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1 Market overview

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.

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Latest news

Anne Miller (Beam France): "We'll be leading the next sales negotiations" - 08/10/2023
  • Beam Suntory is the world's third-largest spirits company.
  • Beam Suntory is a leader in three segments: premium whiskies, Japanese whiskies and bourbons.
  • The company operates 26 distilleries worldwide, including one in France for the production of Courvoisier cognac.
  • Some 6,000 people work for Suntory.
  • In 2022, the company achieved sales of around $5.5 billion (€5.22 billion).
  • France is the leading market for whiskies in Europe.
  • Beam's launch in France comes less than a month before the start of commercial negotiations.
Spirits: Beam Suntory France officially launched - 08/10/2023
  • Beam Suntory is the world's 3rd largest spirits company.
  • Beam Suntory France will be created in January 2024.
  • Beam Suntory France will employ 40 people.
  • France is an important market for Beam Suntory, as it is the world's luxury center and Europe's leading whisky market.
  • The current distribution agreement between Beam Suntory and Campari ends in 2023.
  • Beam Suntory International employs 6,000 people in 30 countries.
  • The launch of Beam Suntory France represents a significant expansion of Beam Suntory's presence in Europe.
  • Beam Suntory's portfolio in France includes Jim Beam and Maker's Mark bourbons, House of Suntory whiskies and spirits Yamazaki, Hibiki, Hakushu, Toki and Roku, Laphroaig and Bowmore scotch whiskies and Courvoisier cognac.
Suntory takes France by storm with its premium whiskies - 29/09/2023
  • Previously distributed in France by Italy's Campari, the group is creating its own subsidiary to market, directly and from 2024, its Jim Beam and Maker's Mark bourbons, its Japanese whiskies (Yamazaki, Hibiki...) its Laphroaig and Bowmore scotches and its Courvoisier cognac.
  • Beam Suntory group worldwide sales: 5.5 billion euros
  • Beam Suntory's market share in France in the premium whisky segments: between 4% and 5%
  • Beam Suntory's estimated sales in these premium whisky segments: 70 million euros
  • Beam Suntory's French subsidiary will employ around 40 people.
Bottler Suntory streamlines logistics in the Loiret region of France - 07/07/2023
  • Project value for a new logistics platform: 60 million euros
  • Production: 540 million bottles per year
  • Group workforce in France: 1,300 people
  • Soft drinks market share in France: 19%
  • Growth in 2022: 16
  • Sales in France 2022: just over 1 billion euros.
Suntory invests 60 million euros to improve logistics - 29/06/2023
  • Suntory Beverage & Food France has invested 60 million euros in a new logistics project at Donnery. Suntory
  • Beverage & Food France employs 1,300 people.
  • Sales for Suntory Beverage & Food France are just over one billion euros.
  • The group has invested 200 million euros in France over the past seven years, including 25 million in 2023.
  • The group has four bottling plants in France.
Oasis, Schweppes and Orangina record a historic 2022 - 23/03/2023
  • - Sector group growth: + 8% in value / + 5.8% in volume (according to NielsenIQ)
  • - Sales for Suntory Beverage Food France in 2022: over one billion euros (+ 14%)
  • - Volumes up by more than 10%
  • - Out-of-home catering sales up 20.6
  • - 97% of production carried out in its 4 French plants

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Beam Suntory

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