Programme d'information et de promotion de l'indication géographique Cognac aux Etats-Unis

The BNIC is an inter-branch organisation in service of economic development of Cognac in relation to the designation Cognac. Its main aim is to protect and promote the designation of Cognac in the world.With the United States being its largest market, it makes sense to present European quality schemes through the example of the Cognac A.O.C. as the leader in the category, and explain different qualities to the operators of the sector on the American market. It will allow for the promotion of the whole array of spirits, which benefit from the European quality schemes, with sound values linked to the origin and expertise, thus ensuring the positioning of these products as most genuine.The objectives of this information and promotion campaign will be: - To promote the European Quality Schemes applied in the sector of spirit drinks via the example of the Cognac GI. - Enhance the image of the high quality of Cognac on the United States market. - To publicise its specificities.Our communication goals will anchor the image of Cognac in modernity and promote the GI/Cognac A.O.C., highlighting its origin and consumption patterns.The target groups are restaurant owners, sommeliers, chefs, bartenders, importers, retailers, distributors, as well as journalists, bloggers and opinion leaders.The following activities are envisaged: - Training on and informing professionals about the unique values of EU Quality Schemes, taking the example of Cognac.- Proposing and conducting a PR plan.- Structuring and running a digital communication plan. - Managing a media campaign.