The Cognac category stronger than ever

Cognac shows stronger after the Covid-19 pandemic, reaching €3.6 billion in turnover.

Cognac producers shipped 226 million bottles in the 12 months to October 31, 2021, an increase of 22.7% compared to the same period in 2019/20.

Meanwhile, the category’s turnover in the year to October 31 totaled €3.6 billion ($4 billion).

In a context of unpredictable pandemic, the cognac category has performed quite well in its markets,” Raphaël Delpech, CEO of BNIC, told The Spirits Business.

These figures show the stability of our main markets and also new consumption habits. During the pandemic, bars, restaurants and nightclubs closed, but online sales skyrocketed and remain important today.”

Delpech said the category’s biggest market is the United States, where demand is “stronger than ever.”

He cited cocktail culture, premiumization and “the quest for authenticity and excellence” as major trends in the United States, and believes that “Cognac is perfectly aligned” with these trends.

Americans love cognac, especially in cocktails,” he commented.

The category’s second largest market is China, where the spirit’s growth has been bolstered by its popularity in food pairings.


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