MARKETING/DESIGN/CONSUMER TRENDS/INSPIRATIONS Cognac & Brandy News for Consumers & Industry Experts
Maxxium Travel Retail has announced a new inflight partnership with Virgin Atlantic which will see Courvoisier served to the carrier’s Upper Class passengers both onboard and in the airline’s Clubhouse at London Heathrow Airport.
At the Virgin Atlantic Clubhouse bar, passengers can enjoy Courvoisier XO and Courvoisier Exclusif, served neat or in cocktails. Bartenders will undertake training on the Courvoisier brand and specifically Courvoisier Exclusif, the marque designed specifically for cocktails.
A dessert paired with Courvoisier has been specially created for passengers dining in the Clubhouse, which will also feature a competition to win a bottle of L’Essence de Courvoisier.
A sensory experience entitled ‘Le Nez de Courvoisier’, which was designed to help consumers understand the complexity of Cognac and to have a greater appreciation of the Courvoisier house style, ran weekly in December.
Virgin Atlantic Director of Sales and Marketing Paul Dickinson said: “We are delighted to be working with Courvoisier. We are always looking for ways in which to enhance the passenger experience and are sure that the addition of this premium brand will be popular in our Clubhouse and onboard.”
Maxxium Travel Retail Managing Director Glen Williams added: “Virgin Atlantic is an entrepreneurial and inspirational airline and a perfect fit for Courvoisier, which is a highly progressive and luxury brand.
“Together with Beam Global, we are delighted to offer its customers a unique travelling experience with Courvoisier from the Clubhouse right through to the flight. Travel retail is a key market for Courvoisier and our aim is to become the number one Cognac by 2013. This alliance will play an important role in achieving that goal,” Williams added.