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.
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was dominated by established "Big Three" brands and traditional consumption rituals that were becoming increasingly outdated for a new generation of consumers.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.
We executed the project covering Mainland China, Hong Kong, Macau, Singapore, Indonesia and Malaysia.
Our process included:
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.
We developed a localised strategy for Campari’s key brands to bridge the gap between tradition and modern sophistication:
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:
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