Allied Domecq Spirits & Wines (UK) Ltd (ADUK) has unveiled a luxurious and sophisticated consumer direct mail campaign for the UK’s number one^*1 cognac brand Courvoisier. 

Developed to highlight the status and desirability of Courvoisier, and to further develop the 200-year-old cognac’s image of luxury, the campaign’s theme is  ‘Accept nothing less than perfection’.

Over 85,000 luxurious boxes, containing two credit card size gift vouchers and ‘The Perfect Cognac’ booklet, will be delivered to target consumers from the beginning of July. The gift vouchers will entitle the receiver to £1.00 off Courvoisier VSOP and will be redeemable in all stores where the brand is available.

Designed to have real ‘doormat impact’ the premium bespoke box and booklet have been created to both reward and intrigue consumers whilst reinforcing the quality credentials of Courvoisier.  Featuring beautifully shot images of the Courvoisier château and Cognac region, the booklet takes on the ‘perfection’ theme by highlighting the attention to detail to which Courvoisier Master Blender Jean-Marc Olivier and his team go, to produce the perfect cognac.  This includes a section on the sourcing of oak trees for use as maturation barrels, which are hand selected by Jean-Marc Olivier. The booklet also includes cocktails and serving suggestions.

Forming part of the successful Courvoisier ‘Earn It’ campaign, the direct marketing programme demonstrates Courvoisier’s craftsmanship and heritage. It is part of an integrated campaign that includes national press and poster advertising, on and off trade in-outlet branding support and a high profile consumer PR programme.

“The Earn It campaign has been hugely successfully for Courvoisier,” explained Liz Hodson, senior brand manager for Luxury Brands at ADUK.  “It enables us to reinforce the message of quality, luxury and desirability that is associated with Courvoisier.  Contacting cognac consumers through a bespoke direct mail campaign allows us to focus on our message of luxury and also encourages trial of Courvoisier VS and VSOP among consumers who are yet to experience one of the world’s most desirable brands”.

The Courvoisier direct mail programme comes during a period when Courvoisier and the cognac category continue to enjoy a renaissance in the UK.  A.C Nielsen data^*2 for the years ending 16^th April 2005 show Courvoisier VS growing by + 6.0%, whilst Courvoisier VSOP put on a more than respectable +9.3% over the period.   Both styles are outperforming their respective categories, which grew by +2.9% and +2.6%. 

~Ends~

Enjoy Responsibly

Notes:

^*1   ACNielsen Off trade data to week ending 14.05.2005 on trade data to March 2005

^*2  Combined on and off trade

Courvoisier and Earn It are trademarks and/or registered trademarks of Courvoisier S.A.S

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/ 07768 145583