Cognac Brand Champion 2021: Courvoisier

Courvoisier noticed gross sales bounce by 4.3% in 2020

A blended story of battle and success could be seen throughout the Cognac class’s million‐case manufacturers. As soon as once more, the figures present the Covid‐19 impression on quantity gross sales final 12 months, with some manufacturers hit more durable than others.

Remaining resilient within the face of adversity, nonetheless, was Beam Suntory‐owned Courvoisier Cognac, which took the title of Cognac Model Champion 2021.

The Cognac model returned to progress in 2020, growing gross sales by 4.3% to achieve 1.4 million 9‐litre circumstances.

Spiros Malandrakis, head of analysis – alcoholic drinks at Euromonitor Worldwide, says Cognac’s deal with China and the US aided its efficiency in 2020. “Within the case of Cognac, it’s specializing in China, and China has been on a large restoration already, quickly to be reaching 2019 ranges doubtlessly by the top of this 12 months or early subsequent 12 months,” he says. “China is witnessing a a lot stronger bounce again [than other nations] because it’s not likely had any extra lockdowns; basically, China is coming from the long run, it’s what’s going to occur in different international locations as soon as additionally they bounce again.”

Courvoisier remained busy in 2020, releasing a brand new product earlier than the worldwide pandemic totally took maintain. In February final 12 months, the model kick‐began its new Avant‐Garde sequence with a restricted version Bourbon cask‐completed spirit drink.

Focused at US shoppers, Courvoisier Avant‐Garde Bourbon Finish was a VS variant completed in Kentucky Bourbon casks. The modern twist on the liquid – ageing in Bourbon barrels – meant that based on Bureau Nationwide Interprofessionnel du Cognac (BNIC) laws, the ultimate 40% ABV liquid couldn’t be known as ‘Cognac’.

Commenting on the time, Stephanie Kang, senior advertising and marketing director for Courvoisier, mentioned: “With the assistance of our native artisans and winegrowers in our hometown of Jarnac, we have been capable of develop an innovation that’s certain to attraction to Cognac and Bourbon drinkers alike.”

That very same month, Beam Suntory gave the Cognac model an extra push within the US via a partnership with American rapper Pusha T.

Collectively, Courvoisier and Pusha T opened the Maison Courvoisier pop‐up in Chicago, US, described as an immersive expertise that paid “homage to the model’s château in France”. The activation was a collaboration between the model and artists spanning industries together with music, style, artwork and tradition. Kang mentioned on the time of the activation’s launch: “It brings our château in France and our portfolio of award‐successful liquid to our followers in a contemporary and interactive approach. The occasion additionally embodies our core worth that success is finest shared and permits us to present these inventive innovators the chance to honour their favorite artisans and their work.”

Courvoisier had aimed to roll out the activation all through america, with pop‐ups deliberate in Los Angeles, Chicago, Detroit, Miami, Atlanta, Washington, Houston and Philadelphia.

The one different million‐case‐promoting model to see gross sales develop in 2020 was Rémy Cointreau’s Rémy Martin. The Cognac home additionally staged a comeback in 2020, bouncing again to progress from 2.2m circumstances in 2019 to 2.3m final 12 months – a 2.7% rise.

LVMH‐owned Hennessy Cognac noticed gross sales slide 2.1% in 2020, placing the model again beneath the 8m‐case mark at 7.8m circumstances. Pernod Ricard had an particularly difficult 12 months with Martell, whose gross sales tumbled by 26.6% to 1.9m circumstances (down from gross sales figures of two.6m in 2019).

Cognac (figures: million 9l-case gross sales)