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

The BNIC is an inter-branch organisation in service of economic development of Cognac in relation to the designation Cognac. Its main task is to protect and promote the designation of Cognac in the world. In China, the second largest market, Cognac became the first GI officially recognised by the Chinese government in 2009. In this context, the Cognac A.O.C. is well placed as the best ambassador of European spirits, thus allowing for showcasing the EU protection of origin in China. Therefore, the objectives of this information and promotion campaign are two-fold: - to increase the knowledge of European Geographical Indications through Cognac, - to promote the authenticity of the GI Cognac, highlighting its traditional and modern character (of the terroir, know-how, origin). Our communication goals will anchor on the image of Cognac in modernity and to promote the GI/Cognac A.O.C. via promoting its origin and authenticity. The target groups are restaurant owners, sommeliers, chefs, importers and distributors, retailers, policymakers/VIP and embassies, together with journalists, bloggers and opinion leaders.The following activities are envisaged: - training on and informing professionals about the concept of GIs and about Cognac- proposing and conducting a PR plan- structuring and running a digital communication plan - animating a VIP programme within the framework of the “Taste of Europe” - dealing with a possible media campaign