Semiotics Report on
Liquor Categories in China
Prepared for Strive Insight
By WisdomAsia
Our approach in summary
SEMIOTIC
APPRAISAL OF
THE MARKET
UNDERSTAND
CONSUMER
BEHAVIOUR
REACTION TO
DESIGNS
A review of the Chinese
market in terms of Cognac,
Whisky and Wine to produce
a semiotic code framework
Online qualitative forum to
understand consumer
attitudes and behaviour and
how this compares to the
semiotic code framework
Consumer workshops to
understand reaction to
designs – both competitor
and Courvoisier present and
future
This report is for the
semiotic phase only
2
An upfront semiotic appraisal is necessary to produce a
code framework

Understanding the codes used in the Chinese market
We will conduct a semiotic appraisal of the Chinese market in three
drink categories:
 Cognac, Scotch Single Malt and Premium Wine
Although our focus is Cognac/Courvoisier, we feel it will be important
to understand the commonalities and differences that exist in those
categories. They occupy a similar space (as opposed to, for example,
spirits that are drunk mixed or beer) and so will provide invaluable
context for our understanding of what codes define the Cognac
category
We will look at the category and the players and packaging
executions within it. Although we will focus on imported spirits, we
will include Baijiu – a Chinese wine that is a traditional premium
category now evolving quickly. This helps us take reference on
packaging as well (i.e. old vs young, local vs international)
Semiotic reviews should take into account the retail environment
context – we will immerse ourselves in the various retail
environments whilst reviewing the products themselves
3
Our Semiotic Appraisal approach will have three
complementary core elements

1.
2.
3.
Semiotics is the study of signs. Our process will:
UNDERSTAND THE SIGNS
DECODE THE CULTURE CODES
‘TRAJECTORY’ OF Cognac PACKAGING CODES

The next few slides will show each of these steps in more
detail
4
Step 1 – Understanding the signs
Semiotics – the study of signs where we study an item
(whether it be a drawing, bottle or photo) and the
meaning it conveys to the consumer
OBJECT
MEANING
So what do we do during this stage?
•
Visit bars and retail (including online) and
talk to bartenders and Cognac lovers
•
This combines with desk research and our
existing knowledge
•
We can then define the key packaging
signs for Cognac, Scotch Single Malts and
Premium Wine
SIGNS
The object is the thing, item, or code that we
‘read’ – so, a drawing, a word, a photo. Each
object has a meaning, the idea or meaning
being expressed by that object. Only together
do they form a sign.
5
Hypothetically, these are the signs for a bottle design
Overall bottle shape
Bottle cap/neck wrap colour
Bottle cap/neck wrap material
Bottle cap material
Perceived colour of liquid
Bottle cap colour
Perceived clarity/smokiness of
liquid
Bottle neck shape
Logo placement
Bottle body shape
Bottle body material
Label colour
Bottle body texture
Label visuals
Bottle body colour
Label font
6
Step 2 – Decoding the culture codes
Our interpretation of these signs will always bear in
mind the cultural context
SIGNS
CULTURAL
CODES
DESIGN
CODES
Provides Chinese cultural codes to reveal
how the key Cognac packaging codes evolve
in this market
So, how do Chinese cultural cues influence
how they perceive these signs?
A basic example – we might view black
secondary packaging as premium, but in
China black may be perceived as bad luck
Example culture code interpretation
7
Hypothetically, these are the cultural codes in the alcohol category
As Baijiu is a very
dynamic category that is
reflecting cultural trends
of the local China
market, we have used
Baijiu as a proxy to
illustrate possible
cultural codes that exist
in this market
PREMIUMISATION
HERITAGE
YOUNG
COLLECTOR’S
FEMALE
FUN
OCCASION-BASED
WESTERN
INGREDIENT
(weddings, anniversaries)
For each of these cultural
codes, we will flesh out the
different signs that
embodies the cultural code
FUN
• Bottle colour looks
young and modern
• Bright coloured cap and
labels on the packaging
is vibrant and fun
• Visual motifs are also
fun
• Unique and
fun shape
taken from
iconic
symbols
8
Step 3 – ‘Trajectory’ of Cognac packaging codes, generating
the guide for future packaging innovation ideas
Applying the cultural lens to the evaluation of the
‘signs’ in pack design – to produce a code framework
THE MUSTHAVE DESIGN
CODES
OPPORTUNITY
MAP
We will understand packaging design trends
and provide examples of how packaging is
evolving to signify new trends in the category
• How the market currently signifies
premium and how this translates
into the Cognac category
• Understand relevant cues from
other categories (e.g. whisky)
• Inputs for future communication
and design
9
Hypothetically, this is an example of how we will further
contextualise the analysis to provide strategic insight for
future development …
Dominant Codes – stories that
resist change
Emerging Codes –
the fresh habits/
rituals
WESTERN
INGREDIENT
Recessive Codes – the
changing codes
HERITAGE
COLLECTOR’S
PREMIUMISATION
OCCASION-BASED
YOUNG
FEMALE
FUN
(weddings, anniversaries)
10
… which is guided by the changes we have seen in the
packaging design of key brands in the market over time
EXAMPLE OF WULIANGYE
Dominant Codes – stories that
resist change
Emerging Codes –
the fresh habits/
rituals
Recessive Codes – the
changing codes
1959
1970
1978
1986
1995
2017
11
Baijiu
How do Chinese consumers view Baijiu
Baijiu is a Chinese alcohol that is known to be have high alcoholic levels (usually it is at least 38%, with
exceptions for female-targeted Baijiu, which is at 20%).
Baijiu literally means “white alcohol”, and the name is derived from the colour of the alcohol, which is
transparent and colourless. The highest quality Baijiu is perceived to have the highest level of clarity and
transparency, with as little or no bubbles as possible.
The price range varies widely for Baijiu, for as low as RMB 10 and as high as RMB 1,500
Baijiu is usually drank by the older generation, and less preferred by younger consumer. And it is also
perceived as a drink preferred by males, so females tend to choose it less. And the brands are aware of this,
so there is emerging trend of new Baijiu offerings now targeting at the youth, and female.
Culture Codes for Baijiu
RECESSIVE CODES
DOMINANT CODES
EMERGENT CODES
The Impressive Deluxe
The Iconic Leader
The Western Wannabe
The Decent Antique
The Trendy Purist
The Modern Female
The Casual ‘RTD’
Premium Codes
RECESSIVE CODES
A more “premium”
Baijiu which is
appreciated by
the older
generation
The Impressive Deluxe
WHO
 Middle aged (40 years old and above)
drinks this?
WHEN
 Mostly for collection or receive as a gift – not for consumption
do they drink this?
WHERE
 Chinese Restaurant
do they drink this?
WHAT
does it symbolise?
WHY
do they drink this?
HOW
Do they drink it?
