Courvoisier is highlighting the mixability of the cognac launching its new experimental platform Courvoisiology that includes a series of U.S. multi-sensory events. They will be rolling out within the brand’s new campaign, “Be the Exception” that pays tribute to Courvoisier’s rich heritage.

Photo: Courvoisiology program

The first Courvoisiology event is kicking off in New York today, followed by the same sessions in Chicago, Los Angeles and culminating in Atlanta this fall. These events will focus on exploring the brand’s innovations as well as making/tasting cocktails developed by a team of Courvoisiologists, the nation’s top mixologists. Guests to the events will also be able to disover «the brand’s secrets» at the experiential touch points. Over the past two years, the brand has shaken the cognac category with two innovative products. In 2011, it launched Courvoisier Rose, a blend of cognac and premium French red wine grapes, which was followed by Courvoisier Gold, a blend of cognac and Moscato wine from the South of France, in 2012.

“With Courvoisiology we wanted to answer the growing consumer demand for versatility and demonstrate an entirely new and unexpected side of cognac,” commented Megan Frank, Director of Courvoisier at Beam Inc. «Courvoisiology is designed to spotlight our revolutionary cognac innovations and the many unexpected and creative ways they can be enjoyed.”

Earlier this year, Courvoisier released a miniature diorama, combining paper architecture and light projection in a short film. The romantic clip provides a retrospective of the bicentenary history of the brand using retro techniques that bring the Courvoisier alchemy to life.