Courvoisier
COURVOISIER IS SET TO DOMINATE CHRISTMAS COGNAC MARKET
Sep 2, 2005, 15:27

Leading cognac house, Courvoisier S.A.S. has today unveiled its UK investment plans for Christmas 2005.  Based around its phenomenally successful ‘Earn It’ strategy, the programme will seek to reinforce and further grow the position of Courvoisier as the UK's number one cognac brand during a period when a over a third ^*1of all annual cognac sales occur.

Encompassing all areas of the marketing mix, the pre-Christmas campaign will be led by an extensive national press and magazine advertising programme, supported by posters on the London Underground.  Both will feature a collection of new creative executions designed to demonstrate the luxury brand status of Courvoisier.   Utilising Courvoisier XO Imperial as its visual icon, the new advertising includes lines such as ‘Luckily it doesn’t cost much to look’ and ‘You Wish’. The advertising will break in September and run throughout the pre-Christmas period.

Luxury, decadence and style will also feature in the brand’s on-going consumer PR programme including a new collaboration with international designer based around the XO bottle.  The designs are expected to be showcased at a high profile launch event in October.  Support for the UK launch of men’s style magazine ‘Another Man’ in October and November will add further weight behind the brands compelling luxury credentials. 

For the trade Courvoisier will be embarking on a series of initiatives.  In the off trade, where Courvoisier currently enjoys 42.1%^*2 volume market share, Courvoisier will be running neck collar promotions for both the Courvoisier VS and Courvoisier VSOP Exclusif styles. 

Created to encourage consumers to trade up from grape brandy and trial Courvoisier VSOP, the VS promotion uses ‘Upgrade’ to promote an exclusive Michel Roux book offer and a chance of winning dinner at his exclusive Le Gavroche restaurant.  A weekend at the Ritz and money off voucher redeemable against Courvoisier VSOP reinforce the ‘Upgrade’ theme.  Over 300,000 bottles of Courvoisier VS will carry the collar commencing in September.

To support the transition of VSOP Exclusif from the top end style bar arena into mainstream off trade, Courvoisier will be running a high value premium neck collar promotion with Sainsbury’s featuring an engraved metal covered cocktail booklet.  Designed to underpin the brand’s sense of style the booklet contains a series of Courvoisier signature cocktails that have been successful in the on trade.

In the on trade, where the brand enjoys a 46.3%^*3 and growing volume share, Courvoisier will continue to use education as a means to drive image and rate of sale.  New training kits to be used by the Balance team will offer cognac training to licensees across the country.  Using experience gained from its style bar training initiative, the programme will offer insight into cognac production and styles, the opportunity to taste four different aged cognacs and a guide to simple mixing.

“With 38% ^*4 of all annual Courvoisier sales made during the eight weeks of November and December, Christmas plays a critical role in Courvoisier’s fortunes” says Liz Hodson, Senior Brand Manager for Courvoisier in the UK.  “Courvoisier has had a fantastic year with record market shares of 46.3%^*3 and 42.1%^*2 being achieved in the on and off trade respectively.   We are confident that the package of consumer and trade activity will further enhance the message of quality and luxury that is associated with one of the most desirable brands in the world” she concludes.

~Ends~

Enjoy Responsibly

Notes:

^*1   AC Nielsen – on and off trade 8 weeks to December 2004

^*2 AC Nielsen – MAT to 11^th June 2005

^*3 AC Nielsen – MAT to May 2005

^*4 AC Nielsen – off trade 8 weeks to December 2004

COURVOISIER and EARN IT are registered trademarks of Courvoisier S.A.S

For further information, please contact:

Mark Hunt

Jefferson Hunt Communication Consultants

Tel: 01453 811960/ 07768 145583

Email: mark@jeffersonhunt.co.uk