Campari Group has released details of what it claims to be the first global marketing campaign for Courvoisier in approaching 20 years.
‘Pass The Courvoisier’, which launches this week, links the cognac’s VS expression to “the unscripted energy of a house party”. Centred around an ad (below) that will air on unspecified TV channels, other activities include presence on social media and out-of-home.
The marketing focus “marks the start of a major long-term creative platform shift for the brand, with further news on its repositioning set to break in 2027”, Campari Group said.
“Courvoisier has played a role in some of the world’s most memorable gatherings for nearly two centuries,” said the MD of the brand owner’s House of Cognac & Champagne division, Louise Dennett. “The new campaign shows our spirit of hospitality today. A generous vision of cognac, because we believe the finest bottles are made to be poured, passed and shared.”
Campari Group acquired Courvoisier, in a deal that was finalised in 2024, from Suntory Global Spirits for US$1.2bn. In results from the first six months of this year, announced at the end of July, Courvoisier’s year-on-year sales lift of 6.3% contributed to a top-line increase of 2.7% for Campari Group overall.
