Beam Global Spirits & Wine has unveiled an on-trade push for Courvoisier Cognac.

Using the brand's theme 'Earn It", the company is releasing on-trade visibility kits this month. The kits include an ice bucket, an Optic and highball glassware.

Bar staff information packs offering information and advice on both mixing and the improved margins available from 'up selling' to Courvoisier VSOP complete each kit.

"Courvoisier has benefited from a major shift in its image in recent times with mixing and cocktails playing a major role in this transition," said Jeanette Edwards, marketing manager for Courvoisier in the UK, today (19 June).

"Combined with our strategy of promoting Courvoisier's luxury brand status through the 'Earn It' campaign, we believe that we have created an unparalleled opportunity for licensees to grow profits by maximising the upturn amongst a new breed of cognac consumers."

The kits are available to independent trade customers through all major wholesaler groups now.