Cognac-Moscato Blend Courvoisier Gold Pushing Boundaries And Fueling Growth

Beam Inc. has been marketing hybrid versions of its Courvoisier Cognac brand for several years, unveiling Courvoisier Rosé—a blend of Cognac and French red wine grapes—in June 2011. In late 2012, it followed with Courvoisier Gold, a mix of Cognac and Moscato. Both offerings are at 18% abv and retail at $24.99 a 750-ml. SND recently spoke with Neil Shah, senior brand manager for Courvoisier at Beam Inc., to get an update on progress for these two unusual line extensions.

SND: What’s the appeal of hybrid products, and how did you create Courvoisier Gold?

Shah: Consumers are seeking new and different things, and a hybrid product provides a unique way of engaging in a new category. After the successful launch of Courvoisier Rosé, a blend of our signature Courvoisier Cognac and premium French red wine, the logical addition was a blend with Moscato, as it’s among the market’s fastest-growing wine segments.

SND: What were the expectations when you launched it?

Shah: We were confident that that consumer response to Courvoisier Gold would be the same as for Courvoisier Rosé. The overall performance of Courvoisier continues to strengthen each year, amid growing consumer interest in Cognac. The fascination with mixology has also helped Cognac evolve.

SND: Do consumers understand the concept of a hybrid product?

Shah: When consumers gain awareness of Courvoisier Gold, they move into consideration and trial at much higher rates than industry benchmarks. Our goal with Courvoisier Gold is not only to increase consumer visibility, but also to convey its attributes and shed the common misconception that Cognac is an intimidating spirit.

SND: Who’s the target consumer for Courvoisier Gold?

Shah: Most growth has come within the female demographic, and it has also gotten very positive feedback from mixologists. The fact that Gold is a wine-and-Cognac blend means that it’s versatile enough to be consumed with dinner as a replacement for wine or when you’re out at a club. Bartenders find the liquid to be extremely mixable, which is important as Cognac gains popularity as a cocktail ingredient. Courvoisier recently launched Courvoisiology, a platform designed to spotlight Cognac’s mixability. We’ve engaged some of the nation’s top mixologists to act as Courvoisiologists, and they’ve not only developed an assemblage of cocktails utilizing the brand’s portfolio—including Courvoisier Gold—but are also hosting “Courvoisiology Lab” events across the country.

Tagged : Beam Inc, Cognac, Courvoisier, Moscato, spirits

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