Campari Group has launched “Pass The Courvoisier”, the first global marketing campaign for Courvoisier cognac in nearly 20 years. The campaign puts Courvoisier VS in the spotlight and links the cognac to the atmosphere of a house party, where the bottle is set on the table and shared among friends.
The campaign includes a TV spot, social media content and out-of-home advertising. Louise Dennett, managing director of Campari Group’s House of Cognac & Champagne division, described it as an expression of “our spirit of hospitality today”, stressing the idea that the finest bottles are made to be poured and shared. The group presents it as the start of a long-term creative platform shift, with further news on the brand’s repositioning expected in 2027.
Campari acquired Courvoisier from Suntory Global Spirits for $1.2 billion in a deal completed in 2024. In the first half of 2026, the brand’s sales rose 6.3% year on year.
Courvoisier is also available at Mister Tabaco: see Courvoisier V.S. in our store or the full alcohol category.
Source: Global Drinks Intel