| Courvoisier | |
| OWNING NAPOLEON |
| Altos de Tamaron |
| Aqualibra |
| Bend in the River |
| Blockhead |
| Candy Addicted |
| Chamarré |
| Chileno |
| Courvoisier |
| Domus |
| Gleneagles |
| Glenrothes |
| Harveys Bristol Cream |
| Lucinda Ellery |
| Old Parr |
| Pimm's |
| Swanson |
Blackburn’s reasoned that having the only French sounding name of the top four (Hennessy’s for example couldn’t claim this!) ‘Frenchness’ and a more overt expression of the internationally understood and recognisable Napoleon would helpto strengthen the brand portfolio. Out went conventional maroon, favoured by most cognacs large and small; in came ‘French Blue’. These strong elements lay the foundations for the brands development.
Being one of the worlds top four cognac brands, Courvoisier needed to consolidate this position and increase its share in markets where it was weakest.
A visual audit exposed the brand as having weak shelf presence, few premium cues and inconstant identity across the range. The brand, however did possess ‘The Cognac of Napoleon’ featured in a minor supporting role on the packaging.
