How LVMH’s Courvoisier aims to create a new generation of cognac drinkers

LVMH-owned cognac manufacturer Courvoisier not long ago served up some uniquely French ‘joie de vivre’ at a really attended pop-up in Hong Kong, as component of its marketing campaign to revive cocktail tradition in the marketplace. Jebsen Wine and Spirits, Courvoisier’s formal distributor in Hong Kong, played a large part in producing a multisensory cognac expertise, even though the model unveiled a putting and refreshing new bottle structure.  Cognac is historically eaten as a digestive, and purists desire it neat, or

t, or with a fall of drinking water. But these days, Courvoisier is aiming to re-educate individuals about the flexibility of its providing.  

“This pop-up is portion of a sequence of immersive global activities from New York to Hong Kong, and outside of,” Kathryn Taylor, senior advertising supervisor for Jebsen Wines and Spirits, explained to Inside of Retail.

The gatherings not only provide to reposition the 175-yr-outdated Courvoisier brand in a new, extra modern day light, but also introduce the flexibility of cognac with impressive, gentle, and sessionable cocktails.

Some of the concoctions on give at the Hong Kong pop-up were being the Courvoisier French Twist, a blend of Courvoisier, orange Curacao, syrup, lemon juice and soda water, and the Island Daisy, a lighter blend of almond syrup and pineapple juice with lemon-flavoured soda water. 

“Both cocktails use VSOP. We also unveiled our Courvoisier XO, a richer, properly-aged mix that many friends relished comparing the two SKUs,” Taylor reported.

The Hong Kong occasion also highlighted a perfumery station by Artisenses, the place friends experienced a opportunity to sample the scents of the brand’s cognac portfolio.

But inspite of Courvoisier’s huge identify backer, Taylor explained its brand name awareness is comparatively low in Hong Kong.

“The cognac industry is in decrease and has grow to be very substantially about the pricing and gifts with invest in (GWP) gives all through important seasonal intervals these kinds of as [the] Mid Autumn Competition and Chinese New Calendar year,” she observed.

She added that quite a few cognac drinkers are generally more mature and switching to whisky. 

By emphasising how well Courvoisier can perform in cocktails and its fresh new search, the brand name is aiming to target a more youthful crowd. 

Another way it aims to do this is by focusing on its lower alcoholic beverages by volume (ABV) offerings for individuals who are hoping to drink fewer. 

“Courvoisier is tapping into a sector that would typically ignore the overall group by modifying the discussion and occasion all-around cognac intake,” she explained.

Hoping to bounce back

Times have been rough for the meals and beverage field as perfectly as the hospitality industry in Hong Kong more than the earlier 3 decades. 

The pandemic and recent uncertainties more than a doable economic downturn, inflationary pressures and supply chain bottlenecks have all contributed to the current malaise.

“The effects on the F&B and hospitality industries was monumental, with harsh restrictions on bars and dining places and the knock-on result of tourism coming to a unexpected halt,” Taylor explained.

In accordance to her, Hong Kong’s reputation as a dynamic, vibrant and buzzy metropolis, famed for its nightlife, the place drinks are eaten at all several hours, was normally predominantly driven by travellers.

“The positive is that as matters open up up and the regulations proceed to be peaceful, we feel Hong Kong will come back booming in 2023, with the return of world-wide functions this sort of as Art Basel and Rugby 7s,” she reported.

Mannie Ma, brand name manager for Courvoisier reiterated the importance of the Hong Kong sector to the cognac brand name.

“China, such as the Hong Kong location, is a single of the most essential markets for [the] Courvoisier world enterprise. On top of that, our manufacturer prioritises the buyer and lifestyle link in each market place to fortify brand name equity and be more targeted in our strategy,” Mannie Ma, told Within Retail.

Courvoisier, like numerous makes in the luxury room, is exploring technologies like augmented fact (AR), virtual fact (VR), Net 3., non fungible tokens (NFTs) and the metaverse.

“Courvoisier carries on to prioritise the digitalisation of the model as a pivotal action to recruit quality way of living-in search of customers,” Ma claimed.

She claimed the model will keep on to take a look at foundational digital capabilities when retaining an eye on the most proper new technology to embed in upcoming digital initiatives.

The upcoming beckons

Ma thinks that inspite of the impact of the pandemic and the prevailing uncertainties in the world wide overall economy that have impacted the cognac classification, modern day individuals are seeking for a more vivid and refreshing quality spirits experience.

“Female drinkers are increasing as very well. To echo the movement, Courvoisier is in the right position to make a welcoming and advanced offer to shoppers with luxurious, up to date and modern drinking releases,” she explained.

In 2021, Courvoisier launched its very first restricted-edition ‘mizunara’ launch in mainland China, which brought alongside one another the greatest and rarest wood variety with a blend of its Grande Champagne Eaux-de-vie to develop a one of a kind supplying. 

“Maison Courvoisier’s sixth era master blender, Patrice Pinet, collaborated with Shinji Fukuyo, fifth era Main blender of the Dwelling of Suntory, drawing on their collective know-how characterised by the art of blending to make a exclusive and exceptional cognac,” she stated.

This yr, she defined that the new-glance Courvoisier products array will include unique components from the brand’s style and design archives, which initial manufactured the title Courvoisier iconic through the 1800s. 

“The refreshed packaging and Courvoisier’s superstar endorsement with legendary actor Mr Kaneshiro Takeshi unveiled the brand’s ambition to re-build alone as the legendary modern day luxury brand that rejuvenates the cognac classification in the market place,” she concluded.

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