 Premium
 Wealth
 Social status
 Usually kept at home for collection
 To celebrate an occasion
 Neat
RECESSIVE CODES
Perceived as a gift for
older generation due
to its design which is
similar to Chinese
Antique. However, it is
getting less and less
popular as younger
generation prefer
something more
trendy.
The Impressive Deluxe
RECESSIVE CODES
The Impressive Deluxe
BOTTLE SHAPE
• The rounded egg-like body shape are similar to
Chinese antique (white and blue porcelain) therefore
it is only for collection. Thus, the antique represents
wealth and prosperity in Chinese culture
BOTTLE COLOUR
• Red color represents the occasion of joyous and
golden color represents prosperity in the Chinese
culture codes
RECESSIVE CODES
The Impressive Deluxe
MOTIFS
• The motifs on the bottle is written by Chinese
pictography or calligraphy, which reflects traditional
Chinese artwork  has keeping value
RECESSIVE CODES
Baijiu that has a strong
connection with the
Chinese culture
The Decent Antique
WHO
 Middle aged (40 years old and above)
drinks this?
WHEN
do they drink this?
WHERE
do they drink this?
WHAT
does it symbolise?
WHY
do they drink this?
HOW
Do they drink it?
 Social gathering
 Personal gathering
 Home
 Chinese Restaurant
 Vintage
 History
 Old-fashioned
 To celebrate an occasion
 Kept at home for collection
 Neat
RECESSIVE CODES
Porcelain Bottle
design conveys strong
Chinese cultural
heritage, but
traditionalism is losing
its relevance with
younger generations
The Decent Antique
RECESSIVE CODES
BOTTLE MATERIAL
• Porcelain bottles are used as it
represent traditional Chinese style
of keeping alcohol. However it is
seen as out-dated by many
The Decent Antique
LABEL
• The brand names on the bottle are
written in Chinese calligraphy which
is the traditional way of writing
therefore is it well-liked among the
older generation
BOTTLE COLOR
• The use of plain and dull colours is
consistent with olden Chinese
Porcelain design  rare nowadays
and is mostly for collection
DOMINANT CODES
Ranges from the
very cheap
variant to the
super premium
variant (very
limitedly
produced) and it
caters to
everyone
The Iconic Leader
WHO
drinks this?
WHEN
do they drink this?
WHERE
do they drink this?
WHAT
does it symbolise?
WHY
 Middle aged people (40 years old and above)
 As a gift to government officials
 Higher level income individual
 Gathering with friends & family members
 Social gathering
 Chinese Restaurant
 Home
 Traditional
 Premium
 Social status
 To celebrate an occasion
do they drink this?
HOW
Do they drink it?
 Neat
DOMINANT CODES
Gold and red colour
label with transparent
or white coloured
bottle are the most
iconic design of Baijiu
that are closely linked
to Wuliangye and
Maotai
The Iconic Leader
DOMINANT CODES
BOTTLE SHAPE
• Long Bottle neck, broad
shoulders, and fat circular body is
seen as a traditional classic Baijiu
bottle (Wuliangye)
The Iconic Leader
BOTTLE MATERIAL
• The transparent glass bottle is iconic.
 use to determine the quality of the
Baijiu, the lesser the bubbles, the higher
the quality
DOMINANT CODES
The Iconic Leader
BOTTLE MATERIAL
• The bottle of a Maotai Baijiu is seen to be similar to
the iconic pillars located in front of Tian An Men,
Beijing which is made out of white Jade  although
consumer are aware that the bottle is made from
plastic, they sees the similarities in them and thus
perceive it to be premium
LABEL COLOUR
• The use of gold and red colors in their bottle label 
since the beginning is has been the same as both
gold and red translates to prosperity in the Chinese
culture
DOMINANT CODES
The Iconic Leader
Two leading brands, Moutai and Wuliangye, defined the classic design of Baijiu and it
has retained its iconic look over time.
Moutai has hardly changed its packaging over the years, keeping to the iconic bottle shape, and gold/red label design
1950s
1960s
1970s
1980s
1990s
2000s
Current
Wuliangye had changed its design over the years, in terms of the bottle shape and dropping the red in the label at certain intervals, but it
has kept the transparent glass colour, giving it the iconic look. It’s current bottle shape and colour strongly differentiates it from other
brands in the market.
1959
1970
1978
1986
1993
1995
2017
EMERGING CODES
A more trendy
Baijiu to cater
for the younger
to middle age
consumers
The Trendy Purist
WHO
drinks this?
WHEN
do they drink this?
WHERE
do they drink this?
WHAT
does it symbolise?
WHY
 Younger to Middle aged (30 – 45 years old)
 Higher, senior level people
 Social gathering
 Personal gathering
 Chinese Restaurant
 Home
 Trendy
 Pure
 Fashionable
 To celebrate an occasion
do they drink this?
HOW
Do they drink it?
 Neat
EMERGENT CODES
It’s a modern shift from
‘The Iconic Leader’ and
leverages on the cues of
distillation process of
producing Baijiu (i.e.
water drop shape and
colours)
The Trendy Purist
EMERGENT CODES
The Trendy Purist
BOTTLE SHAPE
• Long bottle neck and short, round
bottle  the shape of water drop,
an innovative design without
forgetting its roots of distillation
BOTTLE COLOR
• Blue can be associated with purity
while white can represents clarity
 high quality baijiu without any
mixture
EMERGENT CODES
More appealing
towards the
younger crowded
due to its more
“Western” design
The Western Wannabe
WHO
 Young generation (20 – 30 years old)
drinks this?
WHEN
 Social gathering
do they drink this?
WHERE
 Chinese Restaurant
do they drink this?
WHAT
does it symbolise?
WHY
do they drink this?
HOW
Do they drink it?
 Trendy
 Western-style
• Willing to try new things
• Adventurous
 Neat
EMERGENT CODES
As the Western culture
has always been the
“thing” in China, Baijiu
players are attempting
to attract the younger
generation of
consumers by creating
a “western” bottle
design
The Western Wannabe
EMERGENT CODES
The Western Wannabe
BOTTLE SHAPE
• Long bottle neck and round, fat & short bottle
is similar to the imported liquor such as Cognac
hence it feels western and premium
LABEL
• The words on the label are in English and the Westernstyle images which can be related to western-style
products  more premium than local products
EMERGENT CODES
Suitable for the
younger female
consumers due to
smaller bottle as
well as lower
alcohol content
The Modern Female
WHO
drinks this?
WHEN
do they drink this?
WHERE
do they drink this?
WHAT
does it symbolise?
WHY
 Young generation (20-30 years old)
 Female
 Gathering with friends
 Social gathering
 Restaurant
 Bar
 Home
 Cute
 Fashion
 Low alcohol level
do they drink this?
HOW
Do they drink it?
 Neat
EMERGENT CODES
As Baijiu is a male
skewed category, it is
seen as wanting to
cater to the more
niche female market
by offering a more
“fun” and “feminine”
bottle designs.
