SPECIAL PACKAGING :

In the Cognac sector ,three major packaging trends are noticed :

.Feminization
.Multipacks
.And a return to real or suggested noble materials and to sober design

Feminization:

Camus has launched, with great success, its 50 cl. " Josephine " bottle in the perfume section of duty_free shops. Obviously, this achievment has since been copied, and there are now many brands launching products targeted exclusively towards women'clientèle. The latest are " Landy Desire " of Gabriel & Andreu , Carven cognac from Château Paulet and " Miss You " from Cognac Frapin. Generally speaking , packaging are now designed to catch women's attention. It sems that the marketing sections of the different houses has finally noticed that women are doing most of the buying and orientate major consumption changes.

Multipacks:

Multipacks are meeting a double demand : on one hand the search of an original present, on the other hand the opportunity to try a new product alongside a well established product. An excellent way to promote accurately new marketing " babies ". It is not only a new way to pack over existing bottles. Some 3x33 cl. Combinations have been seen in regions where there is only one liter of alcohol tolerated. It has also been noted that miniatures collections are attracting customers who, otherwise, would not have been attracted by spirits.

Simple is Luxury:

Finally , all the new luxury decanters are coming back to a greater moderation, after years of flaundering golds and overelaborate decors. The product itself is being pushed and simply put to its advantage trough graphic or geometrical tricks. Boxes are now made with precious materials such as wood or are suggesting through trompe-l-œil luxurious marbles and woods.