Maxxium UK unveils creative for Courvoisier’s new Here’s to Now campaign, which encourages consumers to live spontaneously while enjoying UK’s number one cognac. 

Corporate and Financial News


5 November 2013: Maxxium UK today unveils creative for Courvoisier’s new Here’s to Nowcampaign, which encourages consumers to live spontaneously while enjoying UK’s number one cognac.

The three print advertisements photographed by world-renown South African photographer Jillian Lochner feature indulgent party scenes with no people and invite consumers to create their own story by putting themselves in the moment. Including the straplines, It might not be the right place, but it’s definitely the right time and What better time than now?, they encourage spontaneity and inspire consumers to think of Courvoisier in unexpected social drinking occasions.

These social drinking occasions all feature Courvoisier at the centre and it’s clear that the prestigious cognac has been the inspiration for living in the moment. Each ad also includes the words 200 years crafting a cognac with the perfect blend of aromas, so you can enjoy this moment, reinforcing the brand’s heritage and its evolution.

Following the lead from previous Courvoisier campaigns, Here’s to Now challenges conventions in the cognac category and gives the spirit new momentum, targeting premium spirit consumers aged 25–45 by building relevance and new drinking occasions. This new, ground-breaking initiative for Courvoisier embraces the brand’s 200-year-old heritage while celebrating the concept of living in the now.

The ads are scheduled to appear in print publications including The Sunday Times Style magazine, ShortList, Stylist and ES Magazine, and online e-newsletters Emerald Street (from Stylist) and Mr Hyde (from ShortList) from early November. In addition, on- and off-trade support includes outdoor ad spots to appear around commuter train stations in central London.

Maxxium UK’s marketing controller for luxury brands, Chris Anderson says: “We are significantly investing in understanding our target consumer, their lifestyle, their needs and behaviours and which messages resonate with them most.

“As recruitment from outside the cognac category is essential to ensure future growth for the brand, we’ve created Here’s to Now to emotionally connect with our target consumers. The ads shot by Jillian Lochner capture the essence of this inspirational campaign, urging consumers to embrace life’s spontaneous moments with Courvoisier—anytime, anywhere.”


Here’s to Now is a multi-media campaign part of a unifying brand strategy across Europe, Middle East and Africa. The campaign will drive sales of Courvoisier and frequency of consumption with existing consumers while inspiring target consumers to engage with the brand and enter the cognac category.

About Maxxium UK Ltd:

Maxxium UK Ltd is part of the global sales and distribution alliance between Beam Inc. and The Edrington Group.

Its UK portfolio of premium brands includes: blended Scotch (The Famous Grouse and Teacher’s), malt whisky (Highland Park, Laphroaig, The Macallan, The Glenrothes and Ardmore), imported whiskey (Jim Beam, Maker’s Mark, Knob Creek, Canadian Club, cognac and brandy (Courvoisier and Fundador), sherry (Harveys), vodka (Stolichnaya), tequila (Sauza), rum (Brugal and Cruzan), liqueurs and specialities (Sourz, Bols liqueurs, Galliano, Vaccari, After Shock) For further information on our brands and how to enjoy them, log on to