In these challenging times for the beverage alcohol industry, cognac has been one of the most high-profile casualties. The figures from trade association the Bureau National Interprofessionnel du Cognac speak for themselves: in 2023, shipments fell by 22.2% to 165.3m bottles, with value dropping 15% to EUR3.35bn (US$3.67bn).The NAFTA region - the US, Canada and Mexico - registered the steepest declines, with volume almost halving and value down by more than 40%. More positive double-digit increases in the Far East and the elevation of South Africa to become cognac’s fifth-largest ma
Why cognac brand owners are keeping their faith in the US and China as headwinds remain – Category Intel
Ask anyone in the cognac industry about the category’s two largest export markets and you’ll sense a cautious optimism. At the same time, green shoots of growth are on show in several emerging African and Asian countries.

Ask anyone in the cognac industry about the category’s two largest export markets and you’ll sense a cautious optimism. At the same time, green shoots of growth are on show in several emerging African and Asian countries.
Former newspaper journalist Richard Woodard has been writing about the global wine and spirits industry for nearly 20 years, and is a regular contributor to a number of magazines and websites.