The Modern Female
EMERGENT CODES
The Modern Female
BOTTLE SHAPE
• Long bottle neck and slim bottle
with a curve design can be seen as
suitable for female  seen as easy to
carry around in handbags
• Curvy bottle shape looks feminine
 seen as an ideal woman’s body
BOTTLE LABEL
• The image of a girl on its label
create a more softer, feminine
look
EMERGENT CODES
A young, trendy
and innovative
drink to appeal
to the younger
generations
The Casual ‘RTD’
WHO
 Young generation (20-30 years old)
drinks this?
WHEN
 Gathering with friends
do they drink this?
WHERE
do they drink this?
WHAT
does it symbolise?
WHY
do they drink this?
HOW
Do they drink it?
 Chinese Restaurant
 Bars
 Convenient store
 Trendy
 Innovative
 Fresh




Want to try new things
Want to have a substitution of juice, beer and other drinks
For enjoyment
Low price
 Neat
 Mixed with other liquor for making cocktail
 Drink directly from the bottle
EMERGENT CODES
As consumers’ lifestyle is
becoming more and
more fast paced
(especially the younger
generation), everything is
mobile and on-the-go,
marketers are trying to
seize this opportunity by
capturing these youths
The Casual ‘RTD’
EMERGENT CODES
The Casual ‘RTD’
BOTTLE SHAPE
• Unique bottle shapes (ex. Perfume bottle, light bulb)
 new and innovative design, gives a trendy looking
feeling
BOTTLE SIZE
• Smaller bottle size that makes it easy for single
consumption  easy to pick up while on-the-go
EMERGENT CODES
The Casual ‘RTD’
BOTTLE LABEL
• The cute and cartoon design on the bottle label looks fun and
attractive  appealing to the younger consumers
Overview of culture codes for Baijiu
More Premium
Less Premium
The Trendy Purist
The Decent Antique
The Casual ‘RTD’
The Iconic Leader
The Impressive Deluxe
The Western Wannabe
The Modern Female
Dominant codes (Iconic Leader and Trendy Purist) are considered more premium, while emerging codes (Casual ‘RTD’, Western
Wannabe, Modern Female) are non-premium. For the Baijiu category, it seems like there is a shift towards becoming more
accessible to the masses and expanding consumer base to youths and females
Overview of ‘premium’ signs for Baijiu
For the Baijiu category, the most of the premiums signs differ from Western alcohol categories (see next few sections)
Less Premium
More Premium
BOTTLE
COLOUR
OPAQUE
TRANSPARENT
BOTTLE
SHAPE
UNIQUE
CLASSIC
LABEL
COLOUR
PLAIN / DULL COLOURS
MOTIF
DESIGNS
CARTOON
RED & GOLD
CALLIGRAPHY / ANTIQUE
PROCELAIN PAINTING
Wine
How do Chinese consumers view Wine
Wine is slowly gaining popularity in China, however is it often shadowed by the more traditional “yellow
wine” or “Baijiu” because of its cultural ties. These traditional spirits has long been a part of the Chinese
culture since the beginning and has since been a part of many Chinese consumer’s lives growing up.
Wine started to pick up when the Chinese consumers were slowly getting exposed to Western culture
including their cuisine which wine is closely linked to (“Western Fine Dining”). As the demand for Western
cuisine gradually increases, so did Wine.
Wine is translated to “Pu Tao Jiu” in Chinese which back translates to Grape Alcohol and when Pu Tao Jiu is
mentioned, it is directly linked to red wine (more dominant in China) and seldom referred to as White.
There is little difference in the bottle design for red wine vs white wine, apart from the dark tinted bottle
(red wine) and clear or lightly tinted bottle (white wine).
In addition, most Chinese consumers are not very knowledgeable about wine. They are unable to
differentiate between the sub-categories of wine (ex Shiraz vs Merlot or Chardonnay vs Sauvignon Blanc).
Culture Codes for Wine
RECESSIVE CODES
DOMINANT CODES
EMERGENT CODES
The Pretentious Practical
The Classy Grandeur
The Pretty Gift
The Celebratory Emblem
The Hobby Collection
The Modern Classic
The Imitator
RECESSIVE CODES
The Pretentious Practical
Pursue quality of
life while being
cost conscious
WHO
drinks this?
WHEN
 Someone doesn’t know wine too well
 Wants to try something different but at the same time want to be
seen as drinking an imported brand
 Alone
do they drink this?
WHERE
do they drink this?
WHAT
does it symbolise?
WHY
do they drink this?
HOW
Do they drink it?
 Supermarket
 Online
 Home
 Imported
 Value for money
 Cost saving, more economical
 Want to appear westernised, sophisticated
 By wine glass
RECESSIVE CODES
Consumers are
becoming more
sophisticated and are
willing to pay more to
satisfy themselves so
they might no longer
be prioritising valuefor-money. Also
consumers are
increasingly looking at
attractive-ness of
design
The Pretentious Practical
RECESSIVE CODES
The Pretentious Practical
BOTTLE SHAPE
• Larger size and bigger wine bottle  more quantity, value for
money
DOMINANT CODES
Grandiose
interpretation of
classic wine
bottle design
The Classy Grandeur
WHO
drinks this?
WHEN
do they drink this?
WHERE
do they drink this?
WHAT
does it symbolise?
WHY
do they drink this?
HOW
Do they drink it?
 Young to older generation (18 years old and above)
 Higher income individuals
 Social gatherings
 Personal gatherings
 Home with guests/close friends and families
 On board First Class flights
 Premium
 Generosity
 Social status
 A more “expensive” option
 Appear to be classy
 With a wine glass
DOMINANT CODES
Keeping to the iconic
bottle shape of wines
which makes it a part
of the dominant trend,
while adding a level of
premium-ness through
the wider
circumference of the
bottle
The Classy Grandeur
DOMINANT CODES
The Classy Grandeur
BOTTLE SHAPE
• Tall and longish, cylindrical shape with Broader width  wine
bottles has always been tall and longish (since introduced to
China), however the broader width feels bigger and grander than
normal slim wine bottles (Chinese prefer to have things wider ex
cars.)
DOMINANT CODES
The Celebratory Emblem
Want to celebrate
an occasion but
at the same time
don’t want the
effect of a
hangover
WHO
drinks this?
WHEN
do they drink this?
WHERE
do they drink this?
WHAT
does it symbolise?
WHY
do they drink this?
HOW
Do they drink it?
