Open house BNIC

The BNIC (Bureau National Interprofessionnel du Cognac), the  trade organization of Cognac, organizes an open house in Cognac on 31 March 2010 for its 5 000 members to present and explain its activities. What a party?! No probably not, it’s more about their marketing activities, communication and similar.

The Bureau National Interprofessionnel du Cognac is a service with the mission to support Cognac sales and lobbying. It includes all wine and all the traders in the region of Cognac. It is a private institution, funded by professionals of the Cognac region (traders and growers). However, it is vested with public service missions.

Its members are nominated by trade unions representing most families of growers and merchants. The president is elected for five years. At the moment, Catherine Le Page is head of the BNIC is .

Cognac Expert talked to a former official of the BNIC:

The BNIC is totally dependent on the big four players, it is really frustrating. It’s about Cognacs with an ‘s’ in the end and not about one single brand. The players have far too much power in this institution – they would never accept that smaller or middle sized cognac companies would rise.

The diversity of Cognac is getting smaller and smaller and more growers become dependent of the big houses. If this continues, the original culture of Cognac will vanish. It’s a pity.

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Max is a spirits expert and speaker, into marketing, technology, startups, and business development. He’s also a farmer. He likes tools and machines, Game of Thrones, and Better Call Saul. Included in his Top 10 Cognacs are the Audry XO and Bache Gabrielsen 1973.Max founded Cognac Expert in 2010 at his family’s estate in Poullignac, in the Cognac region, France. Started as a blog, today Cognac Expert is the world’s largest website about all things Cognac, a blog, and a specialized online shop featuring 800+ different Cognac bottles.

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