New figures released by the BNIC reports that the popularity of cognac just keeps going up and up.  Of course, here at Cognac Expert it doesn’t surprise us that the joys of eaux-de-vie continue to be introduced to a whole new echelon of drinkers, and now that Cognac has thrown off its stuffy image it has opened up a whole new market to the younger generation.

The figures in February are quite good: + 16,3 % in shipment, compared to February 2010: 156.1 million bottles in one year. That gets us close again to the numbers of 1990 and 2007.  The market especially grows in Asia (+ 28,7 % in the last 12 months), which remains the first and most important market in terms of quantity.
The higher qualities, the older cognacs dominate the market (VSOP and XO), taking 54.4% of the market.
Cognac Growth

Grow, Cognac, Grow

So let’s have a look at the geographic sales:

  • North America + 9,0 % 142 396 hl AP make up  50,9 million bottles
  • ƒEurope  + 13,5 % 133 162 hl AP make up 47,6 million bottles
  • Middle East, Asia + 28,7 % 143 969 hl AP make up  51,4 million bottles
  • Rest of the world + 31,3 % 17 462 hl AP  make up 6,2 million bottles

Sales of all types of cognac are up:

  • VS sales are up 8% to 199,441 hl AP which equates to 71.2 million bottles.
  • VSOP sales are up 23.4% to 178,168 hl AP which equates to 63.7 million bottles
  • Old Cognac (XO and older) sales are up an amazing 34.6% to 53,380 hl AP which equates to 21.1 million bottles


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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.

1 Comment

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    It is interesting to note that the old world (Europe) where one would suspect that traditions etc would result in the largest consumption actually produces the smallest market share. In the US the market is mostly for younger VS and VSOP and the Far East it is more VSOP and XO, so why aren’t the Europeans drinking the oldest and the best in larger quantities? I think I am correct in saying that in France they drink more whisky than Cognac, which is great for the whisky producers but not a great advertisement for the world’s finest spirit which their country produces! I think we have mentioned this before but in Arnagnac and Normandy – where Calvados is prduced – these spirits are consumed in reasonable volumes but Cognac seems to be being ignored by its countrymen and those in Europe. We should all be drinking more – there is no other solution!

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