Global market review of brandy and Cognac - forecasts to 2014

Global market review of brandy and Cognac - forecasts to 2014 published by just-drinks.com in November, 2009. This report consists of 110 Pages and the price starts from US $ 1272.

Introduction

Abstract

Brandy is an extremely diverse category and incorporates a broad range of products ranging from ultra-premium Cognacs or Armagnacs, some priced at thousands of dollars per bottle, to local unbranded products selling for a dollar or less. Although Cognac sales are dwarfed by non-Cognac brandy in volume terms, the former is much more important from a value standpoint, and thus is the chief focus of this report.

In 2008, global Cognac sales fell for the first time in over 10 years, declining by 2.76% to 11.57m nine-litre cases. This follows a record year in 2007 when sales hit 11.9m cases.

Today the Cognac industry derives roughly one-third each of its sales from Western Europe, the US and Asia. Bureau National Interprofessionnel du Cognac (BNIC) CEO Jerome Durand says: “This leaves the Cognac industry very well-balanced to manage the risk, even though it is a global crisis.”

Camus la Grande Marque CEO Cyril Camus says: “Cognac is one of the few truly global products. It has a very high image and appeals to consumers everywhere... there is a very strong stable international base to Cognac consumption. That is a very reassuring factor in times like this.”

The Cognac industry has counter-attacked Scotch' s rise in many markets with a number of initiatives aimed at providing a point of differentiation and product story, and is ultimately taking the initiative back from the single malt producers.

With over 27,000 words and 70 tables, this report provides the definitive review of the global Cognac and brandy markets, its brands and their strategies and distribution. Use this report to discover where the opportunities lie in the global marketplace.

Table of Contents

Chapter 1 - Scope of the market

• Global Cognac sales fall
• Overview by region
• Impact of the downturn
• History of boom and bust
• Consumer trade-down?
• Overview by quality
• Overview by brand
• Industry structure
• Supply and demand
• Regulatory changes
• Marketing developments
• New product activity
• Promoting mixability
• Cognac-based liqueurs
• Single malt lessons
• Role of gifting
• Extreme price products
• Relationship between non-Cognac brandy and Cognac
• Reduction of subsidies hits European producers
• Competitive market

Chapter 2 - The markets

• North America
• United States
• Cognac
• Non-Cognac brandy
• Canada
• Mexico
• Latin America
• Chile
• Brazil
• Asia
• China
• Hong Kong
• Taiwan
• Japan
• Vietnam
• Malaysia
• Philippines
• India
• Western Europe
• Spain
• The UK
• France
• Germany
• Italy
• Ireland
• Greece
• Scandinavia
• Finland
• Norway
• Eastern Europe
• Russia
• Serbia
• Rest of the world
• South Africa
• Travel retail
• Other emerging channels
• Additional market data

Chapter 3 - The major Cognac brands

• Hennessy
• Remy Martin
• Martell
• Courvoisier
• Appendix: Brandy' s rich heritage and diversity

