William Grant’s top UK spirits trends

11th July, 2014 by Amy Hopkins

Brandy & Cognac

Cognac-and-brandyOn-trade:

In the UK on-trade, Cognac is worth £213m, an increase of 0.7% driven by growth in the VSOP category, which is up 20.3% to reach sales of £30.4m. Brandy (excluding Cognac) is worth £24m, up 6.5%, while William Grant & Sons UK notes that bars have a “significant opportunity” to improve the category if they stock more mainstream, less expensive brands. Non-French brandy is the only category experiencing volume growth, increasing 41.2% while bars have also seen a move away from traditional neat or on the rocks serves to contemporary cocktails. The demographic brandy consumer is largely male and over the age of 45.

Off-trade:

Both Cognac and brandy are in decline in the UK off-trade. Cognac is now worth £94m, a 1.6% decline, while brandy is worth £284, also down 1.6%. French grape brandy accounts for 61% of all brandy value and 73.2% of all brandy volumes. Analysts claim the category has become polarised with shoppers seeking either French grape, or non-French grape, or trading up to VSOP Cognac, or above. Retailers are increasingly seeking to “demystify” the brandy category and stock a wider range of higher grade styles.

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