Dive Brief:
- Courvoisier, a Campari Group brand, is embracing house party culture for its first global campaign in nearly two decades, according to a press release.
- “Pass The Courvoisier” will run across out-of-home, retail, TV, social and live experiences. A video directed by Grammy Award-winner Ibra Ake places the cognac at the center of a party.
- Nearly a third of consumers want to host more intimate gatherings at home over the next year, according to data shared by the brand. The campaign comes as spirit brands figure out how to reach Gen Zers, whose drinking habits are different from previous generations.
Dive Insight:
Courvoisier’s latest campaign, which was created in partnership with BBDO Paris, addresses shifting attitudes toward alcohol consumption, especially among Gen Z consumers. “Pass The Courvoisier” ditches the standard upscale bar or lounge usually utilized by spirit brands for a more relaxed and intimate setting. The house party, like cognac, has long been a staple of hip-hop culture, and the campaign takes its name from a Busta Rhymes song.
Ake, who won a Grammy in 2019 for his work on the music video for Childish Gambino’s “This is America,” makes a house party the backdrop for the brand video. A bottle of Courvoisier is passed between rooms, connecting different conversations and people in an attempt to replicate the spontaneity and thrill of being at a party. The minute-long video was filmed in Atlanta, which is considered to be the hip-hop capital of America.
In the days following the launch of the campaign on Oct. 20, the brand is set to host two activations in New York City. “Pass The Courvoisier: The Living Room” is set to take place on Oct. 21 at Fosun Plaza. Hosted by former “106 & Park” personalities Terrence J and Rocsi Diaz, the plaza will become an open living room where fans can engage in conversations around culture, hospitality and other topics.
The next day, the brand is throwing its own house party with House of Courvoisier, a phone-free event where attendees move through rooms with different takes on modern hospitality. It will be cohosted by Fun With Friends, a community-centric lifestyle brand, and Missing Ingredient, an events company.
The house party holds fond memories for many, with 70% of U.S. and U.K. residents having attended one, with 60% saying they formed some of their best memories at other people’s houses, per research shared with Marketing Dive. One in five people have met someone at a house party they wouldn’t have met otherwise and the same number say they made a lifelong friend, according to a survey conducted by Censuswide of 2,500 consumers 21-50 years of age in the U.K. and the U.S.
As consumers seek to spend more time off of their devices, experiential events have become a go-to for many marketers looking to meaningfully interact with consumers. “Pass The Courvoisier” embraces the increased desire for togetherness and time spent free from screens.
Campari completed the acquisition of Courvoisier Holding France S.A.S. in 2024 for $1.17 billion dollars. The company saw a sales decline of 1% YoY for the six months ended June 2026, per an earnings report. However, its House of Cognac & Champagne segment saw a net sales growth of 4.6%, largely because of Courvoisier’s strong performance in South Africa and Asia-Pacific, along with stable U.S. presence.
