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The UK unit of Maxxium has revealed details of a major new campaign for Courvoisier in a bid to attract younger drinkers from other spirit categories.

The three-year initiative, which centres around the Beam Inc-owned brand's first UK ad campaign for two years, will include online and print advertising, as well as event sponsorships and in-store and in-bar activity. Maxxium's target consumer is a group it has branded the “young and restless” - around 1.7m 25-44 year-olds living in London and the south-east of England.

Under the strapline "Here's to Now", the campaign is aiming to link the brand with the concept of 'living in the moment'. It will initially launch in the UK, then roll out across Europe, the Middle East and Africa. 

At a launch event in central London last night (3 October), Chris Anderson, Maxxium's luxury brands marketing controller, admitted the Cognac category has faced “challenges” in the UK. “It's been seen as a drink for the elite and inaccessbile,” he said. 

But he said the new initiative is designed to help Courvoisier “transcend the Cognac category”. He added: “We don't expect an overnight change”. Courvoisier currently has a 62.3% share of the UK Cognac market. 

Total spend on the campaign was not disclosed.

Maxxium is the sales, distribution and marketing joint venture owned by Beam and Edrington.