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Corvoisier Cognac, LRG and Complex Media create pop up shops in retail spaces across the US

Home > Press > 2008 - Corvoisier Creates Pop Up
Complex Media has brought together two leaders in the spirits and apparel industries to create a unique brand experience in cutting-edge retail spaces across the U.S. The Courvoisier "Find Greatness Within" campaign will be brought to life as the brand will team up with apparel company, Lifted Research Group (LRG), to build temporary co-branded "pop-up stores" in trendy retail spaces across key markets. The first store will launch on April 17 in Los Angeles and will feature Courvoisier-branded apparel designed by Jonas Bevacqua. An integrated marketing campaign supporting the initiative will include VIP launch events, customized micro site, online advertising, in-store promotions, a consumer style guide, and a sweepstakes.

The 10'x12' co-branded installation will remain in each city for three days, allowing consumers an opportunity to experience the synergy of two trendsetting brands within a unique retail environment. A variety of co-branded apparel and accessories designed by LRG co-founder Jonas Bevacqua will be available in all pop-up stores including etched flasks, iPhone cases, jackets, cardigans, windbreakers, t-shirts and more. Upon conclusion of the tour, each of these items will be auctioned on Ebay with proceeds benefiting Sweat Equity Enterprises, an entrepreneur-based non-profit organization that services aspiring designers in underserved communities.

"Courvoisier and LRG both exemplify true individuality, strength, and sophistication: all qualities that we bring to life with our brand, and strive to build upon in the unique partnerships that we create," said Complex Media CEO Rich Antoniello. "This retail footprint will be designed to build a lasting impression for consumers who live and relate to these qualities on a daily basis, only making it that more authentic."

As part of the tour, a "Guide to Style" booklet is included in the current February/March issue of Complex giving a snapshot of the tour, including images of the branded apparel and accessories and information on the Courvoisier and LRG brands. A co-branded micro site, www.cv-us.com/popup, will also be housed on Complex.com and Courvoisier.com with an event calendar, custom product information and details on a sweepstakes for tickets to attend VIP events in select markets. The sweepstakes will be open to consumers in Houston, New York and Miami, where entry provides an opportunity for Courvoisier fans for a chance to win tickets to attend the pop-up store private events. This sweepstakes will be complemented by an on-premise promotion, where consumers visiting liquor stores and participating locations for the pop-up stores can sms a special code to receive additional entries.

Each retail location will host a series of special events, where legal drinking-age guests can enjoy Courvoisier Exclusif cocktails and tunes from leading deejays such as Just Blaze, DJ Irie, and DJ Vice. Mr. Bevacqua will be the guest of honor at each VIP opening night event in all five markets.

"This is an ideal partnership because of similarities between Courvoisier and LRG," added Jonas Bevacqua, co-founder, LRG. Courvoisier is a tried and tested classic brand, that has a mature and sophisticated taste and image, and I like to think of LRG and myself in the same vein. LRG is a movement that emphasizes being independent and being your own boss. Courvoisier is the cognac of choice for the self-made man-it's a perfect fit."

"As a respected leader in the cognac category, Courvoisier is excited to partner with Complex and LRG, two brands that are founded in craftsmanship and passion, especially when it comes to creating a fine product for today's trendsetter," said Mary Therese Williams, brand manager, Courvoisier. "The Find Greatness Within campaign challenges consumers to discover their passions while enjoying Courvoisier, and it's the shared qualities of exclusivity and complexity that attract the most discerning consumers to Courvoisier, LRG, and Complex, making this the perfect synergy," continued Williams.

About Complex Media LLC

Complex Media LLC, the publishing and new media division of Marc Ecko Enterprises, is a leader in music, style and lifestyle media dedicated to emerging trends for young men 18-34. The company launched in 2002 with Complex magazine, a men's style guide and lifestyle publication with a circulation of 340,000 and has since grown to include the Complex Media Network, a community of Web sites dedicated to lifestyle trends for young men, and the Complex Platinum Club, a retail space in partnership with Training Camp in New York City.

About Courvoisier

Courvoisier is one of the four leading cognac houses in the world and continues to excel in the spirits category with its renowned blends including VS, VSOP, Exclusif, Napoleon, X.O., Initial Extra, Millennium and Courvoisier Succession J.S. L'Esprit de Courvoisier is the world's most-exclusive cognac, containing a masterful blend of vintages, including some dating back to the nineteenth century - the same used to apply to the court of Napoleon and Edward VII. Courvoisier reminds consumers to enjoy greatness responsibly. For more information about Courvoisier cognac and corporate responsibility visit www.cv-us.com Courvoisier Cognac.

About LRG

Defying categories or labels, LRG-Lifted Research Group, was founded in 1999 by Jonas Bevacqua and Robert Wright through a collective love of music and fashion. LRG has consistently been dedicated to stimulating the minds of the youth through their lifestyle fashion brand and continues to be at the forefront of music, skate, fashion and style. Based in Lake Forest, California, this nine-year old company has since branched out into a women's line, Luxirie and continues to collaborate with some of the most stellar power forces in the industry today. For more information on LRG, its brands and commitment to the community, please visit l-r-g.com.

 
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