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

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

Published: February 2018
Publisher: just-drinks / IWSR Insights
Product ref: 291040
Pages: 217
Format: PDF
Delivery: Immediate download

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Flat period

Global brandy sales (including Cognac and non-Cognac) have been roughly flat over the last five years, with a 2011-2016 CAGR of 0.3%. This period of flat growth followed two decades of dynamic increases, with the category adding almost 100m cases between 1990 and 2012.

Emerging strength: Most of that growth came from the emerging markets of India, the Philippines and Russia, and the slowdown in category growth is also attributable to brandy’s cooling within these markets.

Leading trio: Hennessy was the largest-growing Cognac brand in 2016, followed by Martell and Courvoisier.

Strategy take-away: For the Cognaçais, if growth continues, it will be necessary to balance the pressure on stocks brought by rising VSOP-and-above sales, and the demands of the high-volume, but lower-margin, VS category.

This edition contains latest 2016 full-year data

Alongside the latest data, we've also given the design a face-lift, providing an even clearer and visually better-to-read format. As ever, these reports look like no other traditional market research report, being designed for ease-of-use. Here are a couple of page shots from the new design. Download the sample to view more.

Senior industry executives contributed to the research and provided some interesting views on the state of the sector:

Charles-Armand de Belenet, global marketing director, Martell Mumm Perrier-Jouët: “The Cognac category is built on heritage, but it is the inherent quality of the product that enables the category to embrace innovation consistently, engaging with new consumers and opening new markets.

Bernard Peillon, CEO, Hennessy: “Our strategy won’t differ from the one over the last 25 years: a broad portfolio of products… We have enough supply to grow both in the US and in the emerging markets with VS and VSOP Privilège.”

This report has been jointly published between just-drinks and The IWSR

What's inside this market research report:

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

Our experienced drinks industry specialists have summarised the global market conditions for the Cognac and brandy category, regions and markets.

The very latest market forecast data and brand market shares 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 and brandy markets' growth hotspots, consumer drivers, product trends, plus a review of recent brands' and owners' rankings across the world.

Each key market is covered with much of our analysts' deeper insight being exclusive to this report.

Why this market research report is essential:

We’ve taken a fresh look at how to deliver wine and 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 markets, brands and owners ranked by volume and value
  • Interviews from leading brand owners

The following analysis and data is included:

Analysis:

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 Cognac and brandy market conditions, including 'key views'; our analysts' views of the short-term future and likely strategies brand owners might adopt
  • Visual "heatmaps" 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 owner 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 the category, across world regions and their 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

Data:

World view dashboard containing:

  • 2012-2016 CAGRs for each region's volume
  • Top three brand owners' volume market shares per region
  • Fastest growing brand per region
  • Regions: Asia Pacific, Americas, Europe, Africa & Middle East, CIS, Travel retail

2017 to 2021 forecast ranking tables for the top 20 Cognac and brandy markets and the top 20 largest growing markets, over the period.

Ranking table showing top 20 brands' (and their owners) 2012 to 2016 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 for Cognac and brandy, '12-'16, plus 2012 and 2016 shares
  • Top companies' retail values and total country values, '12-'16, plus '12 and '16 shares
  • 2012 and 2016 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

Digital Download $1500.00

Don't worry. No payment is taken yet

Need help before you order?

+44 (0)1527 573 736

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Related research categories

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

By market: Global


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