Maxxium Travel Retail have released last year’s sales figures that show Courvoisier Cognac to be the fastest growing house, with growth of 30 per cent year on year.

This is pretty impressive, especially when you look at other figures for the third-largest group in travel retail.  Total growth was up 11 per cent, and the cognac category itself is up 17 per cent.  Whiskies are also faring well, with Jim Beam White up 21 per cent and Jim Beam Black clocking in at 28 per cent growth.

Courvoisier at Heathrow Airport

Maxxium Travel Retail, the relatively new collaboration between Beam Global Spirits and The Edrington Group, celebrated their second year of trading in April 2011.  Managing Director, Glen Williams said.

Courvoisier grows fast in travel retail

“The strong growth was delivered through our focus on innovation, both in terms of successfully bringing new products and travel retail exclusives to market and also through activation at point of purchase, where we are consistently breaking new ground with fresh ideas and unique consumer experiences.”

The ‘Spirit of Punch’ Courvoisier promotion proved extremely successful, creating a buzz and certainly bringing the attention of younger consumers towards cognac.  Courvoisier has also now partnered with the airline Virgin Atlantic – both in-flight and at the Virgin Club House as London’s Heathrow Airport.

Williams also said that figures for this trading year also are looking very favourable, with many new initiatives in place for all the brands in their portfolio.  The aim is to not only keep liquor sales up with other markets in travel retail, but to become the market leader in its class.


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Jacki has been with Cognac Expert from virtually the beginning. She's the senior editor of the blog, and has spent much of her life living in rural France. Today she's based back in the UK, where she splits her working life between writing for Cognac Expert and working as a Paramedic at a large regional hospital.

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