Why is French cognac so popular among Chinese people?
After Baijiu, cognac. Years after a period of low popularity in China, after the darkest periods of communism, the taste for cognac survived. This, along with other more local elements such as gastronomy. At the same time, with a latent development, the middle-class inhabitant of Shanghai -the most modern city of China- has managed to climb economically. Now, they can access pleasures no longer reserved to high business leaders or civil servants. One of those products made in France that drives the population crazy, is cognac.
The generation of millenials make part of a population that focuses its tastes for spirits in cognac. Discos crowded with young as many Chinese as Generation Y expats who enjoy the famous K-Pop while raising their glasses of Hennessy XO cognac. Also for karaokes, where the best address rooms charge up to 1300 euros per night. Cognac is definitely a drink that represents economic and social success for the Chinese. And that’s no mean feat. Brands like Hennessy adopt strategies to conquer an opulent public. A strategy that recruits professionals with contacts in the world of real estate, yachts or banks.
The cognac trade continues to establish itself in China and producers in the Charentes region are perfecting their already confirmed experience aiming to conquer tasters of French eau-de-vie beyond the border.
Don’t drink and drive. Enjoy responsibly.