Market sales and volume data from market research company AC Nielsen has today confirmed that Courvoisier rightfully continues to dominate the UK cognac market and that the gap between it and the second place brand continues to grow!  

In its latest report, AC Nielsen show that Courvoisier has recorded its highest ever volume and value share across the total cognac category (off trade and on trade combined) with volume share standing at 43.9%¹ and value share at 44.5%¹.

By way of reinforcing the success of this irresistibly arrogant cognac brand, consumer brand health measures released recently show that brand owners, Allied Domecq Spirits & Wine (UK) Ltd (ADUK), inspired ‘Earn It’ campaign continues to find favour with consumers.   Key messages around luxury, quality and desirability continue to rise alongside brand awareness levels, which now stand 79%² and that the rate of trial has increased to 25%² amongst total adults. 

“We are particularly pleased with the large number of consumers of who are going on to try Courvoisier as a result of seeing the ‘Earn It’ campaign says Liz Hodson, Senior Brand Manger for Luxury Brands at ADUK. “This proves conclusively that our ‘Earn It’ strategy is engaging and motivating consumers in a meaningful and impactful way that would have been unheard of only a few years ago”.

The growth in younger consumers entering the cognac market was first reported in March 2004 when TGI³ data showed an additional 120,000 aged under 45 years drinking cognac for the first time.

“This is great news for both Courvoisier and the cognac market which has benefited from our bold and confident approach to the category.   This success serves to reaffirm Courvoisier’s status as the leader in the cognac market whilst underlining the brand’s positioning as a desirable luxury item”, concludes Hodson.

~Ends~

Enjoy Responsibly

Notes:

Courvoisier Cognac is the registered trademark of Courvoisier S.A.

1 Source: AC Nielsen On trade March 05 & Off Trade to 14/05/05

2 Source: RI Brand Health Tracking Study

3. TGI – Target Group Index March 2004

Allied Domecq Spirits & Wine (UK) Limited is a member of The Portman Group - promoting responsible drinking.  For more information see www.drinkaware.co.uk

For further information, please contact:

Mark Hunt

Jefferson Hunt Communication Consultants

Tel: 01453 811960