into a space that’s both culturally grounded and creatively expressive.”
Long-term vision
Addressing the campaign’s long-term vision, she says it is to “expand the way people think about Cognac and Courvoisier”.
“Specifically by appearing in new settings, being part of pre-game rituals, and creative meet-ups, wherever connections thrive. Nighttime and club-style occasions are starting to lose their cache, with more personal and curated occasions being at the forefront.
“We aim to meet our target consumers where they are, such as at home gatherings and pre-game rituals, to reinvigorate Courvoisier’s brand relevance.”
Varone adds that the campaign and the more informal way of showing Cognac consumption is “absolutely” the way forward in terms of growing the category.
“We’ve laid the groundwork for long-term differentiation through lifestyle-led storytelling, retail programming and premium mixability.
“Campaigns like BYOCV reframe our identity in a way that’s fresh and emotionally resonant. We’ve leaned into culture, style and the nuanced joy of community, setting the tone for the vibe before any moment of celebration across generations.
“Part of the joy in a special celebration is the event itself, but the real fun is getting ready with your friends.”
In October last year, the Cognac brand emerged from a multi-year restoration project.
In its first quarter (Q1) financial results, Campari Group noted Courvoisier would be included in the company’s organic growth from May. The brand recorded €32m (US$36m) in net sales with progressive investment in the US and UK.
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