the cognac market | Italy

1.1 Definition and scope of study

Cognac is a type of brandy which is produced in Western France. It is obtained by double distillation of white wines and by aging, therefore it is considered a high-end product and, depending on the time period taken by the brandy for aging, different varieties are available. Cognac, following the process through which is obtained, belongs to the family of brandy, but only the one produced in this specific area of France – the region of New Aquitaine – has the denomination of cognac. If compared to its competitor whiskey, cognac offers a more fruitful flavor, which is a unique driver, fueling the cognac market.

The global market for cognac was valued at $3.88 billion in 2019, and it is expected to reach $5.09 billion by 2027, growing at a CAGR of 3.5%.

In Italy, cognac has always been highly appreciated, and Italians show a preference for its particular aromatic qualities, which give it a unique and particular taste. The passion for cognac in this country is long standing, even though for a long period of time the only products on the Italian market were the most renowned commercial brands. In the last years, the consumption of cognac has recovered, and the demand is mainly direct to the most precious varieties coming directly from France. 

Italians, therefore, are increasingly choosing the best fine cognacs, and this trend is also determined by the spreading of online sales, which succeeded in bringing quality products, bypassing the traditional channels which rely on cheaper and commercial products. Online stores, on the other hand, have managed to bring valuable products at a competitive price and to a wide audience of possible customers. Therefore, the era in which, in order to taste these precious cognacs, it was necessary to look for the few places which offered them for sale, is over, and thanks to this brand-new approach for selling cognac abroad, the global market for this product is expected to grow in the following years.

The global cognac market is basically composed of four French producers: Rémy Martin, Hannessy, Martell, and Courvoisier.