Allied Domecq Spirits & Wine (UK) Ltd (ADUK) has unveiled a new and impactful on trade visibility kit for the UK’s number one^* cognac brand Courvoisier.

Utilising the brand’s unique and bold ‘Earn It’ theme, the kits have been designed to support two core propositions within the independent free trade sector.  The first is to maximize sales of Courvoisier VS cognac through improved in bar visibility and increased rate of sale, this being achieved through promoting a small range of simple to make mixed drinks.  The second element focuses on offering consumers an opportunity to explore a higher style of Courvoisier, this being VSOP.   These two core themes are directly supported via tent cards and drip mats.  Bar essentials such as an ice bucket and an OPTIC^® along with bar staff guidance and information on both mixing and the improved margins available from ‘up selling’ to Courvoisier VSOP complete each kit.

“Courvoisier has benefited from a major shift in its image in recent times with mixing and cocktails playing a major role in this transition.  Combined with our strategy of promoting Courvoisier’s luxury brand status through the ‘Earn It’ campaign, we believe that we have created an unparalleled opportunity for licensees to grow profits by maximizing the upturn amongst a new breed of cognac consumers,” says Liz Hodson, Senior Brand Manager at ADUK. 

The kits are available to free and independent trade customers through wholesalers such as Matthew Clarke, Waverly, Coors, Coes of Ilford and Booker from May 2005

~ENDS~

Notes:

1.      Courvoisier is registered trademark of Courvoisier S.A.S

2.      * Source: ACNielsen - Off Trade Scantrack - 19.03.05/ On Trade Audit - January 2005

For further information, please contact:

Mark Hunt

Jefferson Hunt Communication Consultants

Tel: 01453 811960 / 07768 145583/

e-mail: mark@jeffersonhunt.co.uk

Allied Domecq Spirits & Wine UK Limited is a member of The Portman Group - promoting responsible drinking.