Programme d'information et de promotion de l'indication géographique Cognac en Chine

The BNIC is an interprofessional organisation where collective decisions are essential and respond to the economic development of the Cognac category in the respect of the cognac appellation. Its main mission is to represent, protect and develop the Cognac appellation in France and in the world. China is the second market for the Cognac category, and Cognac became the first European Geographical Indication officially recognised by the Chinese Government in 2009. In that context, Cognac AOC is the best ambassador for European spirits with GIs in China, and it will ensure the European protection of origin in China.The goals of this information and promotion campaign will be to :Increase awareness about the European Geographical Indications in China putting forward the Cognac examplePromote the authenticity and the guarantees of the Cognac GI by highlighting its traditional yet modern character (terroir, expertise, origin)The communication objectives will be to develop the image and notoriety of cognac among new targets (including urban middle class) through a new generation of prescribers and influencers, and promote the European geographical indications highlighting the notions of origin, expertise and authenticity. The targets will be sommeliers, chefs, bartenders/mixologists, importers and retailers, distributors, key opinion leaders journalists and influencers.The activities planned are :Educate and inform prescribers about the unique values of European quality schemes applied to the spirits trade putting forward the Cognac GI as an example.Develop a community of prescribers, influencers, cognac educators around the GI notionDeveloping a strong and efficient press and influencers planReinforce the visibility of GI products through cognac on the digital sphere