Couvoisier launch at Sentosa Cove

Event Relaunch of Courvoisier into the Singapore market
Organiser Beam Global Asia
Venue Glass House, Sentosa Cove
Agency Fulford PR & Orangedot Productions
Group size 150
Date March 30



The brief
To reintroduce Courvoisier to the Singapore market, distributor Beam Global Asia wanted an event for trade partners that conveyed the prestige associated with Courvoisier and its French origin. It was framed to be a grand affair with a taste of French elegance

Challenges
Sentosa is usually chosen for more casual and fun events. Bringing different elements together to transform the Glass House there into ‘Chateau de Courvoisier’ was a challenge requiring careful coordination. To recreate the interior of a French chateau, chandeliers were hung, columns draped in gold fabric and a mock fireplace erected.

The opening act had ‘Napoleon’ riding in on a horse, dressed in military regalia. Sourcing for horses and bringing them to Sentosa was another challenge.

Execution
After Napoleon’s grand entrance, guests entered ‘Chateau de Courvoisier’ where bottles from Courvoisier’s Limited Edition Erte were on display. Guests nibbled on canapés and sipped cognac as they mingled with talents dressed in period European costumes. The auction of a bottle of Courvoisier’s Succession Series raised US$26,000 for the Business Times Budding Artist Fund.

Guests were thrilled to be entertained by a violinist performing from a Courvoisier yacht that sailed around the cove. The whole event was extremely elaborate, requiring careful coordination, which ultimately led to its success.

Comment
Jonathan Chow, managing director South East Asia/Greater China, Beam Global Asia says: “We are glad to reintroduce Courvoisier to Singapore after a long absence. Guests enjoyed the atmosphere created and appreciated how the theme fit in perfectly with the reintroduction of this French cognac. We were also proud to match the amount raised in the charity auction to support Singapore’s arts initiative.”