List of tables

• Table 1: World brandy sales by total volume consumption - world total and by major market, 2004-2014 (‘000s nine-litre cases)
• Table 2: World Cognac/Armagnac sales by total volume consumption - world total and by major market, 2004-2014 (‘000s nine-litre cases)
• Table 3: Top ten Cognac/Armagnac brands in United States by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 4: Top five Cognac/Armagnac brand owners in United States by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 5: Top ten brandy brands in United States by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 6: Top five brandy brand owners in the United States by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 7: Top ten Cognac/Armagnac brands in Canada by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 8: Top five Cognac/Armagnac brand owners in Canada by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 9: Top seven Cognac/Armagnac brands in Mexico by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 10: Top five Cognac/Armagnac brand owners in Mexico by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 11: Top ten brandy brands in Mexico by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 12: Top five brandy brand owners in Mexico by total sales volume, 2003-2008 (‘000s ninelitre cases)
• Table 13: Top ten brandy brands in Chile by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 14: Top four brandy brand owners in Chile by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 15: Top ten brandy brands in Brazil by total sales volume, 2003-2008 (‘000s nine-litre cases
• Table 16: Top five brandy brand owners in Brazil by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 17: Top ten Cognac/Armagnac brands in China by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 18: Top five Cognac/Armagnac brand owners in China by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 19: Top eight Cognac/Armagnac brands in Taiwan by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 20: Top five Cognac/Armagnac brand owners in Taiwan by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 21: Top five Cognac/Armagnac brand owners in Japan by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 22: Top eight Cognac/Armagnac brands in Vietnam by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 23: Top five Cognac/Armagnac brand owners in Vietnam by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 24: Top six Cognac/Armagnac brands in Malaysia by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 25: Top five Cognac/Armagnac brand owners in Malaysia by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 26: Top ten brandy brands in Philippines by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 27: Top five brandy brand owners in Philippines by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 28: Top ten brandy brands in India by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 29: Top five brandy brand owners in India by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 30: Top ten brandy brands in Spain by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 31: Top five brandy brand owners in Spain by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 32: Top ten Cognac/Armagnac brands in the United Kingdom by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 33: Top five Cognac/Armagnac brand owners in the United Kingdom by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 34: Top ten brandy brands in the United Kingdom by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 35: Top five brandy brand owners in the United Kingdom by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 36: Top ten Cognac/Armagnac brands in France by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 37: Top five Cognac/Armagnac brand owners in France by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 38: Top ten Cognac/Armagnac brands in Germany by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 39: Top five Cognac/Armagnac brand owners in Germany by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 40: Top ten brandy brands in Germany by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 41: Top five brandy brand owners in Germany by total sales volume, 2003-2008 (‘000s ninelitre cases)
• Table 42: Top ten Cognac/Armagnac brands in Italy by total sales volume, 2003-2008 (‘000s ninelitre cases)
• Table 43: Top five Cognac/Armagnac brand owners in Italy by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 44: Top ten brandy brands in Italy by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 45: Top five brandy brand owners in Italy by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 46: Top four Cognac/Armagnac brands in Ireland by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 47: Top four Cognac/Armagnac brand owners in Ireland by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 48: Top ten Cognac/Armagnac brands in Finland by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 49: Top five Cognac/Armagnac brand owners in Finland by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 50: Top ten Cognac/Armagnac brands in Norway by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 51: Top five Cognac/Armagnac brand owners in Norway by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 52: Top ten Cognac/Armagnac brands in Russia by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 53: Top five Cognac/Armagnac brand owners in Russia by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 54: Top ten brandy brands in Russia by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 55: Top five brandy brand owners in Russia by total sales volume, 2003-2008 (‘000s ninelitre cases)
• Table 56: Top nine brandy brands in Serbia by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 57: Top five brandy brand owners in Serbia by total sales volume, 2003-2008 (‘000s ninelitre cases)
• Table 58: Top ten brandy brands in South Africa by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 59: Top five brandy brand owners in South Africa by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 60: Top ten Cognac/Armagnac brands in travel retail by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 61: Top five Cognac/Armagnac brand owners in travel retail by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 62: Top ten Cognac/Armagnac brands in Belgium and Luxembourg by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 63: Top five Cognac/Armagnac brand owners in Belgium and Luxembourg by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 64: Top ten Cognac/Armagnac brands in Netherlands by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 65: Top five Cognac/Armagnac brand owners in Netherlands by total sales volume, 2003- 2008 (‘000s nine-litre cases)
• Table 66: Top ten Cognac/Armagnac brands in Switzerland by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 67: Top five Cognac/Armagnac brand owners in Switzerland by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 68: Top eight brandy brands in Romania by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 69: Top four brandy brand owners in Romania by total sales volume, 2003-2008 (‘000s ninelitre cases)
• Table 70: Top ten brandy brands in Ukraine by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 71: Top five brandy brand owners in Ukraine by total sales volume, 2003-2008 (‘000s ninelitre cases)
• Table 72: Top ten brandy brands in Hungary by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 73: Top five brandy brand owners in Hungary by total sales volume, 2003-2008 (‘000s ninelitre cases)
• Table 74: Top six brandy brands in Albania by total sales volume, 2003-2008 (‘000s nine-litre cases)
• Table 75: Top five brandy brand owners in Albania by total sales volume, 2003-2008 (‘000s ninelitre cases)

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