Courvoisier set for TV debut

Courvoisier set for TV debut

Courvoisier Cognac will be advertised on UK television for the first time after distributor Maxxium secured a sponsorship deal with The Daily Show.

Footage of how consumers can use Courvoisier VS and Courvoisier Exclusif to mix cocktails at home will be shown around the television show, Maxxium UK announced today (13 May).

The deal is part of a GBP15m (US$22m) spend on the brand in the UK this year, up from GBP12m in 2009, said Maxxium, which distributes Courvoisier in the country for Beam Global Spirits & Wine, the drinks division of Fortune Brands.

"Through sponsorship of The Daily Show we are reaching a large audience of discerning consumers who enjoy sophisticated, quality drinks," said Maxxium UK's marketing manager for Courvoisier, Janice McIntosh.
 
The Daily Show, which runs every weekday night on the More4 channel, is hosted by US satirist John Stewart and is watched by around 8.4m adults in the UK annually.

The Courvoisier sponsorship begins on 17 May.