Latest news with #Courvoisier
Hypebeast
a day ago
- Entertainment
- Hypebeast
Karrueche Tran Hosted a Courvoisier Dînatoire Party in NYC to Kick Off Summer
'Bring Your OwnCourvoisier, #BYOCV' is all about bringing the energy with you when you walk into a room and embracing the party before the party. It's about highlighting the pregame moments that set the tone for the night and the anticipatory energy that invigorates the moment, which the cognac brand showcases in a new short film starring Emmy Award-winning actressKarrueche Tranand stylistBloody Osiris. In the film, the two show how they bring their own Courvoisier, elevating nights out with refreshing cocktail recipes. Last night, they brought those good vibes to New York City's Elysée's for a dinner party that kicked off the brand's Courvoisier Dînatoire series, which will bring early-evening social experiences to different cities, elevated by a French flair. The night kicked off with a toast from Tran, who shared that Courvoisier has been a long-time pre-party staple for her — 'A dînatoire is all about enjoying the moment and Courvoisier for me is legendary — we all know the song…'Pass the Courvoisier!'' The menu included specialty Courvoisier cocktails, including Tran's favorite, a Courvoisier Lemonade, alongside wagyu bites with crispy rice, lamp chop lollipops, chicken skewers, shrimp, crispy mushroom and more. When guests weren't eating or watching the premiere of the campaign film, The Courvoisier Call, they were encouraged to engage in conversation, using #BYOCV ice-breaker cards at each place setting. Attendees also each received one of the new custom Courvoisier leather tote bags, rolling out later this year for fans who purchase bottles at key retailers. Each included a bottle of the spirit, of course, so everyone could bring their own Courvoisier, and guests had a chance to really make the bottles their own with personal engravings. The vibes were high all night and the drinks and conversations were both flowing. If you want to find out when the next Courvoisier Dînatoire experience comes to your city, learn more about the campaign and stay updated on BYOCV news. DISCLAIMER: We discourage irresponsible and/or underage drinking. Drink responsibly and legally.
Forbes
a day ago
- Entertainment
- Forbes
Courvoisier Debuts New Ad Campaign Starring Karrueche Tran
Cognac brand Courvoisier launched its new campaign, 'Bring Your Own Courvoisier,' which stars ... More actress Karrueche Tran. Courvoisier is hoping some star power—and a dash of lemonade—can inspire drinkers to kick off their evening with the French brandy. The brand's new 'Bring Your Own Courvoisier' ad campaign, starring actress Karrueche Tran and fashion stylish and influencer Bloody Osiris, debuts this week and will run on social channels including TikTok and Instagram. Directed by filmmaker Mark Anthony Green, it is the first major ad blitz backed by Aperol maker Campari since it paid $1.2 billion to acquire the cognac brand from Suntory Global Spirits in a deal that closed last year. Allison Varone, the head of marketing at Campari America, tells me in a virtual interview that Courvoisier is a brand that has high awareness, but that much of the affinity for the cognac comes from the 1980s and 1990s. 'People know the brand, but we want to reintroduce it back into their repertoire,' says Varone. To reacquaint drinkers with the brand, Campari hopes to entice more casual and daytime drinking occasions. Since the pandemic, consumers have been shifting their drinking more to brunch, the park, and other outdoor occasions in the daylight, and less late night partying. There's been a notable shift away from late night clubbing, a trend that's also correlated with Gen Z drinking less alcohol than prior generations. Lighter cocktails, often led by spritzes, have been more on trend. That's a pivot away from high octane moments that many have associated with Courvoisier over the decades, encapsulated in the late-night party music video for rapper Busta Rhymes' popular 2002 hit 'Pass the Courvoisier.' To reacquaint drinkers with Courvoisier, the cognac brand's owner Campari hopes to entice more ... More casual and daytime drinking occasions. 'Consumers have moved to lighter occasions, casual occasions, and daytime occasions,' says Varone. To that end, Courvoisier has been focusing on a lighter cocktail, mixing the cognac with lemonade. The mixture is depicted in the ad and held by Tran as she toasts with Bloody Osiris, who has a Courvoisier on the rocks. Another element of the 'Bring Your Own Courvoisier' campaign is a series of more informal, early evening gatherings that the cognac brand will host throughout the year, inspired by the French culinary tradition called 'dînatoire.' Campari's big marketing plans to reintroduce Courvoisier comes at a particularly challenging time for the cognac category. Cognac posted record growth in 2021 and again in 2022, but shipments tumbled by 22% to 165.3 million bottles, according to the industry's decision-making body the Bureau National Interprofessionnel du Cognac, and only grew by less than 1% in 2024. The 'Bring Your Own Courvoisier' cognac ad campaign was directed by Mark Anthony Green (left) and ... More stars actress Karrueche Tran (center) and fashion guru Bloody Osiris. The 'Big Four' cognac houses—Courvoisier, Rémy Martin, Hennessy and Martell—have faced geopolitical challenges in two of the industry's most vital markets. A trade dispute between China and France has badly bruised sales for the industry's titans, while in the U.S., import tariffs on many European goods—including cognac—have been an ongoing challenge. The industry also had to work through elevated stockpiles of cognac in the U.S. after demand spiked during the pandemic. 'There's a very evolving situation right now within the industry, so we're watching it very closely,' acknowledges Varone. 'But our strategy is really to just lean in on making sure that the brand is relevant to our consumers, relevant in culture, relevant in their everyday lives and making sure that Courvoisier is part of their repertoire.'
