Cognac brand Courvoisier has marked a “new chapter” for the business after unveiling its first global campaign in nearly twenty years.

The marketing, which carries the “Pass The Courvoisier” message is the Cognac House’s first global campaign in nearly two decades and is launching across TV, social, out-of-home and retail. 

Courvoisier said that from the court of Napoleon III to the unveiling of the Eiffel Tower and the opening night of the Moulin Rouge, the drink has been passed and poured amongst good company for almost 200 years.

They said in a statement: “A House built on a spirit of generous hospitality, welcoming royalty and rebels alike, and setting the stage for stories worth telling. 

“ Today, that spirit feels more relevant than ever. In a culture where every moment can feel curated and judged, “Pass The Courvoisier” embraces the thrill of going off script, together.

“The impromptu house party. The unexpected guest. A conversation nobody saw coming. Moments shared, and worth talking about.” 

The company has enlised Grammy Award-winning creative Ibra Ake to produce a new film for the brand. Shot in Atlanta, Georgia, the film captures the collective energy and generosity that emerge when people gather.

Set during a lively house party, a bottle of Courvoisier moves from hand to hand and room to room, connecting conversations, encounters and unexpected moments to the beat of one rallying cry, “Pass The Courvoisier”.
 
“It was fun because of the history,” said Ibra Ake. “We have warm memories of Courvoisier, so it was exciting to add my fingerprints to that legacy.

¨What I loved about this film was capturing all those moments that make a party feel real: people cooking together, gaming, dancing, catching up. Everything starts with a simple call, ‘Pass the Courvoisier,’ and from there the energy takes on a life of its own.” 

“Courvoisier has played a role in some of the world’s most memorable gatherings for nearly two centuries,” added Dennett, managing director of Campari Group’s House of Cognac & Champagne. 

“The new campaign shows our spirit of hospitality today. A generous vision of Cognac, because we believe the finest bottles are made to be poured, passed, and shared.”