Beam is targeting the luxury market

Beam is targeting the luxury market

Beam Inc has extended the launch of its travel-retail-exclusive Courvoisier Le Voyage de Napoleon into North America.

The Cognac range, which was first rolled out in Europe and Dubai this year, will go on sale in North American airports this month, Beam said yesterday (12 June). “Duty free is an important channel for Beam and provides a great platform to showcase our brands to a global audience,” a company spokesperson said.

Le Voyage de Napoleon is a collection of VS, VSOP and XO Cognac named after the former French leader. It was unveiled last year at TFWA Cannes and IAADFS and tries to “tap into the growing trend towards luxury products”, Beam said.