 Younger generation (25 years old or above)
 Middle to high level income earners
 Social gatherings
 Celebrations
 Club
 Bar/KTV Lounges
 Fun
 Enjoyment
 Achievenment
 Lower alcohol content
 Want to enjoy but doesn’t want to get drunk
 With a champagne glass
DOMINANT CODES
Champagne has
always been seen as
not a serious drink
because of its lower
alcohol content as well
as its gas and is purely
for the sake of
celebrating
The Celebratory Emblem
DOMINANT CODES
The Celebratory Emblem
BOTTLE SHAPE
• Cylindrical shape  classic-looking (similar to wine
bottles, refer to modern classic)
• Shorter body vis-à-vis longer bottle neck 
distinguish itself from a normal wine and seen as a
“sparkling wine”
BOTTLE SHAPE
• Broader body width, bottom-heavy Similar to
Classy Grandeur whereby it is seen as more “grand”
DOMINANT CODES
The Celebratory Emblem
BOTTLE CAP
• Sticking out cork wrapped with coloured foil 
creates a “pop” sound while opening, generates
excitement and to symbolize the start of
celebrating an occasion
DOMINANT CODES
Caters to all
level of wine
drinkers
The Modern Classic
WHO
drinks this?
WHEN
do they drink this?
WHERE
do they drink this?
WHAT
 Younger to older generation (18 years old and above)
 All level of individuals
 Social gathering
 Personal gathering
 Alone
 Bars
 Restaurants
 At home
 Social status
does it symbolise?
WHY
do they drink this?
HOW
Do they drink it?
 To relax
 Form of enjoyment
 Using a wine glass
DOMINANT CODES
Adopting the same
bottle design
throughout the years
(both red and white).
The same can be said
for locally made red
wine.
The Modern Classic
DOMINANT CODES
The Modern Classic
BOTTLE SHAPE
• Cylindrical shape, slim and narrow body, tall and longish 
Classic wine bottle design, has been introduced to this bottle
shape since the introduction of wine to the country therefore
consumers see this as the classic, standard wine bottle
EMERGING CODES
Want to be seen
as putting in
effort when
choosing a gift,
shows how much
you value the
recipient
The Pretty Gift
WHO
 To be given as gifts
drinks this?
WHEN
do they drink this?
WHERE
do they drink this?
WHAT
 Persona gathering
 Social gathering
 Supermarkets
 Online
 Home
 That they value the recipient
does it symbolise?
WHY
do they drink this?
HOW
Do they drink it?
 Presentable
 Nice looking
 Looks sincere
 Using a wine glass
EMERGING CODES
Gifting in China is a
popular trend.
Increasingly,
consumers tend to
understand and
appreciate wine more
(perceive more
premium than
traditional Baijiu),
therefore is an
emerging trend
The Pretty Gift
EMERGING CODES
The Pretty Gift
PACKAGING
• Wine is normally sold by the bottle without a box,
therefore consumers sees this a more premium and
expensive wine due to its packaging
PACKAGING DESIGN
• In addition to box, the design/pattern is sophisticated
but at the same time seen as elegant and trendy 
suitable as a gift
EMERGING CODES
A wine that is
very personalized
and bought solely
for collection
purpose
The Hobby Collection
WHO
 Collectors
drinks this?
WHEN
 Usually kept at home, not for drinking
do they drink this?
WHERE
do they drink this?
WHAT
does it symbolise?
WHY
 Imported and exclusive supermarket
 Online
 Limited Edition
 Rare
 Collection
 Not drunk but kept as a collection
do they drink this?
HOW
Do they drink it?
 Usually displayed at home where everyone can see
EMERGING CODES
As the popularity of
the brand grows,
consumers are willing
to spend and buy the
related products of the
brand especially if it
links to their particular
hobby just for the
purpose of collection
The Hobby Collection
BOTTLE SHAPE
EMERGING CODES
The Hobby Collection
LOGO
• Brand label has nothing to do with wine  targets specifically to
those who favours the brand
• No year, type of wine mentioned  low quality wine
EMERGING CODES
Unable to tell
that it is a wine
at first glance
The Imitator
WHO
 Younger generation (18 – 30 years old)
drinks this?
WHEN
 Casual gathering with friends
do they drink this?
WHERE
do they drink this?
WHAT
does it symbolise?
WHY
do they drink this?
HOW
Do they drink it?
 Restaurant (Any)
 Home
 Adventurous
 Stand out
 Risk taker
 Try out new things
 To be different from the rest
 With any glass
EMERGING CODES
Attempting to break
out from the normal
codes, trying to be
different to capture
those who are willing
to try new things
The Imitator
EMERGING CODES
The Imitator
SHAPE
• Square-ish body  looks like
a vodka, consumers do not
know what to expect (in terms
of taste) therefore not for
serious ocassion
• Long neck with a round
body  looks like Bailey’s,
similar with the above
Although different types of wine can be indicated from the
bottle design, Chinese consumers are not savvy enough to
identify it.
Riesling is not commonly known in China, so
when they see this bottle design, they could
mistaken it for ‘Ice Wine’ as is fits their
perception of small and slim design
Other than the designs in the dominant codes, Chinese
consumers might not be able to decode the designs
Overview of culture codes for Wine
More Premium
Less Premium
The Classy Grandeur
The Modern Classic
The Hobby Collection
The Celebratory Emblem
The Pretty Gift
The Imitator
The Pretentious Practical
Dominant codes (Classy Grandeur, Celebratory Emblem) are considered more premium, while recessive codes (Pretentious Practical)
are non-premium. For the Wine category, it seems like dominant trends are considered more premium, while emerging trends
are more mid-level premium as consumers might see novel trends as ‘gimmicky’ hence lacking high premium-ness
Overview of ‘premium’ signs for Wine
For the Wine category, there are less fewer signs of premium-ness and is consistent with other alcohol categories.
Less Premium
BOTTLE
SHAPE
UNIQUE
BOTTLE
WIDTH
NARROWER
CARTON
WITHOUT CARTON
More Premium
CLASSIC
WIDER
WITH CARTON
Scotch
How do Chinese consumers view Scotch
In China, Scotch is a lesser established category compared to Cognac due to its shorter presence in the
country.
However, Scotch seems to be more appealing towards a more younger crowd. One of the main reasons is
that its entry level brands are cheaper than the entry level brands for Cognac thus allowing the younger
consumers to enjoy imported spirits at a lower cost. Scotch is becoming a more and more popular choice
for teenagers in clubs, KTVS as well as bars mainly because if its cheaper way to have fun.
With that being said, because of the higher overall awareness of Scotch as well as the higher demand for
the category, the more premium range has been introduced to the market. Consumers are now slowly
switching from the traditional Baijiu to premium Scotch for gifting purposes, especially to younger
affluent consumers.
Culture Codes for Scotch
RECESSIVE CODES
DOMINANT CODES
EMERGENT CODES
The Wealthy Flaunter
The Exclusive Tribute
The Trendy Entree
The Sincere Gratitude
The Next Level Up
Premium Codes
DOMINANT
RECESSIVE CODES
CODES
Seen as showing
of his/her wealth
by enjoying a
bottle of premium
scotch
The Wealthy Flaunter
WHO
drinks this?
WHEN
do they drink this?
WHERE
do they drink this?
WHAT
does it symbolise?
WHY
do they drink this?
HOW
Do they drink it?
