The cognac brand, which is owned by Beam Global, plans to add 9% to its budget, taking it to £12m next year.
Claire Richards, brand manager for Courvoisier UK, said next year's programme would target younger consumers. 'We will be doing experiential in the off- and on-trade. It's a totally different move for us', she said.
She added that the activity, which will be run by experiential agency White Label, would 'communicate the versatility of the product'.
Earlier this month, Beam Global introduced 400 new members to its invitation-only entrepreneurs' network, the Courvoisier Future 500 Network, through a media partnership with The Observer. The scheme, which was created by the drinks company, is in its second year.
Courvoisier is the best-selling cognac in the UK. It has a 49% share of the off-trade market and in the year to September its value sales rose by 6%, according to Nielsen.
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