PRESIDENT BARACK OBAMA WAS RE-ELECTED TO A SECOND TERM: WHAT LESSON TO LEARN FOR THE COGNAC INDUSTRY?

The political marketing in the USA is very revealing of the cognac marketing in the USA which needs a decisive strategic emphasis on geographic and ethnic targeting. Let me explain using the latest presidential campaign.

Barack Obama, the nation’s first African American president, was elected to a second presidential term Tuesday Novmber 6th 2012, defeating Republican Mitt Romney.

Mr Obama won both the necessary electoral college and the national votes. Today, every media is analyzing the reasons of its victory and they are comparing the two campaign strategies.

President Barack Obama won by stringing together a series of narrow victories in disputed states. Of the election’s seven major battleground states, he won at least six states. Originally, the favorite candidate in the race to the White House, the incumbent President was challenged during the first presidential debate when Mitt Romney appeared more energetic and clearly more appropriate in view of the challenges facing the next President of the United States of America.

However, at the end President Barack Obama won because of two reasons:

(1) His campaign focused 90% of its efforts in the last month over 7 hotly contested states only. No wasted energy and resources!

(2) His marketing was clearly segmenting the minorities in each of the battleground states. His use of technologies to micro-segment and target minorities was exemplary. Barack Obama's campaign was highly segmenting based on ethnicities. President Obama won large majorities among black, Hispanic, Asian and multiracial voters.

Popularity and familiarity is very important. Making accurate predictions is key and often simple patterns may allow one to predict. 

According to Spirit Halloween, the country's largest seasonal Halloween retailer, one may predict the winner of a presidential campaign based on the nationwide sales of candidates' masks weeks prior to the election. Although this method seems unscientific Spirit Halloween has compiled a 'mask index' since 1996 which has accurately predicted the winner of the election since then, including today's winner Barack Obama. Last October 31st, Spirit Halloween registered a 60-40 win for Mr Obama based on its national sales of mask, and thus predicted that Barack Obama would win.

Obama Romney Masks

Source Photo: http://www.spirithalloween.com
Source: CNN and CNN Money

COGNAC TO APPLY FOR THE UNESCO WORLD HERITAGE STATUS

Le Pays Ouest-Charente (West Charente), joined by the National Bureau of cognac, will explore the opportunity to qualify to the World Heritage Status.

This idea started with a remark of the Mayor of Bouteville, a Village in the Grande-Champagne, he noticed that the surrounding vineyards are often photographed. We think the Mayor is completely right, have a look at the photo of the vineyards…

The proposal was formally discussed last December (2011), during a trade union committee of the Country West Charente. During this meeting, elected officials decided to form a small steering committee, charged with weighing the pros and cons to submit an application.

This steering group includes representatives of the Country West Charente, the Bureau National Interprofessional Cognac (BNIC), the Regional Tourist Board (CRT) and three countries of Charente-Maritime: the Saintonge, Upper Saintonge and Val de Saintonge.

The Steering Committee will decide whether or not to apply for the World Heritage Status, knowing that it will take a lot of time, money and some limitations to the producers and people of this region…..

Jerome Sourisseau (president of the country-western Charente and mayor of Bourg-Charente) already thought of a name for this project: “Cognac Experience”. 

Jerome Sourisseau said: « on aimerait non seulement faire inscrire le produit cognac, mais tout le processus de fabrication, de l’alambic charentais jusqu’au chai de vieillissement. Il est unique au monde ». 

--->"we would like to register the product cognac, and in addition the manufacturing process, from the pot stills to the aging cellars. This is unique in the world".

936 goods have already been registered in the UNESCO World Heritage, including the vineyards of Saint-Emillion.

Source: Sud Ouest

HENNESSY IS THE 2ND WORLD’S TOP-PERFORMING SPIRITS BRANDS BEHIND JOHNNY WALKER

Just-Drinks and IWSR published for the 2nd time a ranking of the world's leading spirits brands.

This year they compared each brand's position with last year and included some surprising results.

The report provides quantitative analysis conducted by The IWSR, which ranks the top 124 spirits brands based on 2011 full-year volume data, 2011 value analysis and rates of recent growth. This data is then complemented throughout the report by findings from just-drinks' spirits brand ratings survey, which was sent out to just-drinks' global readership in July 2012.

This brand new report revealed that Johnnie Walker retained its position as the leading global spirits brand in 2011.

This research confirmed that out of the 124 brands ranked by volume, value and growth, Diageo owned Johnnie Walker was rated as the clear leader on the international stage.

Johnnie Walker also came out top in just-drinks' own survey, having been awarded an impressive 341 points for brand strength by readers worldwide. LVMH's Hennessy Cognac was named second strongest brand with 339 points followed by Pernod Ricard's Chivas Regal.

2011 Top 3 Performing Spirits Brands

Scotch Whiskey is also dominant as it outperformed all other categories, accounting for 33 of the best-selling individual brands. This is largely attributable to Scotch's universal popularity, a strength that escapes many of its rivals. Vodka, rum, non-Scotch whiskies and tequila all featured prominently in the survey, boasting 21, 12, 10 and seven leading brands respectively.

The report was compiled by IWSR editor Alexander Smith and combines quantitative and qualitative research with insightful industry opinion to identify the best-performing brands in any given year. The annual volume, value and growth data is complemented by the findings of just-drinks' unique spirit brand ratings survey.

To obtain the full report and user-friendly additional Excel files, please go to: Top Performing Spirits Brands.

Read more here: http://www.heraldonline.com/

Sources: http://www.heraldonline.com/

COGNAC MEUKOW LAUNCHES MEUKOW XPRESSO LIQUEUR MADE FROM COFFEE AND COGNAC AT THE CANNES DUTY FREE TRADE SHOW 2012

Meukow Xpresso made of Cognac and Coffee

Cognac Meukow is to launch a new coffee and Cognac liqueur called Meukow Xpresso at TFWA World Exhibition in Cannes (Red Village J6) this October 21 to 26th 2012.