 Middle aged and above (40 years and above)
 High income level individuals
 Banquet
 Social & personal gathering
 Business occasion
 High End bars
 At home
 Chinese Restaurants
 Premium
 Expensive
 Social Status
 Premium Quality
 Show off
 Neat
 On the rocks
DOMINANT CODES
Having face value
is a strong
element in the
Chinese culture
and those who are
able to would
tend to flaunt
them
The Wealthy Flaunter
DOMINANT
RECESSIVE CODES
CODES
The Wealthy Flaunter
PACAKGING COLOR
• Navy blue color  influenced by the
western legacy that darker colors symbolizes
premiun-ness
PACKAGING DESIGN
• ‘One-door side opening’  different from the
normal top opening, able to showcase the bottle
without taking the whole bottle out, seen as more
classy
DOMINANT
RECESSIVE CODES
CODES
The Wealthy Flaunter
STOPPER DESIGN
• Unique bottle stopper design 
overall stopper sees as “high class”
because of the more sophisticated
design
STOPPER FEATURE
• Golden ring stopper shows its
premium-ness as it is uncommon for a
whiskey bottle to have such stopper
DOMINANT CODES
Entry level
Scotch to cater
to the younger
crowd that is
not so
financially
capable
The Trendy Entree
WHO
drinks this?
WHEN
 Young generation (20-30 yrs. old)
 People who started to drink Scotch
 Gathering with friends
do they drink this?
WHERE
do they drinks this?
WHAT
 KTV
 Bars
 Night clubs
 Want to be seen as drinking Scotch
does it symbolise?
WHY
do they buy this?
HOW
Do they drink it?
 Available in almost every bar and KTV
 Cheap
 On the rocks
 With mixes (e.g.. Soda, Coke)
DOMINANT CODES
Typically, these Scotch
are the first choice for
young generation or
entry-level drinkers as
they are not
expensive. While at
the same time being
more trendy than
drinking Cognac,
which is perceived to
be for a more matured
audience
The Trendy Entree
DOMINANT CODES
The Trendy Entree
PACKAGING MATERIAL
• The packaging is made up of thin cardboard  seen
as easily tear-able and flimsy therefore cheap
PACKAGING COLOR
• Bright coloured packaging is seen as less premium
 due to influence of Western context whereby
premium is associated with darker/black colours
while the cheaper one are more bright and eyecatching
EMERGENT CODES
Seen as premium
gifts for the
important person
The Exclusive Tribute
WHO
 Use as gifts for important people
drinks this?
WHEN
 Usually kept at home, not for drinking
do they drink this?
WHERE
do they buy this?
WHAT
does it symbolise?
WHY
do they buy this?
HOW
Do they drink it?
 Premium imported supermarket/ Shopping mall
 Online
 Duty-free store
 Luxury
 Social Status
 Exclusive
 Limited Edition
 Presentable
 NA
EMERGENT CODES
When presenting a
gift, the presentation
is the most important
factor to consumers,
the more elegant and
premium the
packaging, the more
the giver will not “lose
face”. An emerging
trend as Scotch is
becoming more and
more popular amongst
consumers
The Exclusive Tribute
EMERGENT CODES
The Exclusive Tribute
BOTTLE SHAPE
• Bottle shape is unique and perceived as limited edition for collection 
symbol of premium
BOTTLE MATERIAL
• High quality glass are used for reflecting
the good lustre of the Scotch
EMERGENT CODES
The Exclusive Tribute
STOPPER DETAILING
• Engraved Lettering on the bottle stopper  produce
the aesthetic feeling which make the Scotch more
premium.
STOPPER MATERIAL
• A bottle stopper made out of materials like crystal or
silver is seen as more premium as most bottle stopper
comes with a metal cap and at most a plastic stopper
EMERGENT CODES
The Exclusive Tribute
PACKAGING MECHANISM
• ‘Two-door front opening’ creates a more
exclusive feel to the overall Scotch as it is
similar to a cupboard  able to protect the
inside while at the same time showing it off
without taking out the whole bottle
PACKAGING COLOUR
• Dark color packaging again represents premiumness as it is seen as elegant and stylish
EMERGENT CODES
Its well-known
brand combine
with its more
premium design
makes it suitable
for an ideal gift
to close friends
and families
The Sincere Gratitude
WHO
 To be used as gifts (close friends and families)
drinks this?
WHEN
do they drink this?
WHERE
 Personal gathering
 Alone consumption
 At home with friends and family members
do they drink this?
WHAT
does it symbolise?
WHY
do they drink this?
HOW
Do they drink it?
 Premium
 High-end
 Social Status
 High quality Scotch
 Neat
 On the rocks
EMERGENT CODES
Slowly converting
from using Baijiu as a
gift towards whiskey
as it is seen as more
“premium” compared
to Baijiu
The Sincere Gratitude
EMERGENT CODES
EMBOSSMENT
• The unique embossment
design on the bottle is not
something common for a
whiskey bottle thus seen as an
“upgrade” due to its more
sophisticated patterns
The The
Sincere
Show
Gratitude
off
STOPPER DESIGN
• The stoppers looks high class
and premium because of the
usage of gold color.
PACKAGING COLOR
• The mellow colors used on the
packaging is something not too
overwhelming but at the same time
able to elegant-ness due to its simple
and direct approach
EMERGENT CODES
Seen as upgrade
compared to the
normal Scotch due
to its price as
well its
perceived higher
quality at the
same lesser known
variant
The Next Level Up
WHO
drinks this?
WHEN
do they drink this?
WHERE
do they drink this?
WHAT
does it symbolise?
WHY
do they drink this?
HOW
Do they drink it?
 Middle Aged (30ies and above)
 Medium to high level individuals
 Personal gatherings
 Social gatherings
 High end Bars
 Night clubs
 Social Status
 Premium
 Want a higher quality Scotch
 Want to be different
 Neat
 On the rocks
 With Soda
EMERGENT CODES
As younger consumers
increasing have higher
purchasing power,
they tend to be on a
look out for an
“upgrade” to show
their higher social
status
The Next Level Up
EMERGENT CODES
The Next Level Up
BOTTLE LABEL
• The higher the number of years on the bottle,
the more higher the quality which translates to
more premium
PACKAGING COLOUR
• Colour used in the packaging are a more softer shade
of colour compared to the “Trendy Entree” (refer to
trendy entree slide) which is more brighter and eyecatching. However, it is not as premium as the
“Exclusive Tribute” (refer to Exclusive Tribute slide)
Overview of culture codes for Scotch
More Premium
Less Premium
The Trendy Entree
The Next Level Up
The Wealthy Flaunter
The Sincere Gratitude
The Exclusive Tribute
Dominant codes (Trendy Entrée and Wealthy Flaunter) are at 2 ends of the premium-ness spectrum, while emerging codes (Next
Level Up, Sincere Gratitude) are positioned in between this dischotomy. For the Scotch category, it seems like emerging codes are
considered providing different levels of premium-ness for Scotch, and also increasing the occasions and target group.
