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Brand Champion
Cognac & Brandy Brand Champions 2014
COGNAC & BRANDY BRAND CHAMPION 2014: MEN’S CLUB
Men’s Club, our Cognac & Brandy Brand Champion 2014, has achieved massive growth in the last 12 months
No, you haven’t read that wrong. Men’s Club Brandy, while admittedly growing from a small base, has in fact achieved 1,300% growth in the last year. Never heard of it? The growth of the United Spirits-owned brand – sold solely in India, and mostly in Tamil Nadu – is down to a merger of Men’s Club and Golden Grape Brandy, as well as extraordinary growth driven by “favourable consumer response”.
Elsewhere, in Cognac, the Chinese onslaught on opulence has clearly taken its toll on the Big Four, with all but Hennessy reporting volume depletions in 2013.
The LVMH-owned brand’s strategy to not put all its eggs in one basket but spread distribution among more mature markets too, has clearly paid off.
| COGNAC | |||||||
| BRAND | OWNER | 2009 | 2010 | 2011 | 2012 | 2013 | % +/- |
|---|---|---|---|---|---|---|---|
| Hennessy | LVMH | 4.2 | 4.4 | 4.7 | 5.1 | 5.17 | 1% |
| Martell | Pernod Ricard | 1.4 | 1.7 | 1.8 | 2.0 | 1.9 | -5% |
| Remy Martin | Remy Cointreau | 1.6 | 1.6 | 1.7 | 1.9 | 1.7 | -11% |
| Courvoisier | Beam Suntory | 1.0 | 1.2 | 1.3 | 1.4 | 1.3 | -7% |
| BRANDY | |||||||
| BRAND | OWNER | 2009 | 2010 | 2011 | 2012 | 2013 | % +/- |
|---|---|---|---|---|---|---|---|
| McDowell’s No.1 | United Spirits | 9.2 | 11.5 | 11.7 | 10.9 | 9.2 | -15% |
| Mansion House Brandy | Tilaknagar | – | 5.4 | 4.8 | 5.3 | 5.0 | -6% |
| Old Admiral | Radico Khaitan | 2.6 | 2.9 | 3.2 | 3.5 | 3.9 | 11% |
| Honey Bee | United Spirits | 3.6 | 4.3 | 4.7 | 4.9 | 3.3 | -32% |
| Dreher | Gruppo Campari | 3.5 | 3.5 | 3.6 | 3.3 | 3.3 | 0% |
| Men’s Club Brandy | United Spirits | 0.0 | 0.0 | 0.1 | 0.2 | 2.8 | 1,300% |
| McDowell’s VSOP | United Spirits | 0.0 | 0.6 | 1.3 | 1.9 | 2.2 | 16% |
| Paul Masson Grande Amber Brandy | Constellation Brands | 1.3 | 1.3 | 1.3 | 1.3 | 1.3 | 2% |