Packaging

Product: Courvoisier XO Imperial cognac
Number of units: 6,000
P-O-P company: Ross Roy Communications Inc., Bloomfield Hills, Mich.
Distribution: Retail stores, restaurants and bars
Introduction: November 1995
Duration: Permanent
Construction: Mahogany boxes
Cigars and premium liquor are a natural combination, so Hiram Walker is offering Courvoisier XO Imperial cognac in a fine mahogany humidor-type cigar box.

Four laboratory studies and a field study show circumstances in which larger package sizes encourage greater use than smaller package sizes.