This summer Courvoisier kicked off a series of lounge events targeting women in seven cities to promote its new Courvoisier Rosé liqueur. From June 30 to Oct. 9, the brand is taking over a section of select bars in Atlanta, Baltimore, Chicago, Detroit, Philadelphia, Los Angeles and New York for 12 weeks, and turning them into exclusive lounges with pillows and candles in the product’s signature rose hue. There is also a step and repeat red-carpet photo activation that uses a free-standing kiosk consumers can use to take a photo in and post on Facebook on-site. The photo activation also produces a Facebook link to enter to win a trip to Paris to visit Courvoisier’s distillery.
To select who gets into the lounge, the brand hands out “table topic” cards to bar patrons that feature different themes designed to stir up conversation and arouse curiosity. Satisfying consumers’ curiosity is the running theme of the event because people don’t generally associate cognac with rosé. The cards provide product information on one side and on the other side there are the conversation starters. The cards are also marked as tickets into the lounge where consumers are pampered, sample the product and receive recipes.
“Courvoisier Rosé is all about a fun, stylish and approachable drink experience, so we created Courvoisier Rosé lounges for consumers to enjoy and experience the new product in a fun and fabulous setting,” Mallika Monteiro, brand manager at Courvoisier, told Buzz. “Offering consumers access to exclusive lounges throughout summer where they can experience Courvoisier Rosé with friends provides a new, fun and refreshing twist on cognac and a great way to introduce the newest addition to the Courvoisier family to a larger variety of consumers.” Agency: Inspira Marketing, Wilton, CT.