MARKETING/DESIGN/CONSUMER TRENDS/INSPIRATIONS Cognac & Brandy News for Consumers & Industry Experts
The Philippines is becoming an important market for the largest cognac houses with many cognac events and promotions being organized in recent months. For instance, Remy Martin is organizing many upscale events and celebrations in Manila. In particular, with its Cognac Louis XIII they are getting a great deal of interest from the local well-to-do people.
The Philippines is a new emerging market for cognac where there is a lot of information and education that needs to be made. I note that in a recent article reporting on this subject of cognac in the Philippines that there may be some confusions still for what is cognac “… One can rightfully say Louis XIII Grand Cognac is top of the line, for the true champagne connoisseur.” By Maurice Arcache, Philippine Daily Inquirer, Wednesday, October 26th, 2011.
It appears to me that there is a confusion between cognac and champagne, both are very prestigious and quality beverage appellations from France based on grape wines but ultimately they are two separate products that should not be associated beside perhaps in a cocktail [see French 75 cocktail]. Cognac should be more than a prestigious drink consumed for the purpose of conspicuous consumption. I strongly believe that education is key to reveal the facets of this spirit. This is the reason why it takes a long time for people to be interested in cognac as it takes a slow and involving relationship to slowly acquire knowledge and experience with different spirits and to be able to compare and recognize the superiority of cognac.
Another recent connection between cognac and The Philippines has been Hennessy signing a multimillion- dollar agreement with the boxing legend Emmanuel “Manny” Pacquiao. [see: <a>http://tinyurl.com/3ejc3eu</a>%5D
Manny is the classic success story form the boxing and/or sport history. He is the kid of a large family with separated parents, he spent some times on the streets of Manila. He started a professional boxing career in 1995 when he was 16 years and became a local star boxing underweight in his weight category. What is the most amazing to me is that he has succeeded to be a world champion in four different weight classes. It is outstanding to be a world champion in just one class and I cannot imagine the sacrifices and dedication required to meet the different weights of the different classes! In addition, Manny is acting, creating music recordings, and more recently he entered in politics in The Philippines. In May 2010, Pacquiao was elected to the House of Representatives in the 15th Congress of the Philippines, representing the province of Sarangani where he is originally from.
This deal with Hennessy Cognac will not only serve the purpose of the brand in The Philippines but it will be carried into the other world markets where Mr. Pacquiao is an icon, but also through the positive image that this man carries through his successful endeavor in general.