Major spirits brands, from vodka to whiskey, have long since graced the shelves of wine shops and supermarkets. Today, it's time for something new and innovative.
Take cognac, for example: a winemaker like Tercinier has modernized this iconic spirit by combining it with caramel cream, creating an original product that has enjoyed great success, particularly in the United States.
Why such a craze for spirits and cocktails? Because consumption habits are changing. In restaurants, wine consumption is declining while cocktail consumption is steadily increasing. What's special about them? Unlike wine, they're harder to reproduce at home, which is pushing consumers to favor them when they go out.
Innovation is the key to success today, but marketing also plays a vital role. More and more celebrities are partnering with spirits brands, leveraging their notoriety to promote premium and on-trend products. As part of this tour, we will offer spirits producers strategic partnerships with show business figures to strengthen their visibility and market appeal.
