Planet1 Cognac Partnership
February 2025 • Hong Kong
Strategic alliance signed between United Spirits and Planet1 for Asian market distribution. The signing ceremony was followed by a tasting of Planet1’s limited-edition cognac expressions, highlighting the synergy between both brands’ commitment to quality and innovation.
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The Planet1 Cognac Partnership signing ceremony was held at the historic Peninsula Hotel, symbolizing the union of heritage and modernity. Executives from both companies signed the agreement in front of key distributors and media. The partnership aims to leverage United Spirits’ distribution network to introduce Planet1’s innovative cognac range to discerning Asian consumers.
Key Highlights
The event featured a “cognac flight” tasting, showcasing Planet1’s core range and a special “Asia Edition” bottle created exclusively for this launch. A panel discussion on “The Future of Cognac in Asia” featured industry experts. The evening concluded with a cocktail reception where mixologists created signature drinks using Planet1 cognac.
Featured Products
The tasting highlighted these Planet1 expressions:
- Planet1 VSOP - Smooth and versatile, perfect for cocktails
- Planet1 XO - Rich and complex, aged in Limousin oak
- Planet1 Asia Edition - Limited release with notes of lychee and ginger
Future Initiatives
The partnership will roll out across Greater China, Southeast Asia, and Japan in 2025. Joint marketing campaigns, including digital ads and in-store activations, will be launched. A co-branded “Cognac & Cuisine” pop-up experience is planned for Shanghai and Bangkok. Both companies will also collaborate on sustainability initiatives, including eco-friendly packaging.