Courvoisier picks Focus

Drinks company Beam Global has brought in Focus PR to demystify and modernise Courvoisier, the UK's largest cognac brand.

Courvoisier: to update image
Courvoisier: to update image

The agency picked up the 12-month consumer brief following a three-way pitch. Courvoisier is now its biggest client.

The account covers a variety of initiatives including the Courvoisier The Future 500 – a members network for 'rising stars', an experiential programme to promote the versatility of the drink (showing it can be used in cocktails), and the launch of a high-end product.

The brand is particularly keen to target people in their mid 30s.

Focus PR managing director Hilary Meacham reports into Lucy Sewell, marketing manager.

The agency already handles work for Beam Global’s other brands Cockburn's port, Harveys sherry and Maker's Mark bourbon whisky.

Focus PR is now 40-strong and bought consumer tech specialist Trilogy Communications and luxury lifestyle agency Wiggin PR last year.

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