This document outlines a brand redesign and product innovation strategy for a classic cognac brand. It discusses initial assessments of the cognac category and competitors. The strategy involves going "back to basics" with the brand identity, revamping packaging and branding, broadening consumer awareness through mixology and lifestyle branding, innovating the product line with single estate and single cask offerings, and using digital marketing to engage consumers and build the brand for the long term. The overall goal is to rejuvenate the classic brand and drive it to reach cruising speed in a challenged cognac category.

1. Rejuvinating a category classic
through
Brand Redesign & Product Innovation

2. INITIAL ASSESSMENT
R E P L I C A B L E P R O D U C T S
F A S T F A S H I O N
H A S T Y P R E M I U M I S A T I O N
B R A N D S G E T T I N G S T R O N G E R
Acute provenance
Brands with legitimate artisan
inheritance
True singularity
quest for
Spirits
S M A L L - B A T C H R E I G N
M I X O L O G Y
L I F E S T Y L E
C O L L E C T I B L E S
M A S S I V E P U R E P L A Y E R S
Full experience
Brands with heritage or stories
Strong identity
Brand affiliation
Global
quest for

3. Brand build for 250 years more
g 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 box
H 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
INITIAL ASSESSMENT

4. Homogeneity & Visibility
BACK TO BASICS
Draw on our D.N.A to imprint a
clear brand alignment through:
L O G O
P A C K A G I N G
W O R D I N G S

5. BACK TO BASICS

6. SETTING SAILS UP
Revamping H by Hine
Recruit new consumers
Brighter, more vibrant image
Become a cognac reference in mixology
Lead the way through the Hine range

7. SETTING SAILS UP
Take a walk on
Create unique propositions
Appeal to different consumers
Broaden awareness
Collectible items
Limited Edition Gift Box, Holiday Season 2016, Designed and painted by Ragna Bley
the Hine side…

8. To be continued…
Enhance range homogeneity
Increase shelf visibility
Improve textures & materials
Immediate brand identification
REACHING CRUISING SPEED
with Rare VSOP, Antique XO…

9. LIVEN UP THE 6T H CONTINENT
Unique selling proposition
Make the most of our heritage
Avoid domestic cannibalization
Differenciation within category
In line with brand building
You travel?
Your cognac does too.

10. Single Cask.
Plot distinction
Singled-out in one cask only
Unique selling proposition
Tailor-made for client
BE BOLD
Bonneuil.
Single-estate collection
Unblended, terroir-driven
Owned first growth vineyard
Limited edition of 19 casks
Innovative at all times

11. ME, MYSELF & HINE
#brandbuilding
through lifestyle
and community

12. ME, MYSELF & HINE
www.hine.com gets fresher looks

13. 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