Top 10 biggest-selling Cognacs and brandies

5th July, 2021 by Melita Kiely

A tale of two halves can be seen across the world’s million-case-selling Cognacs and brandies, as some struggled through 2020 and others flourished. Here, we explore the 10 biggest brands.

Cognac-innovation

We count down the 10 biggest-selling Cognac and brandy brands from 2020

For Spiros Malandrakis, head of research – alcoholic drinks at Euromonitor International, the Cognac category’s focus on China and the US was an important strategy for its 2020 performance.

“In the case of Cognac, it’s focusing on China, and China has been on a massive recovery already, soon to be reaching 2019 levels potentially by the end of this year or early next year,” Malandrakis said.

“China is witnessing a much stronger bounce back [than other nations] as it’s not really had any more lockdowns; essentially, China is coming from the future, it’s what will happen in other countries once they also bounce back.”

Meanwhile, in the wider brandy sector, innovation has given the category a much-needed boost. At the top end of the segment, brandy producers had a hard time sustaining sales in 2020, with most brands reporting a decrease in volumes.

However, there were a few that managed to cling on to their pre-pandemic sales – and some that were able to build on their performance.

Over the following pages, we count down the 10 biggest-selling Cognacs and brandies shifting more than one million nine-litre cases annually.

Data is listed to one decimal place for ease of reading, but the percentage changes are based on the full data supplied to The Brand Champions 2021.

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