Courvoisier, the iconic cognac brand, wanted to establish consideration outside of drinks writers & within a lifestyle audience at Christmas.

Approach: with a lack of category knowhow amongst our millennial audience, we decided to lean into subject matters they did know and love: chocolate & cheese. This inspired our festive pairings event, allowing us to lean out of cognac & into more approachable festive lifestyle.

We worked with a courvoisier ambassador to pair a range of skus with high-end chocolate & cheese, & we hosted it in a top-secret speakeasy bar, adding to the excitement.

Gathering a roomful of media & influencers at Christmas is no mean feat, but we achieved it, with the likes of ITV, Daily Mail, Stylist & London Standard gathering. Critically, this allowed us to speak Cognac to a non-Cognac drinker. Not only this, it drove tangible results for Christmas gift guide coverage, as well as organic social from the likes of @themonicaway & @aaliyahharry.