Courvoisier Cognac has unveiled ‘Pass The Courvoisier’, its first global campaign in almost two decades, celebrating hospitality and spontaneous connection. The campaign launches today across TV, social, out-of-home, retail and live experiences, and is fronted by a new film from Grammy Award-winning creative Ibra Ake.
Set during a house party, Ake’s film follows a bottle of Courvoisier as it moves from hand to hand and room to room.
Ake won a Grammy in 2019 as a producer on Childish Gambino’s music video “This Is America”. He has also written numerous episodes for the Emmy Award–winning series Atlanta.
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READ THE STORYThe campaign features the track “Like a Movie” by Labrinth.
According to the brand, the film captures the collective energy and generosity that emerge when people gather, connecting conversations and encounters to the rallying cry, “Pass The Courvoisier.”
The brand said the campaign is a celebration of “legendary hospitality and the spontaneous connections that happen when people come together.”
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The activation reaches New York this week with The Living Room, a surprise public pop-up. The pop-up will be hosted by entertainment hosts Terrence J and Rocsi Diaz, with a special appearance by Grammy Award-winning artist Coi Leray, on October 21 at Fosun Plaza.
On October 22, Fun With Friends and Missing Ingredient will host the House of Courvoisier, described by the brand as “an immersive, no-phone house party.”
The campaign marks the latest push behind the Cognac house under new ownership. Italy’s Campari Group completed its billion-dollar acquisition of Courvoisier Cognac from Suntory Global Spirits, in a deal announced in December 2023 that saw Campari buy the brand for US$1.17bn (£880m).
At the time of the acquisition announcement, Campari said the deal is the largest in the Milan-based group’s history.
The US is a key market for the brand. The United States is the most important market for Courvoisier, accounting for approximately 60% of the brand’s net sales at the time of acquisition.
The campaign follows Courvoisier’s ‘Bring Your Own Courvoisier’ effort, which launched in 2025 as part of Campari’s wider strategy to reposition Cognac for a new generation of drinkers.
