When faced with the need for a revitalization, this iconic brand turned to me for assistance. Courvoisier, traditionally appealing to an older, niche audience, sought to broaden its reach to a younger demographic and compete directly with its main rival, Hennessy. My strategy for relaunching the brand was multi-faceted. Initially, I organized experiential tasting events aimed at expanding our consumer base, specifically targeting influencers in the music and fashion industries. Simultaneously, I revamped and modernized Courvoisier's packaging. Additionally, the brand collaborated with the musical duo OutKast to host events at their recording studio, featuring innovative drinks crafted by Courvoisier mixologists. These gatherings and the introduction of new cocktails quickly gained legendary status through word-of-mouth. Interest even extended to the Palms Hotel in Las Vegas, who sought to replicate the atmosphere of our events with bespoke "Courvoisier Nights" of their own. This campaign effectively heightened brand awareness and engagement among a younger, trendier demographic, leading to its expansion across various platforms, including print, web, and shopper marketing.
