MTR raises Courvoisier’s profile at T5

15 March, 2012

Maxxium Travel Retail (MTR) is raising the profile of Courvoisier and aiming to demystify the cognac category with its multi-sensory experience, ‘Le Nez de Courvoisier’ in the World Duty Free store at London Heathrow Terminal 5. 

Until early April, travellers can taste Courvoisier XO at the branded tasting bar in the liquor area of the WDF store.

At an interactive zone at the bar, a movie filmed at the Courvoisier home in Jarnac takes visitors through the production process, identifying the key aromas of Courvoisier XO. Customers are invited to experience these aromas for themselves via flutes that release the key scents of candied orange, crème brue and iris flowers.

Courvoisier UK brand ambassador, Rebecca Asseline is to conduct tastings at the bar from March 9 to 30, guiding customers through the flavours and aromas of Courvoisier XO and offering a pairing with Pierre Hermé Paris macarons including Crème Brûlée, Pure Origin Venezuela Dark Chocolate and Salted Butter Caramel.

Customers receive a pair of boxed cognac nosing glasses with every purchase of Courvoisier XO.

Gondolas and a wall bay showing the Courvoisier range increase visibility and draw consumers to the bar where a dedicated team share the history and heritage of the brand, taking visitors through ‘Le Nez de Courvoisier’ and encouraging them to enter a draw to win a Luxe City Guide box set of five guides and a bottle of Courvoisier XO.


Joe Bates

Why duty free must do better

It’s one of the worst PR disasters to have hit the duty free industry in the almost two decades i’ve been covering the business.

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