Market trends:
A consumer survey in Europe published by Spiritscan in august 1997 shows that cognac is moving toward a long drink on-premise consumption and that major brands stategies are far from meeting the consumer's expectations. Menwhile premium cognac consumers are willing to upgrade their buys. Lack of information leading to an uncomfortable buying act is slowing down the process. Patrick Mac Ewan at Martell notes that this benefits to top branded products. .



Products trends:
A renewal of the middle to upper range is noticed , obviously in order to attract new and young consumers in the 60 to 120 $ category : Martell Odys and Artys , Remy 1738... Older , more expensive , rarest and carefuly distributed products are launched by almost every house (Fortunately some of these will soon be available in our boutique). The common marketing effort is determined to make cognac a contemporary product which is suitable for any type of consumption : long drink, cocktail, dessert drink.. . (Drinks International 19TH of september 1997) .



Bureau National actions:
In the same range le B.N.I.C. (Bureau National Interprofessionnel du Cognac, the official Cognac trade organization) has launched a large seduction campaign targeted toward women and women's press in order to develop the long drink consumption . What better ambassadors for this new action than the Cognac ladies ? To confort this highly pubicised event , a poster campaign as well as an on-premise promotion will be developped throughout November in France.

Duty -free :
Le B.N.I.C. is not forgetting traditionnal sectors such as intra european duty free which is under a cancelation threat. A powerful lobbying campaign is made in Brussels arguing that since consumption rights and excise taxes are not harmonised , there are absolutely no reasons to cancel duty free operations.(Charente Libre 26th of September )


South Korea:
Cognac accounts for more than 30% of the south korean imports of french agricultural products. After a big increase in 1996 the trend is still on the upward direction, however the E.E.C. is strongly supporting a producers demand of a decrease of discriminating importation taxes.