Bache-Gabrielsen is a medium-sized spirits house producing cognac in the Charente region of western France. As for the majority of companies in the sector, Bache-Gabrielsen has a strong export orientation. Domestic sales represent only 3% of their turnover. A leader in the Scandinavlan markets, they are now seeking to diversify to strengthen their presence and increase their sales internationally, notably in the United States and China, the two largest consumers of cognac ln the world. ln a highly competitive environment, dominated by the cognac giants, Bache-Gabrlelsen faces signiflcant challenges. They are looking for a niche market of their own on the international markets through a distinct positioning and relevant marketing mix strategies.