The Guardian
12-04-2025
- Entertainment
- The Guardian
Holy Cow review – unlikely French teen cheesemaker drama with a big heart
Here's something to tempt the appetites of fans of French cinema and artisan cheeses alike: Holy Cow, the first feature fim from French director Louise Courvoisier, has been a breakout success domestically (it won a prize at Cannes and a couple of Césars, and went on to win over French audiences in their droves). On paper, this tale of a rural teenage delinquent who dreams of glory in the annual comté cheesemaking competition sounds like any number of generic feelgood underdog tales. But there's a knack to making great rural cinema, which boils down to capturing the grit and spit and personality of the place rather than some sun-dappled romantic projection of a simpler life. It helps immeasurably that Courvoisier grew up in the same remote Jura farming community in eastern France where the film is set. It shows in every rough-edged, beer-drenched frame – this is earthy, sweaty, unvarnished film-making with dirt under its nails – and in particular it benefits the casting and direction of the phenomenal, largely nonprofessional actors. Courvoisier's storytelling approach is sensitive but resolutely unsentimental, despite the tragedy that underpins this coming-of-age story. Teenage deadbeat Totone (Clément Faveau) spends his summer drinking, fighting, chasing girls and tooling around on battered dirt bikes. Then his alcoholic, widowed father dies, leaving Totone responsible for a failing farm and his seven-year-old sister. Totone latches on to the cheese competition, with its generous prize money, as a quick-fix solution to his predicament. But to make cheese, he decides to steal milk from young farmer Marie-Lise (Maïwene Barthelemy). Ultimately, the comté is beside the point: the nourishment in this terrific, big-hearted drama comes from Courvoisier's satisfyingly full-blooded characters. In UK and Irish cinemas
Yahoo
08-04-2025
- Entertainment
- Yahoo
Moove Over, Snow White-French Blockbuster Holy Cow arrives UK and Irish Cinemas This Friday
The multi-award-winning French blockbuster Holy Cow is set to charm audiences in the UK and Ireland as it hits cinemas this Friday, 11 April 2025. LONDON, April 8, 2025 /PRNewswire/ -- The debut feature by director Louise Courvoisier, Holy Cow first captivated audiences at the 2024 Cannes Film Festival, where it impressed the Un Certain Regard jury so much that they awarded it a Special Youth Jury Prize. Since then, the film has become a major success in France, grossing over $6.5 million (£5 million) at the box office—outperforming OscarⓇ-winning films Anora, The Substance, and The Brutalist. It has also received widespread critical acclaim, winning both a Lumière Award for Best First Film and a César Award in the same category for Courvoisier. The film's lead actors have also been recognised, with Clément Faveau winning the Lumière Award for Most Promising Actor and Maïwène Barthèlemy taking home the César Award for Female Revelation. Set against the bucolic backdrop of France's Jura region—where Courvoisier hails from—Holy Cow follows Totone (Clément Faveau), a young man who, after the passing of his father, enters an elite Comté cheese-making competition in the hope of winning the prize and providing for his seven-year-old sister. With the help of his two best friends, he embarks on a heartwarming and hilarious journey of cheese-making, self-discovery, and romance, wooing a capable and no-nonsense farmer's daughter (Maïwène Barthèlemy) along the way. Featuring a cast of mostly non-professional actors recruited from the Jura region, Courvoisier also made it a family affair, enlisting various relatives to contribute to everything from set design to the light and summery soundtrack. The film delivers an authentic slice of rural France, proving that, much like cheese, life only gets better with age. Hailed by Time Out as "a moving and humorous coming-of-age story told with brio, avoiding the usual divots of social realism misery," and "delicious on crackers," while Next Big Picture describes Courvoisier as "a passionate new voice in French cinema"—testaments to the film's authenticity and Couvoisier's talent. Catch it in UK and Irish cinemas from 11 April! Images and press assets: For more information on the release and sites Official Trailer For more information please contact:Yung Kha / +44 7788 546 706 Photo - View original content to download multimedia:
The Guardian
01-04-2025
- Entertainment
- The Guardian
The full comté: quest to make a semi-hard cheese is French cinema's breakout hit of the year
