Despite a slowdown in the Chinese economy, sales of cognac worldwide remain robust.  The latest figures released by the BNIC for September show a generally upward trend, with just a few exceptions namely to the UK and Germany).

Sales for the year to September in hectolitres of pure alcohol are as follows:

– NAFTA – 142,295 – up 2 per cent and equal to 50.9 million bottles
– Far East – 175,639 – up 10.9 per cent and equal to 62.7 million bottles
– Europe – 132,577 – up 0.4 per cent and equal to 47.4 million bottles
– Other countries – 22,134 – up 19.4 per cent and equal to 7.9 million bottles

Cognac Sales

And when you look at how the distribution of quality stands, the figures still show that the higher quality cognacs are still the most desirable:

  • VS – 204,688 – up 2.9 per cent and equal to 73.1 million bottles
  • VSOP – 197,690 – up 7.1 per cent and equal to 70.6 million bottles
  • XO and higher – 70,466 – up 8 per cent and equal to 25.2 million bottles
Let’s have a look at one cognac house.

Bisquit – a rising star?

Bisquit Cognac has enjoyed a comeback the envy of many, with their VS range selling at around 22 – 25 euros per bottle, VSOP at between 32 – 25 euros and the Bisquit XO Cognac coming it at around 100 euros.  Using the French supermarket chains of Leclerc, Carrefour and others, the brand is now commonplace on the supermarket shelves.

Cognac Bisquit XO Cognac

And with plenty of press coverage, along with promises of a box set including a snifter glass to be revealed in the future, the brand of Bisquit has indeed made a remarkable recovery, and not only in the French market.

Back in 2009, Pernod Ricard acquired the house of Bisquit Cognac.  At that point, sales in France, and elsewhere, were – how shall we put it – pretty dire. Bisquit was sold to the South African group Distell in 2009.

Drawing on the house’s most successful period of the 1970s and 80s, when Bisquit was a brand leader, the house was totally revamped.  Modernisation and harmonisation was achieved through a complete packaging change and targeted marketing campaigns.

Learn more about Bisquit and their products.

Sources: www.rayon-boissons.com, BNIC

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Author

Jacki has been with Cognac Expert from virtually the beginning. She's the senior editor of the blog, and has spent much of her life living in rural France. Today she's based back in the UK, where she splits her working life between writing for Cognac Expert and working as a Paramedic at a large regional hospital.

4 Comments

  1. Avatar

    And I thought Bisquit was sold to the South African group Distell in 2009.
    However, the Bisquit VSOP, once one of the best cognacs in the world and a favorite of even Winston Churchill, has completely lost its charm and I won’t buy it anymore. Sorry.

  2. Avatar
    Cognac Expert

    Hi Stephan, thanks for the hint. That very important detail got lost somehow, we changed the article.

  3. Avatar

    I was going thru my basement the other day and found a case of your VSOP cognac. my husband must have bought it in either the 70″s or early 80’s can you tell me anything about it ? how would i know the age/ what it is worth? or should I just enjoy it?

  4. Avatar

    Barbara, I would recommend you either enjoy (preferred!) or sell at Ebay. The bottle should range around 35-40 Euro. The low price is due to the fact that not too many people know this brand. Good for me 🙂

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