The term brandy is derived from the Dutch word brandewijn, meaning ‘burnt wine’, which is how Dutch traders described it in the 16th century as they brought it to Northern Europe from its heartland in Southern France and Spain. Cognac is the most successful and celebrated style of brandy, and takes its name from the town in south-western France which lies at the heart of its delimited production area.
So, with Cognac’s fortunes having once again changed for the better of late, and with the market witnessing strong growth across all continents and categories in 2006, according to the Bureau National Interprofessionnel du Cognac (BNIC), we are happy to present this first edition of the global market review of brandy and Cognac.
In it we include a review of the market and examine some of the trends taking place in the sector. We provide an overview of the travel retail sector, with an interview from Duty Free Americas’ director of liquor buying and merchandising Jon Bonchick. Plus we take a look at shipment levels, Cognac hybrids, pricing trends and competition within the sector.
The report also includes forecasted Cognac sales (by volume) and by region to 2011, plus comment from some of the key executives in the industry, such as Distell managing director Jan Scannell and Bacardi global duty free marketing director Gary Chau.
Each producer profile includes a chart breaking down their regional % sales and offers a look into their latest movements in the market.
Chapter 1: Sector overview - We take a brief look at the history of brandy, and include market size data (total non-Cognac sales by volume by market, 2002, 2005-2011) and trends, such as Cognac’s resurgence and the increase of shipping levels.
Chapter 2: The changing environment - This chapter provides further information on trends in the sector, such as greater competition and producer focus, pricing trends, Cognac hybrids and the decline of Armagnac.
Chapter 3: The markets - This extensive chapter looks at the market in a number of countries including France, UK, Germany, Russia, the US, Mexico, China, Japan, Brazil and South Africa and includes Cognac sales forecasts to 2011.
Exclusive interviews with Rotkäppchen marketing director Peter Claussen, Martell’s Eric Benoist, BNIC director Alain Philippe and Christian Liabastre of Rémy Cointreau are also provided in this chapter.
Chapter 4: Favourable travel retail trends - Travel retail exclusive products have become a key strategy for duty free operators and suppliers alike. In this chapter we talk about these products, for example the Hennessy travel retail product entitled the Exclusive Collection. We look at the positive trends in North America, and we discuss how many newly wealthy Mainland Chinese are traveling for the first time and how this could affect the travel retail spirits category.
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http://www.bharatbook.com/detail.asp?id=57132
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