Courvoisier Launches First Global Campaign in 20 Years
The brand returns to international advertising with a new campaign titled Pass The Courvoisier.
Updated on Oct. 19, 2026 in Cocktails
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Cognac maker Courvoisier has debuted a global marketing campaign titled Pass The Courvoisier, marking the brand's first international effort in nearly 20 years. The campaign utilizes a wide range of platforms, including television, social media, and digital channels.
Why it matters
The initiative aims to honor the company's long-standing heritage of hospitality and shared social experiences. By reconnecting with a worldwide audience, the brand seeks to highlight its connection to celebratory moments.
The campaign is the first global marketing effort for the brand in nearly 20 years. It celebrates a legacy that spans nearly 200 years of operation.
The players
Courvoisier
A long-standing producer of cognac with a company history that spans nearly 200 years.
Ibra Ake
A Grammy Award-winning director who created the film for the new global marketing campaign.
The details
Featuring a short film directed by Grammy Award-winning filmmaker Ibra Ake, the advertisement depicts a bottle circulating through an Atlanta, Georgia house party to foster guest connections. The content is being distributed across out-of-home, retail, and digital spaces.
Timeline
The campaign launch was announced on October 19, 2026.
Culture Shift
This campaign reflects the broader trend of heritage spirits brands moving away from traditional static ads toward experiential storytelling. By focusing on shared social moments, the brand aligns itself with a modern consumer preference for lifestyle-oriented marketing.
Consumers can expect to see the new advertisements across various digital platforms, social media, and local retail outlets. The campaign is designed to engage international audiences through its focus on social hospitality and shared experiences.
The takeaway
The campaign emphasizes the role of spirits in bringing people together during social events. Readers can look for the new creative content as it rolls out across digital and traditional media channels worldwide.
Further reading
Discover more about the evolving world of premium beverages in our Cocktails section.
Live Poll
Do global advertising campaigns change how you view alcohol brands?
