Courvoisier’s First Global Campaign in Nearly 20 Years Moves Spirits Marketing From the Bar to the House Party

Campari Group’s cognac brand Courvoisier has launched “Pass The Courvoisier,” its first global campaign in nearly two decades — and it trades the usual upscale bar for a house party. The campaign runs across out-of-home, retail, TV, social and live experiences.

The creative: one bottle, many rooms

The minute-long hero video was directed by Ibra Ake, who won a Grammy in 2019 for his work on Childish Gambino’s “This is America” video. A bottle of Courvoisier moves from room to room, linking different conversations and people to capture the spontaneity of a good party.

• Agency: created with BBDO Paris
• Name: borrowed from a Busta Rhymes song — both house parties and cognac have long roots in hip-hop culture
• Location: filmed in Atlanta, often called the hip-hop capital of America

Two live activations in New York

On Oct. 21, “Pass The Courvoisier: The Living Room” turns Fosun Plaza into an open living room hosted by former “106 & Park” personalities Terrence J and Rocsi Diaz, with conversations on culture and hospitality. The following day, “House of Courvoisier” is a phone-free house party where guests move through rooms that each take a different angle on modern hospitality. It is cohosted by lifestyle community brand Fun With Friends and events company Missing Ingredient.

Why a house party? The data behind the idea

According to the brand, nearly a third of consumers want to host more intimate gatherings at home over the next year. A Censuswide survey of 2,500 people aged 21 to 50 in the U.S. and U.K. adds:

• 70% have attended a house party, and 60% say they formed some of their best memories at other people’s homes.
• One in five met someone they otherwise wouldn’t have, and the same share made a lifelong friend.

The backdrop is Gen Z’s changing relationship with alcohol. Spirits brands are shifting from selling a venue to selling time spent together. South Korea shows a similar split between falling volume and steady purchasing — see Korea Alcohol Consumption Trends: Shipments Hit a 27-Year Low.

The business context

Campari bought Courvoisier in 2024 for $1.17 billion. Group sales fell 1% year over year in the six months ended June 2026, but its House of Cognac & Champagne segment grew net sales 4.6%, helped by Courvoisier’s strength in South Africa and Asia-Pacific and a stable U.S. business.

Takeaways for marketers

1. Change the setting, change the message. At the bar, cognac signals status; in the living room, it signals connection. Where you place the product is your positioning.
2. Live experiences can target screen fatigue. A phone-free party speaks directly to consumers who want time off their devices — a theme Pinterest also pushed in Pinterest Tells Brands to Send People ‘Back Into Their Life’.
3. Cultural ties need real anchors. The song title, the filming city and the director all connect to hip-hop culture, which makes the borrowed credibility feel earned.