Louise Courvoisier grew up the daughter of farmers in France's eastern Jura region and, by the time she was 15, was desperate to leave this backwater. So she chose a boarding school 100km away in Besançon that happened to offer a cinema course. 'I really needed to get out, for sure,' says the director, now 31. 'But after my studies I needed to come back, and I had a new point of view. Leaving let me look at things differently and see what others don't see. And I think that, without getting that distance on the region, I couldn't have made this film.' The film in question is Holy Cow, a rough-edged, sharp-tongued but good-hearted tale about one teenager's quest to make a prize-winning wheel of comté cheese, a Jura speciality. The story appears to be comparable to the likes of The Full Monty or Brassed Off – British underdog comedies that Courvoisier admires for their social conscience. But actually it is rawer and more immediate. It is anchored in the predicament of its protagonist, Totone, who is left to provide for his younger sister after their alcoholic father kills himself driving – and the pent-up isolation and frustration of the French countryside presses in. Next to Marcel Pagnol nostalgia, the film is a heady huff of diesel oil; its French title, Vingt Dieux, is a local exclamation literally meaning '20 gods!' It was always Courvoisier's goal to cow-tip the stereotypes visible among what she dismisses as the 'annual quota of French rural films'. But bringing a crew into the region to film there was risky. 'It was very delicate because people from the Jura are kind of wild, because it's such a remote region,' she says in a Zoom call, her backdrop the stone wall of the farmhouse she shares with her parents and siblings. 'They're never in contact with people from elsewhere, so there's this distrust of anything from outside.' Added to that was Holy Cow's unfiltered approach: it loiters in the sozzled village fetes and demolition derbies that punctuate rural boredom, and focuses on the ne'er-do-wells and marginalised. 'I think most people in the region would have preferred if my main character was someone ambitious who takes over a farm and gives a flamboyant image of the countryside,' says Courvoisier. 'But instead I decided to talk about those people everyone wants to hide.' In doing so, she joins a recent cadre of French films with a more abrasive and complex take on the countryside, such as those of Alain Guiraudie, and 2023's Super-Bourrés (Super Drunk) and Chiens de la Casse (Junkyard Dog). Courvoisier got the Jurassiens onside by involving them as much as possible in the production, most significantly by casting local non-professionals. Lead actor Clément Faveau, whose performance is fantastically irate and determined, is a poultry farm worker in real life. After he initially refused the role, she worked on him until he accepted. 'That mixture of violence and fragility that was written on his face, in his eyes, was exactly what I was looking for,' she says. 'I think his personality isn't always easy for him or those around him to handle because he's really highly strung.' Courvoisier's attachment to the area isn't just academic. Like the rest of her family, she divides her time between artistic activities and working on the farm, which produces cereals only using animal labour. With a thick mop of wavy black hair, and wearing a Princeton T-shirt, she has the fresh-faced complexion of someone who doesn't solely spend their time in editing suites. In mid-March when we talk, the serious labour hasn't yet begun – but she's trying to get rid of nesting bees in the walls. 'You're detaching yourself completely from reality when you make cinema,' she says. 'So it helps me to have another activity that's satisfying and concrete.' Furthering the artisanal feel, Courvoisier's family – her 'pack', as she calls them – were also closely involved with the film. Her parents, who were touring baroque musicians before they were farmers, and one of her brothers composed the score; her other brother and sister did the set design. Despite the artistic background, Courvoisier didn't have a cinephile upbringing. With the nearest cinema 20km away, the family usually spent DVD evenings in front of commercial Hollywood fodder such as Pirates of the Caribbean and Jaws. Strangely for a small independent film, blockbusters were what Courvoisier and her cinematographer on Holy Cow often watched for inspiration. Fast and Furious films were a point of reference for the demolition derby scenes. And as a way of getting round the difficulty of filming beds interestingly, she used what she calls the 'Magic Mike shot': a painterly juxtaposition of two lovers' faces. 'My influences aren't just cinephile or intellectual, but also mainstream,' Courvoisier says. 'It's interesting to work out how certain films attract such large audiences. Even if we're making something very different, I like to try and have that generosity.' By Jura standards, Holy Cow hit the big time: far surpassing box office expectations, it also earned two César awards, including best debut for Courvoisier. She thinks the film has created an excitement and a sense of pride in seeing the region's reality up on screen. And she hopes that, by pulling in both urban and rural audiences, it may get the metropolitan networks who control cinema more interested in provincial film-makers and their outlook. In any case, she is staying put. 'For now, I have no desire to go elsewhere. I need a mixture of fantasy and real life that I wouldn't necessarily find outside of the Jura's borders. It's my arena of cinema.' Holy Cow is in US cinemas now and released in UK cinemas on 11 April
