The Brief

The regulatory body for Cognac – Bureau National Interprofessionnel du Cognac (BNIC) – wanted to modernise the image of the region and the Cognac spirit.

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The Angle

Position Cognac as a versatile spirit to be enjoyed in cocktails and matched with food – moving away from the more traditional image of it only being enjoyed as a digestive after dinner.

For the fifth consecutive year, cognac exports have continued to grow in 2018-2019, reaching their highest level in volume and value, however shipments within Europe are down.

The Visit

Major PR hosted guests on a three-day trip to Cognac distilleries showing them the breadth of producers from artisan, to big brands, those producing everything from the grapes to glass and others working as negociants and only blending and ageing the spirit.

Guests also visited a cooperage to see how barrels were made and toasted according to specification. There was also a cocktail masterclass and a food pairing experience hosted at a chateau in the vineyards.

The Results

Five journalists attended to write articles for Forbes.com, The Spirits Business, The Independent, Club Oenologique, Luxurious and The Three Drinkers – stars of the Amazon Prime television series.