Cognac house Hine has signed an exclusive global travel retail distribution agreement with UK agency SipWell Brands.
Hine is widely considered one of the great Cognac houses. It is also among the oldest, having been established in 1763 on the banks of the Charente River in Jarnac by Englishman Thomas Hine, who had travelled to France at the height of the Revolution.
Hine joined a Cognac firm, married the owner’s daughter and became a director, with the company eventually bearing his name.
The house’s Cognacs are sourced from two Premier Crus – Grand Champagne and Petite Champagne.
To celebrate its 260-year history last year, Hine unveiled a revamped brand identity, representing the initial phase of its refreshed global marketing and communication strategy.
The Cognac house seeks to extend its global travel retail footprint, most notably in key airport locations including the UK, USA and Asia, across its wide range of products. These include VSOP and XO, as well as single estate Cognacs and Grande Champagne single cask vintages.
Hine joins Sipwell’s extensive line-up of premium spirits including Edinburgh’s Lind & Lime gin and Caribbean Black Tot rum, as well as a wide range of Scotch and international whiskies, including The Glenturret, Kilchoman, Port Askaig, Fable, Nc’nean, Stauning, Archie Rose and Two Stacks.
Hine is the only Cognac to carry the Royal Warrant since 1962. It has been renewed every five years.
SipWell Brands Director Andrew Torrance said: “Among the heady category of truly wonderful Cognac brands, Hine has held onto a true spirit of independence and deserves its reputation as one of the very best.
“The Hine team has a real focus on driving the brand forwards and taking it to the wider world – it has an amazing story to tell about its evolution over the years and we are extremely motivated by expressing its unerring commitment to the very highest standards and quality.”
Thomas Hine & Co Commercial & Heritage Director Per Even Allaire added: “As a 261-year-young company, it is now time for us to continue our journey and promote our unique Cognacs with one guiding philosophy: ‘At Hine and Nowhere Else’.
“We will reintroduce Hine’s exclusive offerings, strengthen our boldness and authority, convert Cognac enthusiasts into connoisseurs and educate a growing audience about the distinctiveness of our one-of-a-kind Cognacs.
“By re-entering the travel retail sector, we will ensure the international diffusion of our brand’s uniqueness. We are excited about our partnership with SipWell and believe that their passion, dedication, and great expertise will help us to succeed in achieving our goals.” ✈
