The initiative is backed by a £15m investment from Maxxium UK, which controls the Courvoisier brand in the UK, and is the latest part in a longstanding campaign to 'promote the mixability of cognac'.
The promotion, which also includes a consumer element, will see pubs and bars offered kits to promote a competition to win trips around the world to collect ingredients for a cocktail to be created in Jarnac, France - the home of Courvoisier.
Bartenders are also being invited to experiment and create a drink on the theme of Cocktails on a Grand Scale for the UK Courvoisier Spirit of Punch competition at the Imbibe Live exhibition in July at the Olympia Grand Hall in London.
Chris Anderson, Maxxium UK’s marketing controller for Courvoisier said the campaign would help to change the perception of cognac in relation to cocktails.
"Over recent years we have been very successful in our single-minded focus to revolutionise cognac via mixability and have built a reputation over that time for doing things on a grand scale. This concept is fast becoming part of Courvoisier’s DNA and to build further momentum and inspire more consumers to try Courvoisier we are now bringing this to life with Courvoisier Cocktails on a Grand Scale".
Courvoisier is promoting four signature serves as part of the campaign including Courvoisier Rendezvous with apricot liqueur. The promotion, which also features a social media element, follows 'grand scale' events for the brand such as hosting a meal to promote matching the cognac with food.
"As the number one cognac in the UK, with a 61 per cent volume share, Courvoisier is committed to growing the category by encouraging more young adults to enjoy cognac as part of their cocktail repertoire. We are now taking our commitment to the next level," Anderson added.
A video showcasing previous cocktail creations from bartenders using Courvoisier and featuring details on how to enter the Imbibe Live competition this year can be viewed below:
Registration for Imbibe Live, the only event that focuses on the entire world of on-trade specific drinks, is open now. To register for the event click here.