Over the last few years, cognac has had a bit of a rebirth. Although it remains veiled in its French heritage and identity, popular culture has offered the category a helping hand in reaching new, non-traditional consumer audiences.
With this backdrop, many of the leading players in the category have made their moves. Hennessy, for example, has demonstrated how to break out of the category, exhibiting strong and dynamic brand imagery that transcends cognac. Rémy Martin, on the other hand, conveys an image of premium luxury, whilst Martell has also demonstrated a clear willingness to innovate outside of category convention and traditional codes.
With these competitor shifts in mind, Barfly was brought on by Courvoisier to help fine tune the brand’s direction and develop a clearer and more dynamic competitive edge. Underpinned with interviews with bartenders and managers across three key strategic cities for the trademark – London, Atlanta and Shenzhen – the study focused in particular on the current Courvoisier drinks strategy and its future development.
The final debrief presented a series of actionable recommendations, alongside some higher-level creative thought-starters, all designed to shape Courvoisier’s future direction in the on-premise. Beyond this, Barfly also provided the business with clear advice as to how to boost the brand’s profile in the channel through a collection of event and activation concepts, new drinks ideas and alternative special releases.
In February 2020, Courvoisier announced that it would be releasing a limited edition VS expression finished in Kentucky Bourbon casks.