by KRYSTINA SKIBO
Cognac , which had boomed during the pandemic , appears to have hit a speed bump , as consumers facing inflationary pressures pull back on spending on luxury items .
Volume consumption for the Brandy and Cognac category declined 7 % in 2022 to pre-Covid levels of 15.1 million 9−liter cases , according to the 2023 Liquor Handbook . The category contended with economic pressures , continuing supply-chain constraints and intense competition from tequila , American whiskey and the ready-to-drink ( RTD ) segments .
Hennessy is by far the leader in terms of Cognac consumption ; number-two brand is Remy Martin . The number-three brand , D ’ Usse , surpassed Courvoisier in 2021 , and Martell rounds out the top five . E & J is the largest brandy producer , followed by Paul Masson , Christian Bros ., Korbel and Presidente .
Despite the category ’ s headwinds , Cognac in particular is a staple on bar menus around the country . New generation of bartenders draw inspiration from the distilled wine spirit ’ s timelessness , versatility and range to create Cognac cocktails . Mixologists recognize Cognac ’ s value as a specific flavor component and play with its different expressions and ages .
A CHANGING TASTE FOR COGNAC
When choosing a Cognac , consumers seek a wide choice of expressions , says Guillaume Lamy , managing director of Maison Ferrand USA . “ They do not want a standard Cognac or for all Cognacs to taste the same ,” he says . “ They want to be impressed by aging or blending techniques that offer taste profiles that seem new , but in reality are resurgences of the past .”
Maison Ferrand ’ s best-selling Cognac is its 1840 Original Formula , Lamy says . For many consumers and bar professionals , it offers an old , 19th-century style of Cognac that allows them to recreate classic drinks and showcase the aromatics of the prized Grande Champagne grapes in their cocktails .
Consumers want quality , authenticity , unique flavor experiences and innovation in their Cognac choices , concurs Aria Wright , U . S . brand ambassador for Camus Cognac . “ As the younger Generation Z enters the realm of Cognac consumption , they bring more personalized and customized preferences , necessitating brands to establish strong identities and vitality .”
To appeal to these consumers , Camus has collaborated with multimedia artists such as Malik Roberts and Melissa Sutherland Moss . These partnerships help celebrate contemporary culture and unity through the brand ’ s VSOP Artistic Limited Editions .
Livio Lauro , director of product education at Southern Glazer ’ s Wine and Spirits Nevada , believes that brandy and Cognac consumers are look- www . cheersonline . com Winter 2023 • Cheers 7