The pinnacle of selling at Campari America spoke to SB about its first marketing campaign for Courvoisier and the way the group plans to modify up the Cognac event.
In Could final yr, Italy’s Campari Group finalised its billion-dollar acquisition of Courvoisier Cognac from Suntory International Spirits. The complete deal was for a sum of US$1.17 billion, and marked the biggest acquisition in Campari Group’s historical past.
Whereas Courvoisier’s gross sales had been lagging, the group was assured it may flip issues round with a part of the plan being to broaden the model’s presence within the US.
In June, the corporate debuted its first marketing campaign for the Cognac, titled ‘Deliver Your Personal Courvoisier’ (BYOCV), which re-positioned Cognac because the spirit to prepared your self earlier than a memorable night time, in an off-the-cuff setting with family and friends
Campari America’s head of selling Allison Varone stated in a press release for the marketing campaign’s launch that the group was seeking to place Courvoisier as an “important a part of these early night rituals”.
Chatting with The Spirits Enterprise on the way it’s altering the Cognac event, Varone outlined that BYOCV is greater than only a marketing campaign for Courvoisier.
“It’s a cultural invitation to make these early night rituals really feel simply as significant as the principle occasion. It displays our perception within the energy of neighborhood, type, and shared expertise,” stated Varone.
A spirit for the early night
Within the US, Cognac is commonly portrayed as a drink for the late nights, one consumed in night time golf equipment, and the hope from Campari is to showcase Courvoisier in a brand new function – for instance, because the spirit for the pre-game, earlier than dinner or heading off to an occasion or gathering.
In different phrases, for at-home events, however with a contact of class, as Varone explains: “It’s is about capturing the power, pleasure and significant connections that occur when individuals collect collectively and share a drink.
“We centered on the distinctive event house within the Cognac class, and located that early night celebrations completely complement Courvoisier.
“From gathering for a pre-game to mild bites and a cocktail earlier than a live performance or sporting occasion, BYOCV units the tone for the vibe earlier than any second of celebration throughout generations.”
Relating to at present’s customers, particularly youthful, numerous audiences, Varone says “they’re in search of manufacturers that really feel genuine, culturally in-tune and socially expressive”.
“Celebration is now not confined to an enormous occasion,” she continues. “It’s simply as a lot concerning the lead-up and the power you convey into these moments. There’s additionally a want for premium spirits which might be versatile and really feel private.”
The BYOCV marketing campaign is being backed by a brief movie, titled The Courvoisier Name, which stars Emmy-winning actor Karrueche Tran and vogue stylist Bloody Osiris. The pair are proven choosing outfits and pouring a glass of Courvoisier on the rocks earlier than they exit to convey a ‘relatable second between associates’.
Varone notes the marketing campaign is “designed to satisfy customers the place they’re… celebrating moments which might be trendy but additionally actual, elevated but inclusive”.
She provides that Karrueche and Bloody Osiris had been “pure suits” for this marketing campaign.
“They every signify the power, creativity and individuality that Courvoisier stands for at present,” Varone says. “Karrueche is a powerhouse each on and off display, and along with Bloody’s daring, fashion-forward type, they’ve sturdy cultural resonance, not simply as type icons however as genuine voices inside their communities.
“Their dynamic presence helped us convey the BYOCV message to life in a approach that feels aspirational but relatable. By way of their lens, we had been capable of present how Cognac will be each elegant and expressive, completely becoming into actual, private celebration moments.”
Moreover, the marketing campaign will function a collection of occasions referred to as Courvoisier ‘Dînatoire’, which can happen all year long in main US cities.
Dînatoires are described as ‘casual, early-evening gatherings with a French aptitude the place visitors socialise over mild bites and cocktails’. Some of these events are seen as ultimate for the model to fill.
“It’s a stability of honouring our roots whereas constructing a model that feels fashionable, inclusive, and rooted in way of life, ” Varone says. “We would like customers to really feel like they’ve stepped into an area that’s each culturally grounded and creatively expressive.”
Lengthy-term imaginative and prescient
Addressing the marketing campaign’s long-term imaginative and prescient, she says it’s to “broaden the best way individuals take into consideration Cognac and Courvoisier”.
“Particularly by showing in new settings, being a part of pre-game rituals, and inventive meet-ups, wherever connections thrive. Nighttime and club-style events are beginning to lose their cache, with extra private and curated events being on the forefront.
“We intention to satisfy our goal customers the place they’re, similar to at dwelling gatherings and pre-game rituals, to reinvigorate Courvoisier’s model relevance.”
Varone provides that the marketing campaign and the extra casual approach of exhibiting Cognac consumption is “completely” the best way ahead by way of rising the class.
“We’ve laid the groundwork for long-term differentiation via lifestyle-led storytelling, retail programming and premium mixability.
“Campaigns like BYOCV reframe our identification in a approach that’s recent and emotionally resonant. We’ve leaned into tradition, type and the nuanced pleasure of neighborhood, setting the tone for the vibe earlier than any second of celebration throughout generations.
“A part of the enjoyment in a particular celebration is the occasion itself, however the actual enjoyable is preparing with your mates.”
In October final yr, the Cognac model emerged from a multi-year restoration undertaking.
In its first quarter (Q1) monetary outcomes, Campari Group famous Courvoisier could be included within the firm’s natural development from Could. The model recorded €32m (US$36m) in web gross sales with progressive funding within the US and UK.
Associated information
Prime 10 advertising strikes from June 2025
Prime 10 advertising strikes from Could 2025
Prime 10 advertising strikes from April 2025
