Thursday, April 10, 2014

Bénédictine D.O.M : A marketing success in Malaysia?


We were discussing about Cognac, a variety of brandy, that is popular in Malaysia, but less popular in France. Within my social circle in France, I seldom see or hear people drinking Cognac, while in Malaysia brand like Hennessy, Rémy Martin and Martell are so well known that they become hot gifts during Chinese New Year to business partners.

Then I told my coworkers about Bénédictine D.O.M, one of the confinement tonic for Chinese women in Malaysia after giving birth to a child.  This tonic is produced in France, in the Chinese name it is even called "French Bénédictine". My female coworker said that she has never heard of this, and it is certainly not a practice in France to drink this post-natal. She was even wondering how can the Malaysian women drink it if they are breastfeeding? I wonder the same. It consists of 40% of alcohol, how can breastfeeding mothers drink it?

Anyway, the real question is, why is this drink being included as something nutritious for post-natal women in Malaysia and Singapore, while it is not in the country where is it produced? Is it due to a successful marketing strategy? So the Malaysians and Singaporeans are being fooled then?

PS : According to Wikipedia, United States, Malaysia and Singapore are the three biggest consumer markets for this alcohol.


  1. Anonymous10:26 PM

    Never heard of it in France, and French are drinkers. I think it's okay to drink small amounts when you are breastfeeding, as long as it's not right before a feeding. This is always controversial, obviously.

  2. There is always a bottle of this DOM liquor in my mother's house. I have tasted a bit of it before. I have been told it is good to drink a bit of it to warm the body and to improve blood circulation.

  3. my mum swears by it. I have an unopened bottle right now, and totally forgot about it, until reading yr post right now.!!

  4. Like Zhu, I had never heard of this! Even down here in Bordeaux, which isn't too far from Cognac, I seldom see people drinking Cognac.

    I also think it's fine to drink a bit while you are breastfeeding. I think that a small glass with dinner is fine, but not more than that.

    Maybe this is a status symbol?

  5. This is funny how Asians like cognac. In Canada, among Asian population they have Remy Martin on wedding tables. My husband had never heard of this brand in France. And cognac XO is the biggest of gifts (for Asian Canadians). My aunt gave a bottle of XO to give to my uncle who lives in Cambodia, and the instead of giving it she drank it. When she had to give back the bottle since she didn't bring it to the trip, she was shocked, it was over 100$. lol