Versatile Virtue
Courvoisier Exclusif Strives to Be Home Base For Cocktails

Growth in the superpremium Cognac category may have just experienced another significant growth spurt. Beam Global Spirits & Wine Inc. and Courvoisier Cognac recently completed the first phase of the U.S. launch of Courvoisier Exclusif Cognac. Exclusif was designed as a mixable cognac with a distinctive, mellow and fine taste, and with the revival of the cocktail culture, Beam and Courvoisier have set out to compete with vodkas and other base spirits in cocktails. Exclusif is a super-premium cognac characterized as a modern take on the classic Courvoisier portfolio, an image that allows the brand to continue capitalizing on the current growth of the super-premium VSOP category.

Exotic Origins
“The impetus for the product came from outside the United States,” explains Chris Mahoney, brand director for Courvoisier. “The product launched in Asia. It definitely had success, and we took a look at the trends in the United States. The cocktail culture continues to evolve, and it’s all about the newest drinks and newest flavors. Exclusif originally launched for the Asian market, where Cognac consumption is a popular trend. Courvoisier Master Blender Jean-Marc Olivier’s goal was to craft a super-premium cognac that would not dilute when served as a cocktail, and it was very important that the consumer be able to taste the smooth, almost sweet flavor of Exclusif. After just four years in market, Exclusif experienced exponential growth of 724 percent between 2003 and 2007 in its largest market, China. “The other thing is the trend toward premiumization; it just seems neverending,” Mahoney says. “We knew from work we had done with our existing products that there was already some experimenting happening with different mixers.” The point of difference among Cognacs, Mahoney says. “The versatility is tremendous,” Mahoney says. “When you drink a mixed cocktail with Exclusif, you still get the complexity of the Exclusif coming through, which adds a distinct taste to the cocktail.” A best in class gold medal winner at both the 2006 and 2007 International Wine & Spirit Competitions, Exclusif is aged between six and 12 years.