Allied Domecq calls review of Courvoisier

Courvoisier, the luxury cognac from Allied Domecq, is putting its pounds 1 million account up for pitch and is talking to a number of undisclosed agencies about the task.

Courvoisier, the luxury cognac from Allied Domecq, is putting its pounds 1 million account up for pitch and is talking to a number of undisclosed agencies about the task.

The review, which is being handled through the AAR, is in its early stages. The company is examining the credentials of a number of agencies and pitches will begin in February.

The cognac, which has not had a significant spend over the past few years, has enjoyed a reputation synonymous with indulgence. However, the brand's image, along with those of its competitors, has suffered over recent years as the market has contracted.

Courvoisier, whose biggest competitor is Seagram's Martell Cognac, needs to come up with a strong strategic positioning to give it presence in a market that has become stagnant. Hennessy Cognac, owned by Louis Vuitton Moet Hennessy, is currently undertaking a pan-European review.

In July 1999 Allied Domecq reorganised its spirits and wine division for the second time in two years under the jurisdiction of its global marketing director, Todd Martin. It was indicated then that strategic reviews of the Courvoisier and Teacher's brands could precipitate a creative review.

Other Allied Domecq brands include Beefeater, Tia Maria, Cockburn's, Harvey's Bristol Cream and Domecq sherries.



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