Beam Inc. and Courvoisier®, one of the world’s leading cognac houses, have announced the launch of Courvoisiology™, an experiential platform designed to spotlight the mixability of cognac and the unexpected occasions in which it can be enjoyed. The Courvoisiology Lab event series brings to life the brand’s newest campaign, ‘Be the Exception,’ which highlights Courvoisier’s history as a revolutionary spirit that pushes the boundaries of the cognac category.
“With Courvoisiology we wanted to answer the growing consumer demand for versatility and demonstrate an entirely new and unexpected side of cognac,” said Megan Frank, Director of Courvoisier at Beam Inc. “Courvoisiology is designed to spotlight our revolutionary cognac innovations and the many unexpected and creative ways they can be enjoyed.”
In 2011, Courvoisier revolutionized the cognac category with its introduction of Courvoisier Rosé, a blend of cognac and premium French red wine grapes, followed in 2012 by C by Courvoisier, produced in small batches and double-barrel aged, and Courvoisier Gold, a blend of cognac and Moscato wine from the South of France. The Courvoisiology program will further build upon these innovative marques by highlighting each in unique cocktails crafted by some of the nation’s top mixologists who have been enlisted by Courvoisier to act as Courvoisiologists.
The series kicked off in New York with a multi-sensory event that engaged guests on every level: exciting product innovations, cognac-infused hors d’oeuvres by Roblé and Co., featured cocktails expertly crafted by a team of Courvoisiologists, and experiential touch points that exemplify how Courvoisier is pushing the boundaries of cognac. The New York was kicked-off with a live performance by R&B star Kelly Rowland.