Courvoisier takes on Jack Daniel's and Johnnie Walker

The company is aiming for a group of 1.7 million people within that, that they have termed the “young and restless.”

These are affluent (34% earn more than £50,000), chiefly based in London and the South East, male and females.

To target the group, the company has ditched the emphasis on cocktails, which has been the cornerstone for promoting Courvoisier in recent years, and is aiming to dispel some of the myths around Cognac drinking, such has having to use a specific glass or only drinking it after dinner.

“To increase consumption we need to transcend the Cognac category,” said marketing controller for luxury brands, Chris Anderson. “The ambition is to get Courvoisier into the mix of premium spirits and turn at least one of the drinks of the evening into a Courvoiser.”

To achieve this Maxxium has invested in a new campaign for the brand, the first in two years, with a new slogan “Here’s To Now,” which will include print and poster advertising and sponsorships including a partnership with the night-out planning app YPlan to, “encourage consumers to enjoy the brand in cocktails, at dinner, on holiday and with friends.”

“We will also be working closely with on-trade venues to drive the campaign,” said Anderson.

“We’ll be offering meals, drinks and really amazing experiences to consumers, as well as hosting some great activity in venues. It’s about getting people out and then keeping them there,” he added.

The last campaign for Courvoisier, entitled Cocktails on a Grand Scale, concentrated on creating mixed drinks.