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Maxxium’s New Cognac

manreadingMaxxium UK is launching a new luxury Cognac, L’Essence de Courvoisier, aimed at connoisseurs which retails at £1,800 a bottle. The launch is part of Maxxium UK’s £12m spend on the brand this year.

L’Essence de Courvoisier has been developed by master blender Jean Marc Olivier and is a blend of over 100 rare eaux-de-vie from the most exclusive Cognac crus, Grande Champagne and Borderies.

Special reserves from the early 20th century have been combined with eaux-de-vie from the 1970s and 1980s.
The global launch of L’Essence de Courvoisier takes place at London’s Harrods store where a bottle of L’Essence de Courvoisier will feature in a new shop display through September.

At 42% ABV, L’Essence de Courvoisier is a rich and full-bodied Cognac with hints of liquorice, dried plum and apricot, and offers a long finish.
In the Courvoisier portfolio it sits between Initiale Extra which retails at £250 and JS Succession at £3,500.

Maxxium UK’s marketing manager for Courvoisier, Janice McIntosh said: “The launch highlights Courvoisier’s position in the luxury spirits arena and is part of our ongoing commitment to driving value into the category and maintaining our position as the UK’s number one cognac.”

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Sunday, December 17, 5:41 pm

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