Beam Suntory Inc. in collaboration with Maxxium Travel Retail has released a ‘luxurious and celebratory Cognac’ exclusively to travel retail Europe: Courvoisier Extravagance, available from September, will be supported by a programme of activations in Amsterdam, Madrid and London Heathrow in the run up to Christmas.

 

Inspired by the Paris Golden Age of the late 1800s, the brand says Courvoisier Extravagance celebrates ‘a time of freedom for artistic expression’. Paying homage to the first Napoleon-quality Fine Champagne Cognac, this premium expression is described as a rare, complex and exquisite blend made from grapes harvested exclusively in just two regions: Grande Champagne and Petite Champagne.

 

In a coup for the company, Courvoisier Extravagance has already received high acclaim from the industry, having won gold at The Spirits Business’ competition, The Cognac Masters 2014.

 

Housed in an elegant Jarnacaise-style bottle adorned with sophisticated labelling and a silver and purple presentation tube referencing the flowing architecture of the Grand Palais, the pack is intended to make an impactful presence on the shelf.

 

Activations begin in November at Amsterdam airport with Schiphol Airport Retail, followed by Madrid with World Duty Free Group. In December Courvoisier Extravagance will take centre-stage at London Heathrow T5 with tastings at the bar of the new marque’s signature serve, the Courvoisier Extravagance Champagne Cocktail. The launch will also be marked with a one month ownership of the branded wall, making it the first Cognac house to take over the prominent space. Further promotional activities will be rolled out across other European airports in 2015.

 

Beam Global Travel Retail Marketing Director, Michael Cockram says, “Courvoisier Extravagance embodies the Cognac house’s luxury French credentials and bridges the gap between our VSOP and XO Cognacs. It combines the quality, tradition and craftsmanship of Courvoisier with the brand’s historic connections to the Paris Golden Age, celebrating the brand’s status in its home country. This exclusive expression will appeal to younger adult shoppers looking for a Cognac that they can serve at celebratory social occasions.”

 

 

Maxxium Travel Retail Managing Director, Glen Williams (pictured left) adds, “We are delighted to launch Courvoisier Extravagance and especially pleased to mark the event with activations in Amsterdam and Madrid, and by being the first Cognac to occupy the new branded wall at London Heathrow T5. Courvoisier Extravagance has a high energy yet elegant presence on shelf and we look forward to introducing it to travellers.”

 

Courvoisier Extravagance 700ml retails at €89 and is designed to complement Courvoisier Le Voyage de Napoleon, the travel retail exclusive range of VS, VSOP and XO Cognacs launched last year.