Stephanie DeBartolomeo

In dramatic understatement, Stephanie DeBartolomeo, Allied Domecq's group marketing director for Courvoisier and Sauza says, "We were flattered that such a popular icon so embraced us."But was this a brilliantly orchestrated scheme, or a true case of art imitating life?Both Busta and Allied Domecq maintain their independence."There was no affiliation with Busta or P. Diddy.I think this recent phenomenon epitomizes how we have modernized a classic in the eyes of urban trendsetters who now embrace Courvoisier as part of their lifestyle."says DeBartolomeo.
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"I think it's clear that there is a very elite set of urban trendsetting people who influence not only urban culture, but popular culture, and even worldwide culture," says DeBartolomeo.

In dramatic understatement, Stephanie DeBartolomeo, Allied Domecq's group marketing director for Courvoisier and Sauza says, "We were flattered that such a popular icon so embraced us."But was this a brilliantly orchestrated scheme, or a true case of art imitating life?Both Busta and Allied Domecq maintain their independence."There was no affiliation with Busta or P. Diddy.I think this recent phenomenon epitomizes how we have modernized a classic in the eyes of urban trendsetters who now embrace Courvoisier as part of their lifestyle."says DeBartolomeo.
...
"I think it's clear that there is a very elite set of urban trendsetting people who influence not only urban culture, but popular culture, and even worldwide culture," says DeBartolomeo.

"Courvoisier really led the charge with showing that cognac is versatile, that it does not just have to be in a snifter," said Stephanie DeBartolomeo, group marketing director at Allied Domecq.

Hennessy aims to pump up holiday sales with its festive p-o-s materials.

Though expanding consumers' perceptions of Courvoisier's uses, Allied Domecq's marketing efforts also emphasize some core qualities of the brand and of cognac as a whole."Cognac is probably the most luxurious brown good -- and that is how consumers perceive it," said DeBartolomeo.The brand has been holding Club Courvoisier events on-premise, in markets where legal."These are more than just sampling opportunities," said DeBartolomeo."They show the brand to be sociable, fashionable, leading-edge."

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L'Espirit de Courvoisier is, DeBartolomeo said, the oldest and most expensive of them all.A 750-ml bottle -- a Lalique decanter, actually -- of this limited-edition cognac retails for $5,000.

At that price, of course, sales of L'Espirit will be very small.However, many brands are establishing upscale products, at the VSOP and XO levels, which will enable consumers to trade up more frequently.

"It's like Scotch," explained Hennessy's Sorota."With that spirit, a consumer might come in on a blend and then move into single malts."Hennessy's higher-end brands are XO, which retails for $120, and Paradis, introduced this year, which comes in a decanter and retails for $240.

"It was time for us to move on," say Stephanie DeBartolomeo, group marketing director.