Courvoisier launched the "Bring Your Own Courvoisier" campaign with actress Karrueche Tran and influencer Bloody Osiris, targeting new daylight drinking trends. After being acquired by Campari, the brand aims to refresh its reputation, transitioning from late-night drinking to more casual occasions. Marketing head Varone emphasizes the need to reintroduce Courvoisier to consumers, especially focusing on relaxing environments like brunch and parks, as alcohol consumption behaviors shift, particularly among Gen Z, who prefer lighter cocktails.
"People know the brand, but we want to reintroduce it back into their repertoire," says Varone.
"Consumers have moved to lighter cocktails, often led by spritzes, have been more on trend."
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