Reimagining cognac strategy across Asia
Understanding the shifting spirit landscape in Asia
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.
Hot Pot was tasked with identifying priority markets in six key regions—from Singapore to Indonesia—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
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.
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- Attend a presentation and workshop where our strategists will present findings to your team and key stakeholders - online/in-person
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