Allied Domecq is supporting Courvoisier cognac with a direct mail drop to 100,000 consumers featuring £1-off vouchers redeemable this month and next. The push is designed to encourage consumers to replenish stocks during the period between Christmas and Easter and build on successful pre-Christmas sales when the brand's volume sales grew by 15% on the same period in 2000. Senior brand manager Lisa Smith said: "This type of direct marketing has a proven track record in driving repeat purchase and trading consumers up from French grape brandy. Similar previous campaigns have had redemption rates of more than 8% and the data showed a significant proportion of consumers traded up to the brand." {{DRINKS }}