Fact.MR, in its latest research, reveals that ~ 210,890 thousand bottles of cognac were sold in 2018 and the sales are likely to grow by ~5% YOY in 2019. According to the report, cognac is successfully outgrowing the phase of being an occasional drink and is being savored more often, on account of its artful convergence of subtlety and authenticity. This will continue to lift the market revenues to new heights through 2027, with the top five market players commanding for a significant share of it.

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“Cognac has been regarded as one of the highly-coveted of all spirits distilled from grapes, for the umpteen number of qualities it exhibits in terms of aroma, intensity, warmth, and – above all- subtlety. Even though it continues to face intense competition from whiskey, its demand doesn’t seem to pale anytime soon and, in fact, continues to grow faster than expected”, says the Fact.MR analyst.

According to the report, consumer proclivity for premium liquor is estimated to bring in new profits pools for the market players to dive in. Premium alcohol varieties are well-known for their viscosity, texture, and flavor, which gives them an edge over the ordinary liquor grades. Consumers, especially millennials, are increasingly drawn to premium liquor and are more than ready to lose themselves into extravagant experiences. Budding appetite for premium liquor is likely to promise new opportunities for the cognac market players in 2019 and beyond, finds the Fact.MR research study.

The study finds that VS (very special) grades accounted for over ½ of the overall cognac sales in 2018, and the category is estimated to see exorbitant demand through 2027. VSOP (Very Superior Old Pale) remains the second most popular cognac grade among consumers, however, the XO (Extra Old) grade is likely to upend the scenario and witness exponential demand by the end of 2027.

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The goliath in the global cognac space, Hennessy, introduced its very first marketing campaign “Hennessy & Meal” to remodel its business pillars post an industry wide slump in Asia. This campaign was aimed at strategically collaborating with over 150 local restaurants spread across China to serve cognac along with meal options. However, the emerging market players are placing their bets on the millennial categories by launching innovative and unique blends, which would not only help them thrive but also gain long-term profits in the turbulent market space.

This study pinpoints the untapped corners in the global cognac market and finds that the market would grow at a value CAGR of ~ 6.5% during the assessment period.

Cognac Market - Decoding the Value Equation in North America

North America stands firm as the leading market for cognac and is estimated to see impressive growth in the next 10 years. According to the recent studies, the US topped the list of the 10 leading cognac export markets in 2018 and demonstrated nearly 5% rise in volume terms, to 86.5 million bottles. Export volumes of the US were equal to the combined volume of other nine countries featured in the list, namely Singapore, China, the UK, Germany, France, Latvia, Hong Kong, South Africa, and the Netherlands.

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Historically, the Black Americans were among the first ones who were introduced to the spirit and, hence, accounted for a significant proportion of the purchasers. However, in the recent past, concerted efforts of influential advertising by the cognac brands have evoked a wave of interest among the white consumers in North America. In addition to that, the patterns of cognac consumption in the chief regions of North America, in the US and Canada, remain largely influenced by cultural considerations and economic sentiments of the consumers across these regions. Occasions wherein cognac varieties are being served and savored are also changing considerably. From being a traditional digestif and a casual drink at special occasions, it appears that cognac varieties are successfully making their way into regular drink cabinets of the North American consumers.

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