SELLING COGNAC TO NON-TRADITIONAL COGNAC CUSTOMERS

Cognac Landscape

Cognac producers are looking at cocktails, product innovations (craft cognac) and new type of consumers to expand says Reuters in this video and article.

The purpose is to widen the consumer base without alienating the current and sort of traditional cognac customers, ie, Chinese and African American.

This is a rather difficult task as one can imagine that talking about celebrity appeals such as rappers and terroirs at the same time might be rather confusing.

Source: Reuters TV

AUSTRALIAN CONSUMERS ARE GETTING INTO COGNAC WITH MARTELL SELLING +10% PER YEAR

Increasing interest for premium spirits in Australia is driving consumer towards cognac. Cognac category in Australia is growing at 10 per cent a year, with Martell reaching 30 per cent market share in Australia.

The two fastest growing products of the 5 SKUs in Australia are Cordon Bleu and Martell XO according to Martell Brand ambassador in Australia.

Cognac Martell - Main Product Range 2012

Martell is also benefiting from a large diaspora of wealthy Asian people who had fled Hong Kong in the 1990s in fear of Hong Kong becoming a Chinese province. Soon to be a 300 years old brand in 2015, Martell is getting organized to celebrate the anniversary.

Martell was established in 1715 and it is the oldest of the 4 big cognac houses, i.e., Remy Martin (Estd. 1724), Hennessy (Estd. 1765), and Courvoisier (Estd. 1835).

Martell is not the oldest house. The oldest cognac house is supposed to be Augier Frères & Co founded in 1643. The Augier Cognac House was acquired by Martel I think in the late 1970s. Martell now and then makes a limited production of Augier cognacs.

Augier Freres XO

Source: The Shout Australia