Maxxium UK’s Courvoisier, is launching an extensive summer punch sampling tour, as part of its Upgrade campaign that will see the revolutionary brand in action at major festivals across the country.

Courvoisier’s ground-breaking eight metre high Pedal Powered Punch Machine will appear for the second year running and sample 10,000 target consumers with Courvoisier’s signature punch serve – Courvoisier VS, lemonade, Angostura bitters, garnished with lemon and orange wheels.

Throughout August Courvoisier will dominate Edinburgh during its Festival Fringe. A high visibility outdoor campaign with 6 sheet and 48 sheet posters, with the tagline, Courvoisier Punch. Cocktails on a Grand Scale will run across the city centre, whilst 14 Courvoisier branded taxis will offer free rides to and from the festival.

Courvoisier will upgrade the Lower Pleasance Courtyard for the duration of the Festival Fringe, giving festival goers an unforgettable experience. A branded area, offering Courvoisier punch will become a destination hot spot for people looking to relax and socialise with friends.

In true revolutionary style, Courvoisier will adopt the latest proximity marketing technology that will alert O2 phone users when they are close to the activity, raising awareness of Courvoisier and driving footfall to Courvoisier events.

In September, the Pedal Powered Punch Machine will sample 8,000 consumers from under the Hungerford Bridge at The Thames Festival, mixing Courvoisier Punch and swing music to great effect.

Appearing at these festivals is White Mink, with whom Courvoisier formed an exclusive partnership at the start of this year. White Mink are the leading promoters of electro-swing, a new music genre which is gaining momentum across the country remixing 1920s swing beat.

In Edinburgh, White Mink will own the after party slot at The Voodoo Rooms, where complementary Courvoisier punch will be served.

White Label UK, the bar sampling and activation partner, employed Hel's Angels who have been working with Courvoisier over the past few years providing staff.

Hel’s Angels have just returned from sampling Courvoisier's signature punch at The Secret Garden party festival, where the campaign kicked off. Kenny McKracken took on the role of Mad Professor overseeing the bar and the eight metre high Pedal Powered Punch Machine.

On the opening day Hel's Angels staff, dressed in 1920's garb, sampled to 11,000 revellers as they arrived at the festival.

Maxxium UK’s marketing controller for Courvoisier, Eileen Livingston says: “Summer festivals are the perfect place to reach our target consumer through punch as festivals are all about socialising with friends in a laid back style which is exactly how punch should be enjoyed.”

Tour details can be found at www.courvoisier.com/uk