Maxxium UK is aiming to drive sales of Cognac by ­encouraging consumers to make punch.

The distributor is giving away 30,000 punch ladles with packs of Courvoisier VS Cognac (rsp: £24.99) through Sainsbury's, Waitrose, Nisa-Today's and Makro from this month. It will also distribute 175,000 bottles with a recipe hanger. "Courvoisier is committed to growing the category through punch activity, building on last year's, which saw Courvoisier grow by 10% in volume," said marketing controller Eileen Livingston.