Global Cognac insights - market forecasts, product innovation and consumer trends research

Global Cognac insights - market forecasts, product innovation and consumer trends research

Published: August 2014
Publisher: just-drinks / IWSR Insights
Product ref: 217935
Pages: 112
Format: PDF
Delivery: Immediate download

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This Cognac (and brandy) market research report finds that premium brands from the boom years have been hit hard

Can China – the great driver of high-end volumes for Cognac – recover its lost glories in 2015, or is that market going to drift lower?

Cognac producers would pay handsomely for the answer to that question, but a large part of their future prospects depends on the rigour with which the Chinese Government continues its anti-corruption drive; clamp down on gifting and conspicuous banqueting all compounded by the Byzantine complex of the market’s distribution system.

The six tiers of distribution cloud a proper assessment of the market but the latest report from just-drinks and The IWSR makes clear that brands that relied heavily on premium and super-premium styles in the boom years have taken some severe blows.

Global shipments in 2013 declined by 3.2% to 12.3m nine-litre cases but Cognac's recent history has been marked by erratic fluctuations. Between 2008 and 2009, global sales decreased by as much as 7.6%, only to recover most of that ground in 2010 with growth of 6.9%. Shipments grew by 5.8% and 4.6% respectively in 2010/11 and 2011/12, before slipping back again in 2013.

Read some key findings from the report in this article. Plus you can read an interesting comment piece on the category here.

What's inside this market research report:

This all-new report aims to deliver the most vital Cognac category data, insights, forecasts and strategic drivers in an easy-to-use package.

Our experienced drinks industry specialists have summarised the global market conditions for this evolving category.

The very latest market forecast data and brand market shares for Cognac are provided, offering an instant view on the most important and interesting markets for the coming five years.

The report provides a short-form, visual view of future Cognac market growth hotspots, consumer drivers, product trends, plus a review of recent brands' and owners' rankings across the world.

Why this Cognac & brandy report is essential:

We’ve taken a fresh look at how to deliver spirits category insight. This market review series is focused on providing actionable insights backed up by strategic-level data.

Discover the essentials for your business, and what will drive profit and growth. Grab the facts and use them - instantly.

Use this report to gain an instant view on the category with its:

  • Strategic drivers of leading markets, consumers and product innovation
  • Future category growth hotspots - visualised
  • Largest and fastest growing Cognac markets, brands and owners - ranked by volume and value
  • Interviews from leading brand owners

The following analysis and data is included:


Much of the analysis is unique to these reports and cannot be found in other just-drinks or IWSR products.

Beginning with global insights, we provide:

  • A round-up of world Cognac (& brandy) market conditions, including 'key views'; our analysts' views of the short-term future and likely strategies brand owners might adopt
  • Visual heatmap for the category's future growth hotspots around the world
  • The important consumer trends and insights for the category, including our analysts' key views
  • Latest product strategies, packaging and flavours, plus what's shaping trends around NPD. Once again, backed up with our analysts' key views
  • Recent brands' and owners' market shares, rankings, performance and activity
  • All supported by exclusive quotes from major brand owners

The second half of the report covers the recent performance of each region and its major markets. The analysis is category-specific and exclusive to this report.

Our unique analysis tool: 'key views'

  • Review: we summarise the global market situation, product innovation and consumer drivers
  • Insight: we highlight salient points gained from our drinks analysts' many years of industry experience
  • Future: in as few words as possible, we outline the short-term outlook across markets, product innovation and consumer drivers
  • Strategy: we aim to convey what this insight means for you and summarise recommended future strategy


World view dashboard containing:

  • 2009-2013 CAGRs for each region's volume
  • Top three brand owners' volume market shares per region
  • Fastest growing brand (between 2011 and 2013) per region
  • Regions: Asia Pacific, Americas, Europe, Africa & Middle East, CIS, Travel retail

Ranking table showing top 20 markets' 2009 to 2013 volumes, plus CAGRs.

Each region's overall consumption volume from 2009 to 2013.

Forecast ranking tables for both the top 20 Cognac markets and the top 20 fastest growing markets, over the period 2014 to 2018.

Ranking table showing top 20 brands' (and their owners) 2009 to 2013 volumes, plus CAGRs and % share.

The same, but for retail value instead of volume, to show comparison of volume against value.

Then, for each of the major countries:

  • Top brands' volumes and total country volumes, '09-'13, plus 2009 and 2013 shares
  • Top companies' retail values and total country values, '09-'13, plus '09 and '13 shares
  • 2009 and 2013 share by quality for each of these countries

This report will help you and your company by:

  • Delivering only the most important global strategic business information
  • Providing short-from, punchy insights aimed at specific teams
  • Gaining insider quotes directly from competitor brand producers
  • Benchmarking strategic plans using our drinks industry specialist insight
  • Instantly recognising future category growth using our visual summaries
  • Quickly ranking the most critical global markets, brands and owners

Essential insight - in one quick-to-use package

Choose your licence:

individual-user licence

multi-user licence

Original price: $2200.00

Digital Download $1540.00

Don't worry. No payment is taken yet

Need help before you order?

+44 (0)1527 573 618

9:00am - 5:30pm Mon - Fri

Related research categories

By sector: Trends, Brandy & Cognac (in Spirits), Consumer (in Trends)

By market: Global

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