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Courvoisier: earn it

Published:  23 July, 2008

A total of 1 million is being spent on a Christmas campaign to attract younger consumers to Courvoisier Cognac by Beam Global Spirits and Wine.

The campaign is the latest in the series of Earn It' visuals, and uses tongue-in-cheek headlines such as Superiority Complex' and I am above all that', focusing on the luxury and aspirational qualities of the brand'.

The latest campaign will appear in national newspaper supplements and men's magazines such as GQ, Arena and Esquire throughout October, November and December.

Beam UK's marketing manager for Courvoisier, Jeanette Edwards, said: "Earn It" has helped Courvoisier achieve its highest-ever share of the UK Cognac market. Our investment in Courvoisier this Christmas will inspire people to re-evaluate Cognac.'

According to the latest AC Nielsen stats (MAT to week ending 12 August), Courvoisier has a 44.4% UK market share.