Maxxium Travel Retail is partnering the airline to offer upper class passengers Courvoisier onboard and in the airline’s Clubhouse at London Heathrow.
Courvoisier is to be the new pouring cognac and bottles of Courvoisier VSOP will be available for purchase, with a pre-order service for Courvoisier XO and L’Essence de Courvoisier. Marketing support includes a 3D film about the heritage of Courvoisier on the inflight entertainment system.
At the Virgin Atlantic Clubhouse bar, passengers can drink Courvoisier XO and Courvoisier Exclusif, served neat or in cocktails. According to Maxxium, bartenders will undertake training on the Courvoisier brand and specifically Courvoisier Exclusif, the marque designed specifically for cocktails.
A dessert paired with Courvoisier has been specially created for passengers dining in the Clubhouse and there is a competition to win a bottle of L’Essence de Courvoisier, which retails at €2000.
Virgin Atlantic’s director of sales and marketing, Paul Dickinson, said: “We are always looking for ways in which to enhance the passenger experience and are sure that the addition of this premium brand will be popular in our Clubhouse and onboard.”
Maxxium Travel Retail managing director, Glen Williams, said: “Travel retail is a key market for Courvoisier and our aim is to become the no. 1 cognac by 2013. This alliance will play an important role in achieving that goal.”