Building a successful Cognac strategy across Asia requires a multi-phased insight and strategy project: moving from deep-dive analysis of individual markets to developing granular customer personas, identifying key priorities, creating targeted brand positioning and ultimately localised go-to-market strategies.
For Campari Group, this meant navigating the nuances of six key regions—from Singapore to Indonesia—to redefine cognac for a new generation of drinkers.
The Challenge: Navigating a Shifting Spirit Landscape
Campari Group faced a strategic hurdle with its cognac portfolio—Bisquit & Dubouché and Grand Marnier—due to a lack of internal alignment on how to approach the diverse Asian markets.
The region, while high in value, was dominated by established "Big Three" brands and traditional consumption rituals that were becoming increasingly outdated for a new generation of consumers.
Hot Pot was tasked with identifying priority markets and building localised positioning to ensure Campari’s brands could successfully compete against both cognac giants and the rising popularity of single malt whiskies.
A Multi-Phased Insight and Strategy Project
We executed the project covering Mainland China, Hong Kong, Macau, Singapore, Indonesia and Malaysia.
Our process included:
- Expert Consultation: Interviews with 30 internal stakeholders and category experts, including bar managers, distributors and country managers across all six markets.
- Deep-Dive Research: Consolidation of existing research complemented by fresh competitor analysis and desk research.
- Strategic Workshops: Facilitating sessions in Hong Kong to align global and regional teams on a unified commercial go-to-market roadmap.
Key Audiences: Beyond the "Old Man’s Drink"
Our research uncovered a critical "brain lock" in markets like Singapore, where cognac was strictly perceived as an "old man’s drink".
We identified three distinct audience profiles that offered fresh growth opportunities: The Traditional Connoisseur, The Sophisticated Gentleman and The Young & Cultured Explorer.
The Solution: Targeted Brand Positioning
We developed a localised strategy for Campari’s key brands to bridge the gap between tradition and modern sophistication:
- Bisquit & Dubouché: Positioned as the "discerning" choice. We leveraged its unique bottle design—which testers often mistook for a modern whisky—and its drier, spicier flavour profile to appeal to younger, more adventurous drinkers.
- Grand Marnier: Shifted the focus from being "just a cocktail modifier" to a premium ingredient that can elevate modern social experiences and high-end desserts.
The Results: A Roadmap for Growth
Identify key geographical priorities for cognac in Asia (Singapore, Indonesia and Malaysia) and develop a market entry action plan for Grand Marnier and Bisquit & Dubouché based on this analysis.
Impact Highlights:
- Market Prioritisation: Identified specific hot spots for growth, including contemporary profiles and traditional strongholds.
- Targeted Consumers: Identified consumer profiles across individual markets, ranging from traditional connoisseurs and sophisticated gentlemen to younger cultural explorers.
- Channel Strategy: Developed a balanced approach between traditional on-trade (KTVs) and modern "low energy" settings (whisky and cocktail bars).
- Internal Alignment: Built a consensus on commercial activation and brand positioning that allowed Campari to move forward with a unified voice in the region.
Looking to strengthen your strategic approach to China? Fill out the form here to book your strategic workshop with the Hot Pot team today.
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