Cognac certainly continues to evolve in the 21st century, and houses large and small are making leaps and bounds to embrace innovative ways in which to entice younger drinkers.
The latest step by the house of Courvoisier is ‘Courvoisiology’ – a platform that highlights the versatility of the spirit and unusual situations where it might just become the drink of choice.
Cognac is well on the way to becoming the mixologists spirit of choice when creating cocktails and long drinks, and because of this the house has produced blends that partner this perfectly.
One such product, Courvoisier Rose, shook the industry to its historic roots when it was introduced in 2011. This was quickly followed in the next year with the launch of C by Courvoisier and Courvoisier Gold. And this is exactly what the Courvoisiology initiative is all about.
With the tagline, ‘Be the Exception,’ Courvoisiology is a campaign that highlights the cognac house’s history, as well as pushing the boundaries as it evolves year on year.
Megan Franc, Director of Courvoisier at Beam Inc. said, “Courvoisiology is designed to spotlight our revolutionary cognac innovations and the many unexpected and creative ways they can be enjoyed.”
Running under the cunningly named ‘Courvoisiology Lab,’ the events start in New York, where guests will be able to enjoy cognac-infused hors d’oeuvres made by Roble and Co., cognac cocktails created by a team of ‘Courvoisiologists’ and other product innovations. And if that’s not enough, the event will finish with a live performance by the renowned R&B artist, Kelly Rowland.
Following the New York event, the Courvoisiology Lab will move to Chicago, Los Angeles and Atlanta. More details can be found on the Courvoisier Facebook page (facebook.com/courvoisiercognac).