The Cesium Thought Leadership (CTL) panel met recently to discuss the role industry bodies play in shaping the drinks industry. They concluded that these bodies have 4 areas of influence: education, interdependency, unified thinking and lobbying. The regulatory body for cognac is the Bureau National Interprofessionnel du Cognac (BNIC) whose mission is ‘to develop and promote cognac, representing the best interests of all cognac professionals including growers, merchants and members of other activities related to the cognac trade’. They control all stages of cognac production including the regulations required to manage the growing, wine making, distillation and ageing. Over the years their powers have increased and they now control market and sales information (both country by country and by product type) enabling them to manage government taxes and duties. In short, the BNIC manages every stage of cognac, from the vineyards to the end buyer and certainly covers the 4 areas of influence recognised by the CTL. This level of control definitely protects the industry from rogue trading but has also been criticised for stifling innovation. We wait to hear what the BNIC thinks about ‘Adding a Finish’ as suggested by Martell (see previously) – will others dare to follow?
Read more about the BNIC on our Brandy Education page.