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

The BNIC is an interprofessional organisation where collective decisions are essential and respond to the economic development of the Cognac category. Its mission is to represent, protect and develop the Cognac appellation worldwide. The United States being the 1st cognac market, it comes naturally to present cognac as an ambassador of European quality schemes and explain its different specificities to American prescribers and influencers. The values of European origin and expertise are strong and this will ensure a more authentic positioning of products. The potential for European Geographical Indications (GI) spirits in the US is considerable.The global objective of the action is to improve the perception and increase knowledge of GI products and Cognac. The communication objectives are to:1) Spread the quality image of GIs promoting Cognac’s authenticity (terroir, savoir faire) and its ways of consumption;2) Develop the image and notoriety of GIs and Cognac among our target prescribers as well as to new targets: millennials and young professionals, a new generation attracted to authentic spirits who want to know more about the terroir and making process of products.The main targets are sommeliers, bartenders, importers, retailers, distributors, journalists, influencers. The final targets are these new consumers and trendmakers who are curious about craft spirits and want authenticity and quality (millennials, young professionals, X generation).The activities planned are:-EDUCATION: increasing the impact of educational seminars to inform prescribers about the unique values of European quality schemes applied to the spirits trade putting forth Cognac as an example-360° CAMPAIGN: spreading the quality image of GIs during major events of the spirits industry -PRESS AND INFLUENCERS: developing a strong efficient press and influencers plan-DIGITAL: reinforcing the visibility of GIs thanks to strong digital and social influence strategy