New Program to Highlight the Unexpected Side of Cognac via Experiential Events

Corporate and Financial News


Deerfield, Ill. (April 2, 2013) — Beam Inc. (NYSE: BEAM) 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 kicks off in New York with a multi-sensory event that engages 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 event will culminate in a live performance by R&B star Kelly Rowland. 

The New York Lab event will be followed by events in Chicago, Los Angeles and will conclude in Atlanta this fall.  Event details can be found at

About Beam Inc.

As one of the world’s leading premium spirits companies, Beam is Crafting the Spirits that Stir the World.  Consumers from all corners of the globe call for the company’s brands, including Jim Beam Bourbon, Maker's Mark Bourbon, Sauza Tequila, Pinnacle Vodka, Canadian Club Whisky, Courvoisier Cognac, Teacher's Scotch Whisky, Skinnygirl Cocktails, Cruzan Rum, Hornitos Tequila, Knob Creek Bourbon, Laphroaig Scotch Whisky, Kilbeggan Irish Whiskey, Larios Gin, Whisky DYC and DeKuyper Cordials.  Beam is focused on delivering superior performance with its unique combination of scale with agility and a strategy of Creating Famous Brands, Building Winning Markets and Fueling Our Growth. Beam and its 3,400 passionate associates worldwide generated 2012 sales of $2.5 billion (excluding excise taxes), volume of 38 million 9-liter equivalent cases and some of the industry’s fastest growing innovations. 

Headquartered in Deerfield, Illinois, Beam is traded on the New York Stock Exchange under the ticker symbol BEAM and is included in the S&P 500 Index and the MSCI World Index.  For more information on Beam, its brands, and its commitment to social responsibility, please visit and


Enjoy Responsibly

Courvoisier® Cognac and Liqueur, 18-40% alc./vol. Courvoisier Import Company, Deerfield, IL USA
Courvoisier is a trademark of Courvoisier S.A.S. ©2013 Courvoisier S.A.S.
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