The effects of producers’ trademark strategies on the structure of the cognac brandy supply chain during the second half of the 19th century. The reconfiguration of commercial trust by the use of brands

The role of intermediaries in the distribution system of the cognac brandy trade changed with the choice of brand strategies by producers, thanks to the development of favorable legislation for property rights. Prior to the enforcement of trademark laws, consumers relied heavily upon the personal reputations of retailers in order to choose the spirits they drank. The recognition of producers’ trademarks in the second half of the nineteenth century reconfigured the issue of trust by allowing producers to integrate forward into distribution and marketing and by allowing consumers to trust an entity that they did not know personally: producers’ brands. They took over part of retailers’ work and tried to monitor intermediaries so as to enhance their own name as a sign of quality.