Luxury Cognac house revives Paris Golden Age to drive ongoing category growth
TORONTO, June 28, 2016 /CNW/ - Just as the Cognac category continues its steady climb in Canada, world-famous Cognac house, Courvoisier, today announced the launch of stand-out new packaging designs for its entire Canadian range along with a national marketing campaign, inspired by the vibrant art and architecture of the Paris Golden Age, a period of innovation, optimism and creative exuberance (1870-1910). On March 31, 1889, Courvoisier was served to celebrate the official opening of the Eiffel Tower - one of the greatest occasions the world has ever seen.
The new pack and bottle updates are supported by a marketing campaign titled "The Toast of Paris," that includes new advertising, media and bartender educational tastings, and also highlights a series of new Cognac-based cocktails designed for toasting and celebration. These campaign elements support a long-term growth platform for Courvoisier, which will include Golden Age-inspired innovations and limited edition bottlings available through Travel Retail channels.
Courvoisier is targeting this brand transformation to accelerate growth in Canada, building on the already strong performance of the cognac category – which is up +9.5% (Moving Annual Total (MAT) Volume).1 Courvoisier is experiencing similar growth at +9.4% MAT.
Deepti Gurkar, Senior Brand Manager for Beam Suntory's Luxury Portfolio said: "We are excited to launch a new campaign and fresh packaging to Canada and believe that the creativity and marketing support we are bringing to the iconic Courvoisier brand will help drive continued growth in the Cognac category. By sharing who we are and what we know in an honest and authentic way, consumers understand that Courvoisier is delicately crafted and is a brand with a rich, very real history."
Gurkar added: "Courvoisier played a crucial role in the renowned Paris Golden Age. It has won prizes and gold medals, including the Prestige de la France, it was everywhere from cabarets to the tables of royals across Europe, and was endorsed by Napoleon III. Everything that people around the world know and love about Paris, the architecture, the music, the art, the romance, the Eiffel Tower itself – it's all from this Golden Age. The Belle Epoque is relevant to today's luxury consumer and Courvoisier is poised to celebrate that heritage."
On an international scale, premiumization remains one of the leading influences on market trends, as consumers continue to trade up across categories and price points. This is driven by a growing middle class in emerging markets, increasingly discerning consumers in mature markets like Canada and the rising influence of Millennials across the globe.
Deepti Gurkar added: "Courvoisier aspires to be relevant to all luxury consumers, including millennials. Everyone has the power to shape the future luxury market, including the spirits industry, so it's crucial that luxury brands remain fresh and relevant, while also staying true to their distinct identity, heritage and craft. Through our brand transformation, Courvoisier is reinforcing its luxury credentials to meet the expectations of our modern consumer."
PARIS GOLDEN AGE TOUR
As part of its brand transformation, Courvoisier has also launched the Courvoisier Paris Golden Age Tour - a bespoke curated luxury tour through Paris, which takes visitors on a journey to experience one of the most extravagant and innovative eras in history. Taking you to the heart of some of Paris' most famous landmarks and areas, including the Alexandre III Bridge, the Lavirotte building and Saint-Germain-Des-Prés, the Tour celebrates Paris Golden Age art, architecture, innovation, science and haute couture, as well as Courvoisier's central role during the period.
For more information on Courvoisier, please visit www.courvoisier.com
Courvoisier® has built an international reputation for producing one of the finest cognacs over almost two centuries. Its entrepreneurial founders, Louis Gallois and Emmanuel Courvoisier, founded the brand in Paris in the early 1800s. As the business flourished, it gained renown and acclaim citywide before becoming the supplier to Emperor Napoleon III.
The story continued during the Paris Golden Age, a time of glamour, optimism and decadence, when Courvoisier® was one of the toasts of choice at the inauguration of the Eiffel Tower in 1889. As a result it became a celebratory drink of choice during this innovative and progressive period.
Courvoisier® continues its relationship with celebration today as it encourages consumers to take the time to mark their achievements and raise a toast.
About Beam Suntory Inc.
As the world's third largest premium spirits company, Beam Suntory is Crafting the Spirits that Stir the World. Consumers from all corners of the globe call for the company's brands, including the iconic Jim Beam and Maker's Mark bourbon brands and Suntory whisky Kakubin, as well as world renowned premium brands including Knob Creek bourbon, Yamazaki, Hakushu and Hibiki Japanese whiskies, Teacher's, Laphroaig, and Bowmore Scotch whiskies, Canadian Club whisky, Courvoisier cognac, Sauza tequila, Pinnacle vodka, and Midori liqueur.
Beam Suntory was created in 2014 by combining the world leader in bourbon and the pioneer in Japanese whisky to form a new company with a deep heritage, passion for quality, innovative spirit and commitment to Growing for Good. Headquartered in Deerfield, Illinois, Beam Suntory is a subsidiary of Suntory Holdings Limited of Japan. For more information on Beam Suntory, its brands, and its commitment to social responsibility, please visit www.beamsuntory.com and www.drinksmart.com.
1 Aperity Data (April 2016 MAT% Volumes)
Video with caption: "Video: Courvoisier: the "Toast of Paris" since 1889". Video available at: http://stream1.newswire.ca/cgi-bin/playback.cgi?file=20160628_C2368_VIDEO_EN_723028.mp4&posterurl=http%3a%2f%2fphotos.newswire.ca%2fimages%2f20160628_C2368_PHOTO_EN_723028.jpg&order=1&jdd=20160628&cnum=C2368
Image with caption: "Courvoisier VS cognac (CNW Group/Courvoisier)". Image available at: http://photos.newswire.ca/images/download/20160628_C2368_PHOTO_EN_723005.jpg
Image with caption: "Courvoisier VSOP cognac (CNW Group/Courvoisier)". Image available at: http://photos.newswire.ca/images/download/20160628_C2368_PHOTO_EN_723008.jpg
Image with caption: "Courvoisier XO cognac (CNW Group/Courvoisier)". Image available at: http://photos.newswire.ca/images/download/20160628_C2368_PHOTO_EN_723003.jpg
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