Courvoisier ‘appreciation’ initiative
29 May 2009 | By Popsop Team
Beam Global Spirits and Wine is to launch an initiative around its Courvoisier Cognac brand in the UK designed to help consumers better understand the category.
Le Nez de Courvoisier will “help the trade and consumers understand the complexity of cognac”, the company said today (28 May), while promoting “a greater appreciation” of Courvoisier.
The initiative is being introduced to the UK as part of Maxxium UK’s GBP12m (US$19m) investment in Courvoisier this year and will be available to the trade and demonstrated at selected consumer events across the country from June.
An interactive training tool, created by Courvoisier’s master blender, Jean Marc Olivier, and augmented with musical compositions by French composer Laurent Assoulen, is designed to educate sales teams and distributors by simplifying Courvoisier’s variants through aroma.
Olivier worked with a team of perfume manufacturers to identify 21 different aromas, which are found to varying levels in the different Courvoisier blends. The aromas have been re-created and bottled to make ‘nosing kits’, to increase understanding of each marque.
Assoulen, who interprets scent through music, and a seven-course meal designed by Michelin-starred chef Alexis Gauthier from London’s Roussillon, have been also developed, inspired by the aromas.
“This is a groundbreaking project for Courvoisier and shows that we continue to innovate and lead in the category,” said Courvoisier’s UK brand manager Barbara Annis. “Le Nez de Courvoisier will provide our sales teams and ambassadors with a simple, sensory way of presenting Courvoisier to customers and consumers.
“By demystifying the category and making it more accessible, Le Nez de Courvoisier will encourage drinkers to appreciate fully this luxury brand and trade up through the range, increasing value for Courvoisier and the category.”
Popsop.com
Tags: alcohol drinks, Beam Global, cognac
