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Entry Level Cognac Brands Haven't Improved Quality

According to Hine Cognac’s CEO, “The trend towards premiumisation across all consumer categories, including fashion and alcohol, is seeing brands improve their image without improving quality.” This trend has meant that lower grade brands have been able to improve their overall perception without improving their quality. However he goes on to say that “connoisseurs are now seeking products with flawless raw material, of precise provenance and uncompromising quality” in their search for truly premium brands. So, it’s not about the logo, discerning customers want superb quality, like Hermitage - take our 43 year old for example.