世界のブランデー・コニャック市場

Abstract

The term brandy is derived from the Dutch word brandewijn, meaning ' burnt wine' , which is how Dutch traders described it in the 16th century as they brought it to Northern Europe from its heartland in Southern France and Spain. Cognac is the most successful and celebrated style of brandy, and takes its name from the town in south-western France which lies at the heart of its delimited production area.

So, with Cognac' s fortunes having once again changed for the better of late, and with the market witnessing strong growth across all continents and categories in 2006, according to the Bureau National Interprofessionnel du Cognac (BNIC), just-drinks has published this first edition of the global market review of brandy and Cognac.

In it we include a review of the market and examine some of the trends taking place in the sector. We provide an overview of the travel retail sector, with an interview from Duty Free Americas' director of liquor buying and merchandising Jon Bonchick. Plus we take a look at shipment levels, Cognac hybrids, pricing trends and competition within the sector.

The report also includes forecasted Cognac sales (by volume) and by region to 2011, plus comment from some of the key executives in the industry, such as Distell managing director Jan Scannell and Bacardi global duty free marketing director Gary Chau.

Each producer profile includes a chart breaking down their regional % sales and offers a look into their latest movements in the market.

Table of Contents

Chapter 1 Sector overview

• Brandy' s rich heritage and diversity
• Market size
• Cognac' s resurgence
• Healthy shipment levels

Chapter 2 The changing environment

• Greater producer focus
• Greater competition
• Inventories
• Pricing trends
• Contemporising Cognac through hybrids
• Armagnac' s continued weak performance

Chapter 3 The markets

• France
• UK market improves
• Germany
• Mixed picture in Scandinavia
• Russian Cognac market emerges
• Spanish suppliers look to rejuvenate brandy
• Strong premium trends in US
• Mexico trades up
• Brazil, Bolivia and Colombia brandy gains
• Conhaque gains in Brazil
• Domecq dominates in Colombia
• Pisco' s phenomenonal growth in Peru and Chile
• Peru
• Asia
• Cognac sales explode in China
• Taiwan' s faddish market
• Other emerging Asian markets
• Japanese malaise
• Other markets: South Africa

Chapter 4 Favourable travel retail trends

• Mainland travelling Chinese
• Positive trends in North America
• Travel retail exclusive products proliferate

Chapter 5 Producer profiles

• Hennessy builds upon its dominance
• Rémy: Showing off its premium qualities
• Improving distribution
• Martell' s premiumisation strategy pays off
• New era for Courvoisier
• Camus aims to restore luster to Cognac
• Otard looks towards global re-launch
• KWV moves to sharpen its marketing side
• Distell dominates South African market

List of figures

• Figure 1: Value share of leading Cognac distributors in Russia, 2006 (% share)
• Figure 2: Volume share of leading Cognac distributors in Russia, 2006 (% share)
• Figure 3: Leading brands in US domestic market by share in 2006
• Figure 4: Leading travel retail brands by % volume share in 2005
• Figure 5: Hennessy - leading markets as a share of sales and total volume sales, 2006 (% and nine-litre cases)
• Figure 6: Rémy Martin - leading markets as a share of sales and total volume sales, 2006 (% and nine-litre cases)
• Figure 7: Martell - leading markets as a share of sales and total volume sales, 2006 (% and nine-litre cases)
• Figure 8: Courvoisier - leading markets as a share of sales and total volume sales, 2006 (% and nine-litre cases)
• Figure 9: Camus - leading markets as a share of sales and total volume sales, 2006 (% and nine-litre cases)
• Figure 10: Otard - leading markets as a share of sales and total volume sales, 2006 (% and nine-litre cases)

List of tables

• Table 1: Total non-Cognac sales by volume by market, 2002, 2005-2011 (' 000s nine-litre cases and %)
• Table 2: Europe factfile for shipped Cognac
• Table 3: Americas factfile for shipped Cognac
• Table 4: Asia factfile for shipped Cognac
• Table 5: Global Cognac shipments in 2006 (millions of equivalent bottles and % change)
• Table 6: Total Cognac sales in France, 2002, 2006-2011 by volume (' 000s nine-litre cases)
• Table 7: Total Cognac sales in the UK, 2002, 2006-2011 by volume (' 000s nine-litre cases)
• Table 8: Total Cognac sales in Germany, 2002, 2006-2011 by volume (' 000s nine-litre cases)
• Table 9: Total Cognac sales in Russia, 2002, 2006-2011 by volume (' 000s nine-litre cases)
• Table 10: Total Cognac sales in the US, 2002, 2005-2011 by volume (' 000s nine-litre cases and %)
• Table 11: Total Cognac sales in Mexico, 2002, 2005-2011 by volume (' 000s nine-litre cases and %)
• Table 12: Total Cognac sales in Mainland China, 2002, 2006-2011 by volume (' 000s nine-litre cases and %)
• Table 13: Total Cognac sales in Taiwan, 2002, 2006-2011 by volume (' 000s nine-litre cases and %)
• Table 14: Total Cognac sales inJapan, 2002, 2006-2011 by volume (' 000s nine-litre cases and %)
• Table 15: Travel retail shipment volume for Cognac, worldwide 2002-2006 (m bottles)