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Cognac, October 25, 1997
Intra-european duty-free (continued)
Apparently, it would be necessary to get the approval of all 15 members of the european community to obtain the extension of the existing intra-european duty free market. At the present time, 13 countries have agreed on the idea, only Holland and Denmark are still oppsed to it .
(Bulletin européen Sept 97, R.V.I. Oct97)
Japan (continued)
After they received the news on the tax cut on imported goods, professionals now worry. The inducted price cut might seriously harm the brand image of products and therefore lead to make them become more common (Financial Times Oct 97).
As far as we are concerned, the consumption of « mizuwari » (cognac + ice + water) should significantly increase and gain new consumers less tied up to the traditional club market.
Korea (continued)
Seoul, although they refused it, have implicitly admitted the validity of Brussel’s
request on the tax cut on imported goods. A large campaign based on Korean’s sense of civic responsibility (...) has been launched in order to dissuade them from buying imported goods.
(Financial Times 6 Oct. 97)
New Products
Larsen has launched a new range of Viking carafes which will be displayed at the Cannes symposium.
To Cognac Larsen.
Hardy has started a new presentation for the « Noces d’Or ».
Courvoisier is also in the process of positioning itself on the market segments we have mentioned last week, i.e. $60 and $120 with the Millenium, as well as on the very high range segment in duty free, with a product which will be shown in Cannes.
Frapin is launching a 1979 vintage cognac exclusively in half bottles (to prevent the cognac from altering if the bottle isn’t rapidly consumed once it has been opened). To Cognac Frapin
This product, as well as the Hine antique gift box have been distinguished by the Revue Viticole.To Cognac Hine
Display units are becoming fashionable for cognac with the launching of several collections by Brandelite for the duty free market, as well as collections of miniature bottles.
The american market:
The market has increased by 10% in 1996, due to the quality of products as well as packaging efforts. American brandy is quickly positioning itself on the same niche of new comfortably off and young people (same population as internautes !) who are ready to pay more for real quality. A natural alliance has developped with high quality cigar producers whose sales have tremendously increased and whose product is consumed in the same type of places as cognac.
Moreover, a « non-traditional » way of drinking cognac as a long drink has seduced a fringe of consumers tired of white liquors and who come back to more classical cocktails. The result, in their mind, is that they no longer consider cognac as an after-dinner drink but a younger and mixable product.
(Let us remind you that ethnic consumers have been drinking cognac only as a long drink for the longest time.).
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