per even allaire, hine cognac
TRANSCRIPT
Rejuvinating a category classic through
Brand Redesign & Product Innovation
IN IT IAL ASSESSMENT
R E P L I C A B L E P R O D U C T SFA S T FA S H I O NH A S T Y P R E M I U M I S AT I O NB R A N D S G E T T I N G S T R O N G E R
Acute provenanceBrands with legitimate artisan inheritanceTrue singularity
quest for
SpiritsS M A L L - B AT C H R E I G NM I X O L O G YL I F E S T Y L EC O L L E C T I B L E SM A S S I V E P U R E P L AY E R S
Full experienceBrands with heritage or stories Strong identityBrand affiliation
Global
quest for
Brand build for 250 years moreg l o b a l p a c k a g i n g r e d e s i g n
Drink outside the boxH b y H i n e & t r a v e l r e t a i l
Capitalize on our strongest asset: our vineyard
s i n g l e - e s t a t e c u v é e s , s i n g l e c a s k s
254 years-youngIN IT IAL ASSESSMENT
Homogeneity & Visibility
BACK TO BASICS
Draw on our D.N.A to imprint a clear brand alignment through:
LO G O PAC KAG I N G W O R D I N G S
BACK TO BASICS
SETTING SAILS UP
Revamping H by HineRecruit new consumers
Brighter, more vibrant imageBecome a cognac reference in mixologyLead the way through the Hine range
SETTING SAILS UP
Take a walk on
Create unique propositionsAppeal to different consumersBroaden awarenessCollectible items
Limited Edition Gift Box, Holiday Season 2016, Designed and painted by Ragna Bley
the Hine side…
To be continued…
Enhance range homogeneityIncrease shelf visibilityImprove textures & materialsImmediate brand identification
REACHING CRUIS ING SPEED
with Rare VSOP, Antique XO…
L IVEN UP THE 6 T H CONTINENT
Unique selling propositionMake the most of our heritageAvoid domestic cannibalizationDifferenciation within categoryIn line with brand building
You travel? Your cognac does too.
Single Cask.Plot distinctionSingled-out in one cask onlyUnique selling propositionTailor-made for client
BE BOLD
Bonneuil. Single-estate collection Unblended, terroir-drivenOwned first growth vineyardLimited edition of 19 casks
Innovative at all times
ME, MYSELF & H INE
#brandbuilding through lifestyle and community
ME, MYSELF & H INE
www.hine.com gets fresher looks
STAYING ON THE EDGE
In a challenged cognac category, Hine invites consumers to
Drink Outside the Box ,
aim higher & change their perceptions.
follow us @hinecognacs for more