Beam Global is to launch a series of initiatives as part of a GBP12m investment in its Courvoisier brand in the UK this year.

The marketing campaign is designed to "demystify" Cognac, Beam said today (30 March).

With much of the marketing spend to focus on the 'higher styles' within the Courvoisier range, the promotion will include sampling activity and an education programme for both trade and consumers.

The aim is to raise Courvoisier's profile as a 'luxury' brand.

Beam is also to continue investment in its The Future 500 marketing campaign, an online network for the UK's most promising entrepreneurs.

Courvoisier assistant brand manager Tracey Armstrong said: "As the UK's favourite Cognac, we are dedicated to driving value into the category through our higher styles and recruiting new drinkers through mixability.

We will be introducing consumers to Cognac through an experiential sampling programme using Courvoisier Exclusif, designed specifically for mixing, to show those who wouldn't normally try Cognac that it's a complex, delicious spirit that works incredibly well with so many flavours."

Earlier this month, The Licensing Company North America launched a chocolate collection of Beam Global Spirits and Wine's Courvoisier Cognac brand in the US.

Beam previewed the chocolate truffle range - a collaboration with chocolate maker Bissinger's - at the Fancy Food Show, in San Francisco early in March.