Point of gas gas competition the game remains sluggishIt is time to enter the era of pragmatismThe lowest rate in seventyfive years saidSuch a movement could quickly become uncontrollableMore reason to freedom in the negotiation85 over the last twelve months as the whole sector5 billion in capital for 18 of the capitalIn ten years the evolution is spectacularRemains to know how the markets will reactHowever the penetration rate is currently 7One evening in November last year, place de la Concorde in Paris. Before the gates closed, the Tuileries garden unfolds a strange ballet. Small groups approaching, slide the enigmatic form "Cocognacoooo." It is 22 hours, the time of the Clandé! "and receive open access to the Park to join, after passing the famous basin, a cabin and a terrace where they face a cocktail mixing cognac and cucumber and some tapas signed the Nice Chief Jouni Tormanen.
Devised the "Fooding" week, this operation carried out by the national interprofessional Office of cognac (BNIC) has attracted a rather youthful population. It is part of multiple events, the agency organises in France to be under the spotlight a liquid amber remaining still often associated in the French imagination a digestive served as a winter night on the corner of fire. Paradox indeed if cognac has an image connected to the United States far its largest market , France where sales resume just development, there need to be given a topical if it is that a wider audience is it appropriate.
Creation of the "bandistas".
The interprofession plays on all records. In the direction of capable people to launch trends, she created the principle of the "bandistas". Designers, graphic artists or musicians and their friendly surroundings are thus offered an evening around an iconic cocktail cognac-based. "Creative bands are a true social phenomenon on which we have chosen to recover." "It is a way to emphasize the contemporary character of cognac," notes Jérôme Durand, the Director of marketing and communication of the BNIC. For those who would like to be, a competition is even open until end of June to elect his band and have it enter the loop.
An end of the more public spectrum, the interprofessional body participates in different exhibitions related to wine, spirits or taste. In bars and restaurants took place in early July the week of cognac in its region of origin while in Paris, during an evening 15 establishments offering cognac tonic or on the rocks. Focus on cognac in Charente is not useless. Retail consumption index corresponds to the average national while in their areas of production, the calvados or armagnac are largely surachetés.
The trail of the cocktails continues to be dug. The first "International Cognac Summit", which runs until Wednesday in the city of Charente, brings together some 25 world specialists in the "mixology" the art of mixtures from the Ritz in Paris or the Carlyle in New York. The goal: imagine a new recipe. "There is no large contemporary cocktail cognac-based." The Alexander thus dates to 1940. "It is therefore to find a likely to become a bestseller recipe", says Jérôme Durand. Participants will not only marry ingredients, they will also work on the deployment of the novelty, on what should be or not to ensure success.
It is indeed by trace this brandy tasting cocktails alcohol after the meal is less used today , can come a revival. In the world, 70 to 80 of consumption has nothing to do with a digestive.
These new uses are therefore largely the current success of the sector at the international and contribute to put forward in the hexagon. The French market itself came in sixth position behind the Germany. On the year 2007, the volumes that were intended for finally fell 3 after having posted in October increased by 22.3 in annual mobile rollup and have increased by 5.1 on the year 2006. Today, 6 of French households buy the Cognac at least once a year then that 42 purchase whisky.
If the product has an image of high prices, the BNIC sees on the other hand not a true brake as the hexagon is a large consumer of champagne, whose rates are increased, or single malts at high prices. Moreover, purchases of cognac themselves tend to range, with an increase in the higher classes of the VSOP and the XO.
The showcase effect
A need for learning is day. "A number of French don't know it's a result spirit of the vine", said Alain Philippe, Director of the BNIC. A professionals essential information relays in the land of the Evin law an interactive encyclopedia has to be set up and will be broadcast from March with wine merchants, sommeliers and hotel schools. "Should pique the curiosity of consumers, providing cultural and technical elements." It is giving the keys to the name that people are going to take ownership of it. "The success of the malts is made on their ability to propose stories, anecdotes," said Jerome Durand.
In its offensive, the inter-branch specifically men 30 to 55 years old, rather urban and open to discovery. A survey conducted by Ipsos in function, including the stages of life, also showed only at the point where a couple is formed, how to consume alcohol and cognac in particular is changing, with greater sensitivity to quality and a propensity to spend more. The schema is again upset when the children arrive.
For the sector, develop interest in cognac in France goes far beyond the need to boost one of its major markets. It's play on the display effect. "The image of the France remains a strong argument for some markets", says Jérôme Durand. In the world of taste, to feed an imaginary, is better for a product to be firmly rooted in his country of origin. And that a foreigner visiting can easily find it.