Overview of ‘premium’ signs for Scotch
For the Scotch category, there are more signs to differentiate the premium level of the various offerings, compared to Wine and Baijiu
Less Premium
More Premium
STOPPER
DESIGN
PLAIN
INTRICATE
STOPPER
MATERIAL
CORK
CRYSTAL, SILVER
BOTTLE
MATERIAL
THIN GLASS
LABEL
INFORMATION
12 YEARS
BOTTLE SHAPE
CYLINDRICAL
THICK GLASS
25 YEARS
NON-CYLINDRICAL
Overview of ‘premium’ signs for Scotch
For the Scotch category, there are more signs to differentiate the premium level of the various offerings, compared to Wine and Baijiu
Less Premium
CARTON
MECHANISM
CARTON
MATERIAL
CARTON
COLOUR
LABEL
INFORMATION
NORMAL TOP FLAP BOX
THIN CARDBOARD
LIGHTER SHADE (Single Colour)
12 YEARS
More Premium
FRONT OPENING ‘DOOR’
WOOD
DARKER SHADE (Single Colour)
25 YEARS
Cognac
How do Chinese consumers view Cognac
Cognac is seen as a luxury spirit that has been in the market for a long time. As the number of “mass
affluent” and high net worth individuals have been rapidly increasing in China which then in turn pushes
the demand for Cognac. The higher range (XO and above) are typically used as gifts (to close a business
deal or as a favour).
The strong overall flavour and higher alcohol content is seen as an acquired taste therefore appeals more
towards the older crowd. Most consumers who consume Cognac are looking to experience the “French
lifestyle”. Besides that, the young generation are slowly converting towards drinking Cognac to show that
they belong to the international higher social class.
Consumers see Cognac as a more premium spirit compared to the local Rice wine and Baijiu mainly
because of its heritage (Western brand is seen as a more premium compared to local brands), availability
(needs to imported therefore lesser quantity and more expensive) and is a indulging moment that not
everyone can afford. Although, Cognac is a Western spirit, it also blends well with Chinese cuisine as many
consumers will tend to bring their own bottle while dining out in a Chinese restaurant.
Culture Codes
RECESSIVE CODES
DOMINANT CODES
EMERGENT CODES
The Next Best Thing
The Definitive Venerable
The Stylish Peacock
The Modern Twist
The Vintage Adaptation
The Hidden Gem
The Young Trendy
The Established Prudent
The Whiskey Crossover
Premium Codes
RECESSIVE CODES
Not the classic Cognac
but acceptable choice to
those who are costconscious. The design
seems mid-end, while its
price point is low end,
hence it is in an ‘awkward’
position. For those who are
looking for cheap options,
it would look above their
budget, while for those
who are willing to pay
more, they will want a
more attractive design.
The Next Best Thing
WHO
 Younger to middle aged (25 – 40 years old)
drinks this?
WHEN
do they drink this?
WHERE
do they drink this?
WHAT
 Social gathering with friends
 Alone at home
 Bars
 KTV
 Home
 Lower end cognac
does it symbolise?
WHY
do they drink this?
HOW
Do they drink it?
 Willing to try new things
 Adventurous
 Cost-conscious
 With mixers (ex. Coke)
RECESSIVE CODES
Used to be a
considered option due
to relatively friendlier
price for Cognac
However, due to its
lower perceived image
consumers are starting
to trade up due to
consumerism upgrade
trend in China
The Next Best Thing
RECESSIVE CODES
The Next Best Thing
BOTTLE NECK
BOTTLE SHOULDER
• Long slim bottle neck  do not seen it
as Cognac at first glance (not typical
Cognac design) hence lacking the
premium look associated with Cognac
• Feels the purpose of the long neck is for
gripping, similar to how beers bottles
are gripped which makes it easier to
bring around in clubs/KTVs (venue for
cheaper alcohol choices)
• Steep bottle shoulder  bottle
design not proportionate,
however feels that bigger based
will give more stability to the
bottle, similar to its target
market (matured and establish
individuals)
BOTTLE SHAPE
Long neck + short body  similar to
local soy sauce bottle – which makes it
look cheap
DOMINANT CODES
The Definitive Venerable
Most premium
quality cognac,
only drunk on
special
occasions/gift to
important people
WHO
drinks this?
WHEN
 Middle age (35 years old and above)
 High level income earners
 Gift to important people (ex. business partners)
 Special/important occasions
do they drink this?
WHERE
do they drink this?
 High End Bar
 Chinese restaurants
 Premium KTV lounge
does it symbolise?




WHY
 Form of enjoyment
 To celebrate an occasion
WHAT
do they drink this?
HOW
Do they drink it?
Heritage
History
Wealth
Social status
 On the rocks
 Neat
DOMINANT CODES
Classic and the most
iconic Cognac design
that transcends time
The Definitive Venerable
DOMINANT CODES
The Definitive Venerable
BOTTLE SHAPE
• Bottle is round in shape with short bottle neck
 seen as the most classic and iconic design
mainly because it if one the first few to arrive in
the country therefore has a lasting impression on
consumers minds
EMBOSSMENT
• Different carvings, embellishments on the
bottle  as plain bottles are seen as the norm,
bottles with embossment are viewed to be a sign
of effort put into designing the bottles therefore
translates a more premium feeling
DOMINANT CODES
The Definitive Venerable
PACKAGING MATERIAL
• Box Material  the use of wood/leather is seen as
one of the more premium packaging available as it
is perceived that it needs to be custom made
therefore creates an exclusivity feeling
DOMINANT CODES
To be
bought/drank with
close friends and
family members,
premium but low
key
The Modern Twist
WHO
drinks this?
WHEN
 Middle aged (35 years old and above)
 To be given as gifts to close family and friends
 Personal gatherings
do they drink this?
WHERE
do they drink this?
WHAT
does it symbolise?
WHY
do they drink this?
HOW
Do they drink it?
 Chinese Restaurants
 At home
 Trendy
 Premium but lower profile
 One of the “better quality” cognac
 To celebrate an occasion
 On the rocks
 Neat
DOMINANT CODES
Hints of the classic
iconic cognac design
with a twist of
innovation
The Modern Twist
DOMINANT CODES
The Modern Twist
BOTTLE DESIGN
• Visible space between brandy and the bottle
 consumers are able to see the thickness of
the bottle therefore seen as a more sturdier,
high quality glass bottle (only seen is more
modern bottle design)
BOTTLE SHAPE
• Bottle is round in shape with short bottle neck  retains
its classic Cognac bottle design (similar to The Definitive
Venerable)
• However, its plain bottle design gives consumers a twist of
modern feel  as consumers are pre-accustomed to the
embossment in the Definitive Venerable, a plain design
gives it a simple yet elegant look
DOMINANT CODES
The Modern Twist
PACKAGING DESIGN
• Square box instead of a rectangular box used  a
square box is seen as robust while at the same
time sturdy, suitable to bring out during meals (a
sign of generosity) instead of the more cheaper
rectangular boxes
BOTTLE CORK
• Trendy bottle cork design  the use of black,
gold and silver cork is seen to be trendy and
unique while at the same time not too
overwhelming, matching with the overall classic
bottle look
DOMINANT CODES
Elegant yet
keeping a low
profile
The Hidden Gem
WHO
drinks this?
