Campari Group Reimagines Courvoisier With Bold “Bring Your Own” Campaign

In a sweeping move set to redefine the narrative of one of the world’s most storied cognac houses, Campari Group has unveiled its first marketing campaign for Courvoisier since acquiring the brand. More than a typical spirits promotion, this campaign signals a dramatic shift in how legacy brands can engage a new generation—one that values authenticity, inclusivity, and the alchemy of shared experience. At the heart of this revitalization is a cinematic short film, immersive cultural events, and a retail push that seeks to make Courvoisier not just a drink of choice, but a cultural catalyst.

A New Era for a Cognac Icon

For over two centuries, Courvoisier has occupied a revered place in the world of fine spirits. Its storied legacy, woven through the salons of Paris and the jazz clubs of Harlem, has long been associated with sophistication and exclusivity. Yet, even legends must evolve to stay relevant. Enter Campari Group, a powerhouse in building brands that resonate across borders and generations.

The acquisition of Courvoisier marked both a strategic expansion for Campari and an opportunity to inject fresh energy into a heritage brand. The newly launched campaign is not just a marketing exercise; it is a statement of intent—a bid to reposition Courvoisier at the epicenter of contemporary culture, connection, and creativity. In an industry where tradition can often become a straightjacket, Campari’s approach signals bold confidence and a willingness to rewrite the rules.

“Bring Your Own Courvoisier”: The Pregame Becomes the Main Event

The campaign’s rallying cry, “Bring Your Own Courvoisier” (BYOCV), is more than a clever tagline. It encapsulates a shift from luxury as formality to luxury as an experience—one that is shared, spontaneous, and deeply personal. Campari Group’s message is clear: Courvoisier is no longer reserved solely for rarefied celebrations or exclusive circles. Instead, it is an invitation to make every gathering—large or small, planned or impromptu—a moment to savor.

Central to this messaging is the campaign’s evocative tagline: “the pregame becomes the main event.” This line deftly taps into the zeitgeist of today’s social culture, where anticipation, camaraderie, and the build-up to larger events are often the moments most cherished. By reframing the pregame as the highlight, Campari positions Courvoisier as the spirit that elevates the ordinary into the extraordinary—a companion to life’s most electric connections.

The Courvoisier Call: A Filmic Ode to Connection

Leading the charge is an immersive new film, “The Courvoisier Call.” Directed by the acclaimed Mark Anthony Green, the film stars cultural tastemakers Karrueche Tran, celebrated for her dynamic presence in entertainment, and Bloody Osiris, a fashion influencer known for his boundary-pushing style. Their casting is no accident; both represent the confluence of street credibility, creative innovation, and mainstream appeal.

Rather than a traditional advertisement, The Courvoisier Call is designed as a visual manifesto—an invitation to witness the transformative power of anticipation and togetherness. By spotlighting the moments before the main event, the film not only showcases Courvoisier’s liquid credentials but anchors the brand firmly within the rhythms of contemporary nightlife and culture.

For Campari Group, this film is more than a launchpad. It is a bold declaration of Courvoisier’s new creative approach, one that eschews staid luxury tropes in favor of vibrant storytelling, inclusivity, and the unfiltered joy of coming together. The choice of Mark Anthony Green as director further underscores a commitment to authenticity and artistic edge, ensuring the campaign resonates beyond traditional advertising channels.

“Dînatoire” Series: Elevating the Social Gathering

Beyond the screen, the campaign unfolds in the real world with the introduction of the Courvoisier Dînatoire—a series of elevated events staged throughout the year in major US cities. These gatherings are not simply branded parties; they are immersive experiences designed to celebrate culture, community, and the unique role of Courvoisier in amplifying the excitement of social gatherings.

The Dînatoire concept draws inspiration from the French tradition of informal, food-forward gatherings where the lines between cocktail hour and dinner blur. By translating this conviviality to an American context, Campari Group demonstrates a nuanced understanding of both heritage and modern social dynamics. Each event serves as a living expression of the BYOCV ethos—dynamic, inclusive, and unforgettably Courvoisier.

In an age where consumers crave not just products but experiences, such activations are invaluable. They offer Courvoisier loyalists and curious newcomers alike a chance to engage with the brand in tactile, memorable ways—reinforcing emotional bonds and creating new rituals around the spirit.

Retail Activations: BYOCV at the Point of Purchase

Recognizing that brand transformation must extend beyond aspirational content, Campari Group has also invested in on-the-ground activations across key US retail markets. These initiatives include giveaways of custom reusable bags to customers who purchase Courvoisier, turning an everyday transaction into a moment of delight and reinforcing the BYOCV message at the point of purchase.

Such retail strategies are astute. In a crowded spirits landscape, the ability to capture consumer attention—and foster brand affinity—during the decision-making process is critical. The reusable bags serve a dual purpose: they are practical, sustainable, and subtly encourage consumers to make Courvoisier a part of their own gatherings, further blurring the line between brand and lifestyle.

Modernizing a Legacy: Why This Matters

At its core, Campari Group’s Courvoisier campaign is about more than driving sales or boosting visibility. It is a case study in how legacy brands can harness the power of contemporary culture, inclusive storytelling, and immersive experiences to stay relevant and compelling. By focusing on moments of connection—rather than the trappings of exclusivity—Courvoisier is positioned to appeal to both devoted cognac enthusiasts and a new generation of culturally attuned drinkers. This approach is particularly relevant at a time when consumers are increasingly skeptical of traditional advertising and crave brands that reflect their values and lifestyles. Campari Group’s willingness to invest in storytelling, cultural relevance, and meaningful experiences signals a new playbook for the spirits industry—a playbook that others would do well to study.

The Road Ahead: Implications for the Industry

The launch of the “Bring Your Own Courvoisier” campaign is likely to reverberate far beyond the cognac aisle. It raises important questions for the broader beverage and luxury sectors: How can heritage brands maintain their allure while embracing modernity? What does it mean to create inclusive, culture-forward experiences without diluting brand equity?

For Courvoisier, the answer lies in a delicate balance—honoring its rich past while boldly stepping into the future. Campari Group’s strategy offers a blueprint for legacy brands seeking to remain indispensable in an ever-evolving landscape. By making the pregame the main event, they remind us that the most memorable moments are often those we create together, glass in hand.

As Courvoisier embarks on this new chapter, the world will be watching. The question is not just whether this campaign will succeed, but how it might inspire a new era of storytelling, connection, and celebration across the industry.