The Brief

The regulatory body for Cognac – Bureau National Interprofessionnel du Cognac (BNIC) – wanted to modernise the image of the region and the Cognac spirit.


Position Cognac as a versatile spirit to be enjoyed in cocktails and matched with food – moving away from the more traditional image of it only being enjoyed as a digestive after dinner.

For the fifth consecutive year, cognac exports have continued to grow in 2018-2019, reaching their highest level in volume and value, however shipments within Europe are down.