WHEN
 Middle aged (35 years old and above)
 Cognac connoisseurs
 Personal gatherings
do they drink this?
WHERE
 At home with close family members
do they drink this?
WHAT
does it symbolise?
WHY
do they drink this?
HOW
Do they drink it?
 Premium
 High quality
 Form of enjoyment
 When relaxing
 To celebrate an occasion
 On the rocks
 Neat
DOMINANT CODES
Although black is an
inauspicious colour in
China, consumers see
it differently for
Cognac mainly
because of its western
legacy which also
translates to premium
The Hidden Gem
DOMINANT CODES
The Hidden Gem
BOTTLE COLOUR
• Dark bottle colours used  create a sense of
mysteriousness, perceive to be good quality
brandy
MATERIAL
• Matte black material bottle  is seen as an
expensive texture and not everyone knows how
to appreciate the material, so it feels more
targeted at connoisseurs who know how to
appreciate it
DOMINANT CODES
The Established Prudent
Cheaper
alternative to
the more higher
class “Definitive
Venerable”
WHO
drinks this?
WHEN
 Younger generation (18 -30 years old)
 Just started to drink Cognac
 Social gatherings
do they drink this?
WHERE
do they drink this?
WHAT
does it symbolise?
WHY
do they drink this?
HOW
Do they drink it?
 Club
 Bar/KTV Lounges
 Fun
 Young
 Cheaper alternative
 High alcohol content
 To get high / fun
 With mixers (ex. Coke)
 Neat via shot glasses
DOMINANT CODES
The option to go to
especially for younger
generations when in a
club or KTV due to its
lower price point while
at the same time its
long bottle neck
makes it easier to
carry around tables.
Therefore the codes
suits well with the
local KTV and bar
scenes
The Established Prudent
DOMINANT CODES
The Established Prudent
BOTTLE NECK
BOTTLE BODY
• Long slim bottle neck  do not sees it’s as Cognac at
first glance, and it seen for gripping (similar to The
Next Best Thing)
BOTTLE SHOULDER
• Fluid curved bottle shoulder, non-angular  vague
resemblance to classic Cognac shape, sees it as less serious
and more fun
• Cylindrical instead of flat  unlike the
classic Cognac
• Slightly curvy shape  looks rounded and
somewhat indicates the rounded silhouette
of the classic Cognac design, breaking away
from its matured look to be younger
EMERGING CODES
Want to enjoy
Cognac without
paying a premium
price for it
The Whiskey Crossover
WHO
drinks this?
WHEN
 Younger generation (20 -30 years old)
 Whiskey drinkers
 Social gathering
do they drink this?
WHERE
do they drink this?
WHAT
does it symbolise?
WHY
do they drink this?
HOW
Do they drink it?
 Bar
 KTV
 Home
 New, Fresh
 Cheaper, lower quality
 Cheaper variant of Cognac (still want to be seen as enjoying a
bottle of Cognac but not willing to spend a fortune)
 With mixers (ex. Coke)
EMERGING CODES
Bottle design
looks like a
whiskey bottle 
attract whiskey
drinkers to trade
up to Cognac
The Whiskey Crossover
EMERGING CODES
BOTTLE SHAPE
• Tall, straight cylindrical,
slim  similar to typical
whiskey bottle design (tall
slim with minimal curves)
The Whiskey Crossover
BOTTLE LABEL
• Number of years shown 
Unique only to whiskey
(uncommon for brandy)
BOTTLE SIZE
• 12 year old Courvoisier is seen as the
lowest among the three due to its more
petty bottle size  similar to the local
yellow wine bottle therefore seen as low
quality
EMERGING CODES
The Vintage Adaptation
Caters to the
niche Cognac
lovers who is
looking for
something
different
WHO
drinks this?
WHEN
do they drink this?
WHERE
 Middle aged (35 years and above)
 Middle to high level income earners
 Enjoys the taste of Cognac
 Alone
 Social gathering
 At home
do they drink this?
WHAT
does it symbolise?
WHY
do they drink this?
HOW
Do they drink it?
 Heritage
 History
 Vintage
 Form of enjoyment
 To savour the taste
 On the rocks
 Neat
EMERGING CODES
An emerging trend as
more and more
consumers are looking
beyond the norm for
something that can
excite them
The Vintage Adaptation
EMERGING CODES
The Vintage Adaptation
BOTTLE LABEL
• Bottle label with paper brown background  the
brown-ish paper label on the bottle creates an old
vintage feeling (similar to labels used in the olden
days)
PACKAGING COLOUR
• Different shades of brown used  brown is seen
as a colour that is old and has been kept for a long
time, valuable and vintage
EMERGING CODES
Targeted towards
the younger
female group 
unique and ‘cute’
packaging design
The Young Trendy
WHO
drinks this?
WHEN
do they drink this?
WHERE
do they drink this?
WHAT
does it symbolise?
WHY
 Younger generation (20 – 30 years old)
 Females
 Usually kept at home  not for consumption as it is too ‘pretty’ to
be opened and consumed
 Imported and exclusive supermarket
 Online
 Limited Edition
 Fun
 Special
 As a gift to someone who doesn’t drink
do they drink this?
HOW
Do they drink it?
 NA
EMERGING CODES
Up and coming to
entice the
younger audience
because of its
eye-catching and
“unique”
packaging design
The Young Trendy
EMERGING CODES
BOTTLE DESIGN
• White bottle with white foil 
stands out from normal bottles,
white gives a more young and
vibrant feel compared to the
usual dark and gloomy bottles
The Young Trendy
PACKAGING DESIGN
• Drawings on the box  creates a
fun and casual feeling
• Something different  able to
grab attention (normal Cognac
boxes are without drawings)
OVERALL DESIGN
• Similar drawings to create a France
feeling (red, blue, yellow as well as
the buildings). However hard for
consumers to spontaneously
identify
EMERGING CODES
Classy and
premium 
suitable as a
gift, however
content might not
be as good as The
Definitive
Venerable
The Stylish Peacock
WHO
drinks this?
WHEN
 Early thirties ( 30-35 years old)
 High level income earners
 Personal gatherings
do they drink this?
WHERE
do they drink this?
 Home (own consumption)
 Kept at home (Decorating purpose)
does it symbolise?




WHY
 Badge Value / Show off
WHAT
An expensive gift
Classy
Respect
Social Status
do they drink this?
HOW
Do they drink it?
