Sales data released by AC. Nielsen has confirmed that Courvoisier Cognac has recorded its highest ever share of the UK Cognac market.

The data reveals that new owners Beam Global Spirits & Wine, Inc., have consolidated and grown their position behind Courvoisier adding almost 10% volume (MAT 25/03/06) in the Off trade and almost 3% (MAT  - Jan 2006) in a declining On trade channel.

In the Off trade, which accounts for approximately 54% of the brands annual volume, Courvoisier grew by 9.6% increasing its market share to a record high of 41.7%  - some 8.3% ahead of its nearest rival.  Buoyed-up by high impact consumer advertising around the ‘Earn it’ theme, an effective direct mail programme and stylish new premium packaging, the brands performance is well ahead of the off trade category which grew by 4.8%.

Whilst the On trade continues to be problematic for Cognac, Courvoisier is building volume with year on year volume increasing 2.9% to a record high of 48.3%, some 6.5% ahead of the category (-3.6%) and 8.6% ahead of the nearest rival Cognac brand.

Recently appointed UK Marketing Manger for Courvoisier Jeanette Edward’s comments, “What is clear, is that Courvoisier’s consistent investment and innovative marketing has really had an impact on consumer attitudes towards the brand and Cognac in general.  You don’t have to think that far back to recall images of a staid and stuffy category enjoyed by old men in private clubs, to see how far Courvoisier has come.   Yes, tradition, heritage and quality still underline the Courvoisier brand, but we’ve added luxury and decadence, along with fashion and design into the mix making Courvoisier very aspirational”.

In addition to the volume data, Nielsen Scantrack also shows Courvoisier’s value share increasing by 7.9% and 7.0% MAT in the Off and On trade respectively, broadly in line with volume gains.  “This is a brilliant performance for Courvoisier and one which puts pay to the claim that volume gains are only achieved at the cost of value and profitability” concludes Edwards. 

Marking the brands third consecutive year of share growth, the data reaffirms the brands position as the UK’s favourite cognac brand and with the full programme of consumer marketing actvity planned for the current year Courvoisier is well placed to reach that magical 50% market share figure!

~ENDS~

Enjoy Responsibly

Notes:

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

For more information please contact:

Mark Hunt

Jefferson Hunt Communication Consultants Ltd

Tel: 01453 811960 / 07768 145583 (M)

e-mail: mark@jeffersonhunt.co.uk

Beam Global Spirits & Wine are members of The Portman Group - promoting responsible drinking. For further information see www.drinkaware.co.uk