Market Watch, December 2020
DECEMBER 2020 MARKETWATCHMAG COM MARKET WATCH 47PHOTO BY GIEVES ANDERSONaround 600000 cases as well as the 1738 Accord Royale 60 and XO 160 Courvoisier had a stronger showing in 2019 with deple tions rising 98 to 585000 cases This year is shaping up well according to Jon Potter managing director for Cour voisier at brand owner Beam Suntory as U S consumers shifted purchasing to the off premise While this has certainly been a challenging time for our on premise part ners our consumers have more than made up for that by purchasing in the off premise Potter says Were seeing that spirits drinkers are making cocktails at home and choos ing Courvoisier as our liquid offers a beautiful Cognac style that lends well to cocktails or sipping neat Among the top six Cognac brands DUssé was the most dynamic last year jumping 222 to reach 372000 cases The brand is a relative newcomer to the category launched in 2012 with the help of rapper Jay Z Jennifer Pisciotta vice presi dent of global marketing for acceleration brands at Bacardi says the momentum from 2019 has picked up in 2020 With the pandemic forcing people to stay home the majority of the spirits industry has seen an increase in off premise sales and DUssé is no exception Pisciotta says As a matter of fact DUssé remains the fastest growing brand within the Cognac category and continues outpacing the categorys growth Jessica Hochberg senior brand manager at Martell Cognac also notes the Covid 19 bump While we initially saw consumers move away from Cognac to other spirits like Tequila and whisk e y that trend quickly reversed and the Cognac category has seen a strong resurgence helping it consistently outpace the overall spirits category she says At No 5 among top Cognac brands Martell turned in a 10 gain to 233000 cases in 2019 according to Impact Data bank Sixth ranked Salignac meanwhile slipped 01 to 169000 cases The At Home MovementCognac consumption has increased significantly in 2020 despite the fact that so much on premise activity has been curtailed or shut down entirely due to the public health crisis Much on premise volume has shifted to the off premise and marketers say even stronger overall growth is in store this year TOP FIVE COGNAC BRANDSIN THE U S 1990 vs 2020E share of depletions 2 million 9 liter cases 100 Rémy Martin148 Hennessy373 Courvoisier 250 Martell140 Salignac 33 Other Brands 16 Courvoisier87 Hennessy614 RémyMartin152 Martell 33 Other Brands 52 DUssé62 7 million 9 liter cases 100 19902020ESource IMPACT DATABANK 2020The fifth largest Cognac brand in the U S Martell Blue Swift pictured saw growth of 10 last year reaching 233000 cases
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