per even allaire, hine cognac
TRANSCRIPT
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Rejuvinating a category classic through
Brand Redesign & Product Innovation
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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
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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
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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
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BACK TO BASICS
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SETTING SAILS UP
Revamping H by HineRecruit new consumers
Brighter, more vibrant imageBecome a cognac reference in mixologyLead the way through the Hine range
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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…
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To be continued…
Enhance range homogeneityIncrease shelf visibilityImprove textures & materialsImmediate brand identification
REACHING CRUIS ING SPEED
with Rare VSOP, Antique XO…
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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.
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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
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ME, MYSELF & H INE
#brandbuilding through lifestyle and community
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ME, MYSELF & H INE
www.hine.com gets fresher looks
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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