 Neat
 On the rocks
EMERGING CODES
Highly
presentable
design  trendy,
unique, stylish
and premium
The Stylish Peacock
EMERGING CODES
BOX COLOUR
• Uses black as the main design of the
box  sign of premium-ness as well
as looking stylish
The Stylish Peacock
BOX MATERIAL
• Glossy texture, sturdy
material  high quality,
elegant
BOX DESIGN
• ‘Two-door’ opening (i.e.opens from the
front in the middle) of the box 
presentable, for big occasions
EMERGING CODES
BOTTLE SHAPE
• Unique shapes, looks delicate like
fragrance bottle designs  deemed
stylish at the same time can be kept as a
decorative item at home
The Stylish Peacock
BOTTLE LOGO
• Discreet position and not
obvious at first glance 
embedded in the bottle
design, more stylish and
premium
BOTTLE CAP
• Unique bottle cap design
 classy and stylish,
provides a more premium
overall look
CODE-DEFIER: Some designs do not fit into any of the culture codes.
Despite some similarities to local products, it does not detract from its
premium-ness
Although at first glance the bottle is seen as similar to the Chinese traditional Rice
Wine which is low in premium-ness, however consumers still seen it as a premium
Cognac due to its strong brand image and consumers familiarity towards it.
Mapping of the Cognac category (based on packaging design)
Remy Martin
Martell
Hennessey
Courvoisier
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Caveat: Ranges are chosen based on their availability in the market
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Overview of culture codes for Cognac
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The Established Prudent
The Hidden Gem
The Definitive Venerable
The Modern Twist
The Whiskey Crossover
The Vintage Adaptation
The Stylish Peacock
The Young Trendy
The Next Best Thing
Dominant codes (Definitive Venerable and Modern Twist) are considered more premium, while certain emerging codes
(Whiskey Crossover and Young Trendy) are non-premium. For the Cognac category, consumers still tend to prefer the
more classic iconic design and also see them as the best in terms of quality.
Overview of ‘premium’ signs for Cognac
For the Cognac category, most of the sign of premium-ness revolves around being classic
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BOTTLE
SHAPE
UNIQUE
BOTTLE
EMBOSSMENT
SIMPLISTIC
CARTON
MECHANISM
TOP OPENING
CARTON
MATERIAL
THIN CARDBOARD
BOTTLE
LABEL
OBVIOUS
CARTON
COLOUR
BRIGHT
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CLASSIC
INTRIGUED
TWO DOOR OPENING
WOOD/LEATHER
SUBTLE
DARK
Key Takeouts
About the cultural codes…
1
Most of the premium culture codes tend to be the dominant codes.
China is a collectivistic society that tends to value mainstream recognition of what
is considered premium, so the dominant codes (which tends to be widely
accepted) tend to form the ‘gold standard’.
2
Within the dominant codes, the codes that are iconic and/or classic is the most
premium. Hence new and unique designs (which tends to be the limited
editions/gift editions) might be less appreciated as the highest standard of
premium-ness
About the premiums signs…
3
4
5
Amongst the 4 categories, Baijiu and wine have less design signals.
Compared to Scotch and Cognac, Chinese consumers only notice few things about
the design of the bottle of Baijiu and Wine.
Wine has consistent premium codes as Scotch and Cognac. This includes having
a classic bottle shape for the category, wider looking bottle to look more
voluminous (abundance, stable), carton packaging. There is not much premium
signs to be learnt from Wine.
Baijiu is differentiated by its strong cultural signs. Some premium signs include
highly transparent glass bottle (to showcase the colour and quality of alcohol
within), as well as red and gold colours (the colour of auspiciousness, royalty,
prestigious). Caution against including Chinese calligraphy/antique motifs for
Cognac, as it might come across as gimmicky and lose the premium look
About the premiums signs…
6
Scotch has the most premium signs, of which some of them could be adapted
by the Cognac category.
- Intricate stopper design
- Crystal or silver for the stopper material
- Thick glass for the bottle material
BOTTLE MATERIAL
• High quality glass are used
for reflecting the good
lustre of the Scotch
STOPPER DETAILING
STOPPER MATERIAL
• Engraved Lettering on the bottle stopper
 produce the aesthetic feeling connoting
craftmanship and effort put into the design
• A bottle stopper made out of materials like
crystal or silver is seen as more premium as
most bottle stopper comes with a metal cap
and at most a plastic stopper
About the premiums signs…
7
Shapes play a bigger role in communicating premium-ness, compared to
colours
- Classic shapes for each respective category tends to be the most premium
- Colours are play a smaller role in differentiating levels of premium-ness, mostly
signalled by the types of colour, and to a very small extent the shades within a
colour
TYPE OF COLOURS
LESS PREMIUM
MORE PREMIUM
• Darker colours seem more premium as it is
perceived to be more mature and mysterious and
classy
SHADES OF A COLOUR
LESS PREMIUM
MORE PREMIUM
• Darker shades of perceived to be more premium for
Scotch, as darker shades seem more mature and
classic. This does not seem to be visible in the
Cognac category, because players are not using
shades of colours to differentiate the range
Premium signs for Cognac and its Implications towards each brands
For bottle shape, it still very much revolves around the classic/iconic round body with short neck shape
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Remy Martin
Martell
Hennessey
Courvoisier
UNIQUE
BOTTLE SHAPE
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CLASSIC
Premium signs for Cognac and its Implications towards each brands
Embossment to consumers is seen as “putting in” effort into creating a more premium bottle. However this is considered a secondary code,
i.e if it applies to a classic bottle then it would come across as “premium” how on its own it might not have that similar effect
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Remy Martin
Martell
Hennessey
Courvoisier
SIMPLISTIC
BOTTLE EMBOSSMENT
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INTRICATE
Premium signs for Cognac and its Implications towards each brands
Two door opening is seen as the more premium way for a Cognac bottle to present itself and currently Courvoisier’s highest range is only one
door side opening therefore there is an opportunity for Courvoisier to bring it up a notch.
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Remy Martin
Martell
Hennessey
Courvoisier
TOP OPENING
CARTON MECHANISM
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TWO DOOR OPENING
Premium signs for Cognac and its Implications towards each brands
Materials like wood and leather is perceived to be custom made and exclusive which is the main contributor for its premium-ness level, and again there is
an opportunity for Courvoisier to “join” the segment as both their most premium range do not have wood/leather material included
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Remy Martin
Martell
Hennessey
Courvoisier
THIN CARDBOARD
CARTON MATERIAL
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WOOD/LEATHER
Premium signs for Cognac and its Implications towards each brands
Consumers view Courvoisier’s bottle label as obvious hence there is a way to further premiumise it by making the label it more subtle.
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Remy Martin
Martell
Hennessey
Courvoisier
OBVIOUS
BOTTLE LABEL
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SUBTLE
Premium signs for Cognac and its Implications towards each brands
Bright colours is seen as less premium and cheap (refer to Trendy entree) and Courvoisier’s colour of purple and gold is seen as bright/light
and its not considered a royal colour like in the Western countries therefore it doesn’t connote any from of premium-ness
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Courvoisier
BRIGHT
CARTON COLOUR
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DARK