Beam Suntory and Maxxium Travel Retail have extended their range of travel retail exclusives Cognacs with the launch of Courvoisier Extravagance.
Activations for the new expression – which sits alongside VS, VSOP and XO variants of the Voyage de Napoleon range – began in November at Amsterdam Schiphol Airport (with Schiphol Airport Retail) and Madrid Barajas Airport (with World Duty Free Group).
In December the Cognac will be feature prominently at World Duty Free Group’s tasting bar and new branded wall at London Heathrow Airport Terminal 5. Further activations at European airports will be rolled out next year.
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The Extravagance bottle is inspired by the intricate architecture of late 19th century Paris |
Courvoisier Extravagance, which retails for €89, is said to be inspired by the Golden Age of Paris in the late 1800s. The juice is made from grapes harvested in Grande Champagne and Petite Champagne, and is housed a Jarnacaise-style bottle designed to represent the architecture of Grand Palais in Paris.
Beam Suntory Global Travel Retail Marketing Director Michael Cockram said: “Courvoisier Extravagance embodies the Cognac house’s luxury French credentials and bridges the gap between our VSOP and XO Cognacs. 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 added: “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.”
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At Heathrow T5 the brand is supported by a high-profile tasting bar and brand wall activation |
