Maxxium Travel Retail has unveiled a high-profile campaign at London Heathrow to mark the launch of the new Courvoisier Le Voyage de Napoleon with World Duty Free Group.
As reported, central to the global launch and located in the liquor area of World Duty Free’s Heathrow T5 store is a bespoke bar, based on the Paradis cellar at the Courvoisier château in Jarnac. For four weeks until 19 March, travellers can taste Courvoisier cocktails as well as the XO directly from the cask and learn about the history and heritage of the brand.
Alongside the bar are gondolas and a wall bay displaying the new Courvoisier range. An augmented reality app features an exploration of the Paradis cellar and the nature of Cognac-making via the display of the key elements, including grapes, copper stills, wood and eaux de vie. In addition, tastings of Courvoisier VSOP are taking place at all other Heathrow terminals for one week from 25 February, courtesy of the Heathrow Journey team.
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The bespoke bar at London Heathrow T5 is based on the Paradis cellar at the Courvoisier château in Jarnac, home to the Cognac’s most prized blends and vintages |
Maxxium Travel Retail has also joined forces with Heathrow T5 restaurant, Gordon Ramsay’s Plane Food, to create a dessert inspired by the Cognac. Salted Caramel and Chocolate Tart served with Courvoisier VSOP ice cream will be featured on the restaurant’s menu throughout the campaign.
A social media campaign is driving awareness among passengers pre-travel and a reserve-and-collect service is available through both Heathrow’s Traveller Boutique and the World Duty Free websites. In the airport, advertising across over 150 runway screens is raising visibility in seating areas and on the main walkways in all four airport terminals. The Le Voyage de Napoleon XO is also being featured in the latest issue of Showcase magazine, distributed to all airport passengers.
Maxxium Travel Retail Managing Director Glen Williams said: “Le Voyage de Napoleon offers a unique set of key Courvoisier expressions across the price range, exclusive to travel retail. London is an important market within Europe and a natural launch pad for this global innovation and this high impact activation allows visitors to immerse themselves in the alchemy of Courvoisier and explore every detail of production, giving them a unique insight into this luxury spirit.”
World Duty Free Group Buying Manager for Liquor in the UK Nigel Sandals added: “We are delighted to be the exclusive partner with Maxxium Travel Retail to launch this exciting new Courvoisier collection, designed specifically for the travelling consumer. This captivating and highly visible campaign will engage customers, building awareness of the new range and we fully expect Le Voyage de Napoleon to be quickly established in our stores.”
The travel retail exclusive collection consists of three expressions of Courvoisier’s VS, VSOP, and XO Cognacs. The packaging is claimed to be inspired by the journeys of Napoleon and is designed to tap into the growing trend towards luxury in spirits.
Distribution of Courvoisier Le Voyage de Napoleon will be rolled out across Europe from 1 April.
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The Courvoisier Le Voyage de Napoleon celebrates the star that Napoleon is reputed to have called upon for luck at the start of each battle | |
