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|Friday, July 06, 2012||09:00|
(drinks media wire) – Maxxium UK is to host a unique immersive cocktail event this summer, as part of its Courvoisier Cocktails on a Grand Scale campaign, to raise the profile of Courvoisier as a premium mixable spirit.
From 12-14 July 2012, consumers are invited to a pop-up event at The Heritage Rooms in Bloomsbury Square London, where their perception of cognac cocktails will be transformed by Courvoisier through a surreal and explorative experience. Guests will be taken on a unique journey through a network of contrasting rooms, bringing to life three classic cocktails, Courvoisier Punch, Courvoisier Champagne cocktail and Courvoisier Sazerac. Consumers will have the sensation of stepping inside a cocktail and will experience atmospheric music and lighting, food pairings, key aromas, and three different bars to discover the personality and characteristics of each cocktail. Highlights of the event include a grand Rococo ballroom, an art gallery of Punch ingredients and a New Orleans apothecary. Guests will enjoy Courvoisier cocktails, and discover secret spaces in each room, moving freely through this experience filled with characters bringing each cocktail to life.
Courvoisier has collaborated with three top London bartenders to curate this unforgettable experiential event. Annabel’s bar manager Mickael Perron (Punch), The Paramount bar manager Amanda Humphrey (Champagne cocktail) and Rules bar manager Chris Lacey (Sazerac) will each host the bar of their dedicated cocktail room on the VIP opening night on 12 July.
Maxxium UK’s marketing controller for Courvoisier, Chris Anderson says: “As the UK’s number one cognac, we have been working closely with the on-trade over recent years to revolutionise cognac via mixability and have developed a track record for grand scale projects such as the Architectural Punchbowl where we flooded an entire basement in central London with the biggest punchbowl. As part of this year’s Courvoisier Cocktails on a Grand Scale campaign, this unique and engaging experience will enhance Courvoisier’s reputation as the revolutionary cognac house and open consumers’ eyes to the wonders of cognac as a component in cocktails.”
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 www.mixxit.co.uk
|Company: Beam Inc.|
|Address: 510 Lake Cook Road, - Deerfield, IL 60015|
|Country: UNITED STATES|