As the BNIC just announced, China just became the 2nd biggest drinker of Cognac in the world: From today on! China’s dragon is thirsty.

Chinese drank 20 million bottles of Cognac between january and september 2010, and 90% of those bottles were higher quality than VS or Three Star cognac.

That is madness! Cognac consumption in the last 10 years multiplied by 9 in China. Of course, the US are still the most important market in the world but China will be the leading market for VSOP, Napoleon and older qualities such as XO, Extra and Prestige bottles.

Below you see the graph of the 2009/2010 year: Singapore 2nd, China 3rd. This changed now.

Markets how they used to be 09/10

In other words: While the US are a  good market for VS and urban, music-orientated mixable Cognac, China is going for the old and expensive stuff. But China is not  the only country that’s about to go mad about cognac, because Singapore is another important importer of the famous french brandy.

As you see below, Cognac sales are back to force – worldwide.

Cognac sales back!

Apaprently Russia seems to be more and more an interesting market, too.

Just keep in mind that over 96% of produced cognac is exported, that makes 1.6 billion euros – the price of 31 Airbus A320.

Source: BNIC, french.cri.cn
Pics: BNIC

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Max is a spirits expert and speaker, into marketing, technology, startups, and business development. He’s also a farmer. He likes tools and machines, Game of Thrones, and Better Call Saul. Included in his Top 10 Cognacs are the Audry XO and Bache Gabrielsen 1973.Max founded Cognac Expert in 2010 at his family’s estate in Poullignac, in the Cognac region, France. Started as a blog, today Cognac Expert is the world’s largest website about all things Cognac, a blog, and a specialized online shop featuring 800+ different Cognac bottles.

1 Comment

  1. Avatar
    Virginia

    Hi. My husband has just returned from china with a bottle of hennessy ox extra old filled with what looks to be chilli, wasps and maybe some arachnids! Can anyone please explain what this concoction might be and is it ok to drink?

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