Premium cognac house Courvoisier® has unveiled a series of packaging improvements for the three styles in its cognac range. Over the coming months, Courvoisier® VSOP, Courvoisier® VSOP Exclusif and Courvoisier® XO will all be repackaged in premium new livery designed to further enhance the brand’s luxury positioning and status as the UK’s number one cognac brand*.
While the iconic bottle shapes remain unchanged, most significant improvements have been made to Courvoisier® VSOP and Courvoisier® XO. Featuring a new premium tin neck sleeve and metal Napoleon medallion, Courvoisier® VSOP will also benefit from an enhanced and more premium silk screened label. Designed to improve VSOP branding, the label delivers greater consistency across the Courvoisier® range and vastly improves shelf standout. All of which will significantly assist consumers seeking to trade up to a VSOP style cognac.
The changes behind flagship style Courvoisier® XO include the introduction of a new heavyweight metal stopper and a redesigned label which features improved branding and the use of gold foil to emphasise its luxury image.
The cartons for all three products have also been redesigned, creating greater synergy across the range and increased shelf visibility and presence.
The upgrading of Courvoisier packaging comes during a period when Courvoisier and the cognac category continue to enjoy a renaissance in the UK. A.C Nielsen data* for the years ending 16th April 2005 shows Courvoisier VS growing by + 6.0%, whilst Courvoisier VSOP has 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%.
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Enjoy Responsibly
Notes:
Courvoisier is the registered trademark of Courvoisier S.A.S
* Source: AC Nielsen Off and On trade 14/05/05
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
Email: mark@jeffersonhunt.co.uk
