Another record year for the cognac sector with 3.6 billion euros generated in 2019 ! It obviously takes into account economic trends… But not only that, it is taking this tangent thanks to the permanent investments made by the brands, as the PEYRAT family firm recently did. We had the pleasure of accompanying Philippe, Clémence and Edouard in the complete overhaul of their range. Deliberately transgressive in comparison with the great classics of Cognac, the new identity line restores the family and ‘homemade’ to their rightful place. While choosing a more contemporary register with striking colour codes, the brand is getting more dynamic. The logotype is more statutory and gains in recognition and personalisation. The discourse is refocused on transmission through past and future generations. Numerous attributes (such as the signature, the stamp…) clearly strengthen family ties.