Is stocking Cognac a good idea?

27 June, 2008

Q What's the state of play with Cognac sales? Are they still in decline and if so, what are people buying instead? I'm planning a review of my spirits range and would like to get the balance right.

A Actually, Cognac is motoring along quite nicely, in the off-trade at least: sales were up 8% in the year to April 19, although on-trade value slumped by 9%. Just about all spirits are doing pretty well in the take-home sector right now - the sector is up 5%

- although Cognac isn't seeing quite the growth that golden rum, vodka and imported whiskey are experiencing, according to

Nielsen data.

French grape brandy is only in 2% growth, but at £152 million sales value, it's far bigger than Cognac, which is worth £88 million to retailers.

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Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know