The product is described as a combination of natural coffee aromas and Meukow Cognac, with high quality ingredients.

The "smooth and intense" liqueur is 22%abv and can be enjoyed on the rocks.

Meukow Xpresso has high mixology potential, the company said, and provides an opportunity to tap new trends in the Cognac category.

It is available in different sizes for both domestic and duty free markets.

For details, contact Damien Bertrand, Duty Free Manager, on e-mail d.bertrand@cdgcognac.com

Sources:

©The Moodie Report by Mary Jane Pittilla

Visit www.meukowcognac.com

LIST OF WINNERS OF THE BEST COGNAC IN THE WORLD AT THE WORLD SPIRITS COMPETITION SINCE 2000

Here is the list of cognac brands in alphabetical order that I won "best cognac in the world" at the World Spirits Competition (San Francisco) since 2000 for more than 150 USD.

. COMANDON COGNAC, XO, $150

. COURVOISIER COGNAC, L' Esprit de Courvoisier, $5000

. DELAMAIN COGNAC, Réserve de la Famille, $550

. HARDY COGNAC, Noces D'Or, $1800

. HENNESSY COGNAC, Paradis, $800

. HENNESSY COGNAC, Richard, $3500

Comandon Cognac XO

Cognac Courvoisier L'Esprit

Cognac Delamain Reserve de Famille

Cognac Hardy Noces D'Or

Hennessy Cognac Paradis

Hennessy Cognac Richard

These are cognacs for experts and aficionados of high-end lifestyles. Some world best cognacs are more affordable than others. I guess it depends on how much you value what you drink and your wallet size for sure.

Next, is the list of brands most rewarded and actively participating in the World Spirits Competition in San Francisco.

Camus

Comandon

Courvoisier

Delamain

Frapin

Hennessy

Louis Royer

Marnier Lapostole

Martell

Remy Martin

Spirits unlike wines have not been so subjected to ratings for making sales. One has to look at any wine catalogs or visit any local liquor stores to realize that wines are mostly purchased by ratings and price ranges. Perhaps spirits are not better off as most of the consumers are biased to advertising and celebrity endorsements.

Wines are like graduate school: the higher the GMAT score the more you get.

Versus Spirits are more like political candidates: the bigger the campaign budget the more chance to be elected.

Source: World Spirits Competition

WORLD RECORD FOR MOST EXPENSIVE COCKTAIL BY SALVATORE CALABRESE IN LONDON PLAYBOY BAR

Salvatore Calabrese's bottle of 1738 cognac worth $78,000 which was intended for his record of most expensive cocktail this week was broken back in August 2012 as we reported it in CognacParadis.com (Aug. 10th 2012).

Cognac Clos du Greffier

This did not stop him this week to beat the record of most expensive cocktail owned by The Skyview Bar at the Burj Al Arab Hotel in Dubai, with a $6000 a glass.

Calabrese is the man known as the world vintage cognac expert having compiled a rare collection of vintage cognacs in its Playboy bar in London estimated at more than 1 million dollars.

Composed of 40ml of 1788 Clos de Griffier Vieux Cognac, 20ml of 1770 Kummel Liqueur, 20ml of 1860 Dubb Orange Curacao and two dashes of Angostura Bitters from the 1900s, the cocktail was bought by an undisclosed long-term client of Calabrese for about $8,800.

The Guiness World Record has yet to approve this record which will make Salvatore Calabrese's cocktail the world’s most expensive cocktail and possibly oldest, as it includes a Cognac older than the French revolution and liqueur from the time of the American Revolution.

This revolutionary man has proved again that cognac is the epitome of luxury and the ultimate historical spirit.

http://www.youtube.com/watch?v=fnEDsZCf_ww&hd=1&t=15s

Source: The HuffingtonPost

COGNAC FRAPIN RECEIVED THE COVETED PRIZE OF FRENCH LIVING HERITAGE COMPANY IN 2012

Cognac Frapin is the 2nd Cognac House (after Remy Martin) to receive the coveted prize offered by the French government which rewards the French companies with the most outstanding excellence in traditional and industrial skills, labeled 'Entreprise du Patrimoine Vivant' EPV - sort of Living Heritage Company.

EPV was recognized for Frapin because of their precise control of the entire line of production: from the vineyards to the bottling. Their skills are exemplary and  their attention to details make them one of the few recipients for 2012 in France. Jean-Pierre Cointreau and his family are the guardian of this living heritage treasure.

Cognac Frapin is also known under Domaine Château de Fontpinot SAS

Cognac Frapin - Chateau de Fontpinot

Source: in French; www.patrimoine-vivant.com
L'entreprise a été fondée en 1926 par la famille Frapin, implantée dans la région depuis 1270 et impliquée dans la fabrication de boissons alcoolisées depuis les débuts du développement de la production dans la région. Une des propriétaires actuelles, Madame Cointreau-Renaud est la petite fille du créateur de l’entreprise actuelle, Pierre Frapin. L'entreprise fabrique exclusivement du cognac.

L'entreprise maîtrise entièrement la production «de la racine de la vigne au goulot de la bouteille» : la culture du raisin, le moût, le vin, la distillation, l’assemblage, le vieillissement et mise en bouteille. Les savoir-faire complexes, la distillation et l'assemblage, sont détenus par six personnes : le maître de chais, trois maîtres distillateurs, deux responsables des assemblages.

Le savoir-faire se distingue dans le métier en raison du niveau élevé des prestations et par une étape originale : le mélange de la lie et du vin avant distillation.