Latest news with #brandy
Forbes
15 hours 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.'
Reuters
3 days ago
- Business
- Reuters
China says it may speed up rare earths application approvals from EU
SHANGHAI, June 7 (Reuters) - China said on Saturday it was willing to accelerate the examination and approval of rare earth exports to European Union firms. A statement on the commerce ministry's website also said it plans to issue a final announcement on its trade investigation of brandy imports from the EU on July 5, saying that the two sides were discussing a price pledge.
Yahoo
3 days ago
- Business
- Yahoo
China says it may speed up rare earths application approvals from EU
SHANGHAI (Reuters) - China said on Saturday it was willing to accelerate the examination and approval of rare earth exports to European Union firms. A statement on the commerce ministry's website also said it plans to issue a final announcement on its trade investigation of brandy imports from the EU on July 5, saying that the two sides were discussing a price pledge. Error while retrieving data Sign in to access your portfolio Error while retrieving data Error while retrieving data Error while retrieving data Error while retrieving data
Malay Mail
3 days ago
- Business
- Malay Mail
China's US$1.7b taste for cognac faces July 5 tipping point
BEIJING, June 7 — China and France have agreed to resolve their trade disputes through dialogue, China's foreign ministry said yesterday, though there was no indication that agreement had been reached in talks on lifting Chinese levies on European brandy. Talks to resolve the cognac dispute accelerated this week with China's commerce minister Wang Wentao meeting his French counterpart in Paris on the sidelines of an OECD conference, and technical talks on the matter taking place in Beijing. The latest round of negotiations has raised hopes of a settlement, two industry sources with knowledge of the discussions said. 'The two sides have reached consensus on resolving economic and trade issues through dialogue and consultation', the Chinese foreign ministry said after a call between the Chinese and French foreign ministers. Chinese anti-dumping measures that applied duties of up to 39 per cent on imports of European brandy — with French cognac bearing the brunt — have strained relations between Paris and Beijing. The brandy duties were enforced days after the European Union took action against Chinese-made electric vehicle imports to shield its local industry, prompting France's President Emmanuel Macron to accuse Beijing of 'pure retaliation'. The Chinese duties have dented sales of brands including LVMH's Hennessy, Pernod Ricard's Martell and Remy Cointreau. Beijing was initially meant to make a final decision on the duties by January, but extended the deadline to April and then again to July 5. China is seeking to strengthen trade ties with the 27-member bloc as relations with the United States have soured in the escalating trade war. 'France will not compromise on ... the protection of its industries, such as cognac,' French trade minister Laurent Saint-Martin said after talks with Wang on Wednesday. Chinese officials, meanwhile, signalled to industry officials during three rounds of technical meetings in Beijing this week they wanted to settle the matter, one of the sources said, but added some sticking points remained. With annual imports of around US$1.7 billion (RM7.2 billion) last year, China is the French brandy industry's most important measured by value and the second-largest by volume after the United States. — Reuters
Reuters
3 days ago
- Business
- Reuters
China says it is working with France on trade differnces, no sign yet of a cognac deal
BEIJING/PARIS, June 6 (Reuters) - China and France have agreed to resolve their trade disputes through dialogue, China's foreign ministry said on Friday, though there was no indication that agreement had been reached in talks on lifting Chinese levies on European brandy. Talks to resolve the cognac dispute accelerated this week with China's commerce minister Wang Wentao meeting his French counterpart in Paris on the sidelines of an OECD conference, and technical talks on the matter taking place in Beijing. The latest round of negotiations have raised hopes of a settlement, two industry sources with knowledge of the discussions said. "The two sides have reached consensus on resolving economic and trade issues through dialogue and consultation", the Chinese foreign ministry said after a call between the Chinese and French foreign ministers. Chinese anti-dumping measures that applied duties of up to 39% on imports of European brandy - with French cognac bearing the brunt - have strained relations between Paris and Beijing. The brandy duties were enforced days after the European Union took action against Chinese-made electric vehicle imports to shield its local industry, prompting France's President Emmanuel Macron to accuse Beijing of "pure retaliation". The Chinese duties have dented sales of brands including LVMH's ( opens new tab Hennessy, Pernod Ricard's ( opens new tab Martell and Remy Cointreau ( opens new tab. Beijing was initially meant to make a final decision on the duties by January, but extended the deadline to April and then again to July 5. China is seeking to strengthen trade ties with the 27-member bloc as relations with the United States have soured in the escalating trade war. "France will not compromise on ... the protection of its industries, such as cognac," French trade minister Laurent Saint-Martin said after talks with Wang on Wednesday. Chinese officials, meanwhile, signalled to industry officials during three rounds of technical meetings in Beijing this week they wanted to settle the matter, one of the sources said, but added some sticking points remained. With annual imports of around $1.7 billion last year, China is the French brandy industry's most important measured by value and the second-largest by volume after the United States.
