MARKETING/DESIGN/CONSUMER TRENDS/INSPIRATIONS Cognac & Brandy News for Consumers & Industry Experts
Liquor supplier Beam Global Spirits & Wine has launched the Courvoisier Spirit of Punch initiative at London Heathrow airport terminal three to help raise the profile of cognac as a mixable spirit. Around 5,000 consumers will sample Spiced Orchard Punch made from Courvoisier Exclusif, designed especially for mixing at the Courvoisier Spirit of Punch bar within the World Duty Free store in the terminal.
The bar is located next to the busiest retail liquor area at T3 and will be open until October 26. Bartenders are on hand to educate consumers about Courvoisier’s suitability for mixing and the contentainment network will broadcast information on the luxury brand. A gondola display has also been implemented to drive purchases.
Beam Global Spirits & Wine European travel-retail director Gareth Brown said: “We are committed to growing Courvoisier in travel-retail and, by raising awareness among travellers that it is a luxury mixable spirit, we will encourage new consumers into the category. The Spirit of Punch bar will generate a buzz for travellers, demonstrate the versatility of Courvoisier and ultimately drive trial of Courvoisier Exclusive throughout the promotion.”