Cognac, which has been produced in the Charente region since antiquity, is now a world-renowned eau-de-vie. From its origins to the present day, Cognac has always been widely acclaimed internationally. Initially, it was mainly destined for the European market, but today it has become a must in the United States and China. However, each country adopts its own way of consumption according to its lifestyle and culture.
1- Since its origins, Cognac has been exported
Depuis ses origines, le cognac n’a cessé de s’exporter.
At first, Dutch merchants marketed the wine made in Charente. They shipped the barrels of wine to the ports of Northern Europe.
In the 16th century, the Dutch began to distill the wine to preserve its quality longer. The wine is then progressively distilled once and then twice. This is when Cognac wine was born.
Gradually, other people of Anglo-Saxon origin came to settle in the Cognac area. It was then that the great trading houses such as Martell and Hennessy appeared.
Finally, in the 19th century, Cognac was progressively marketed in bottles and no longer in barrels. Each Cognac house will then try to differentiate itself to highlight its brand.
2- Cognac nowadays, a worldwide enthusiasm.
Today, cognac has become an essential spirit on the international scene.
A product of the Charente region, initially intended for European export, cognac has largely conquered the world with an export rate today of over 97%.
Marketed in nearly 160 countries throughout the world, most of shipments are however concentrated in the United States, China and Singapore.
These worldwide sales are mainly of VS (53%) and VSOP (37.2%).
In 2022, according to the annual report of the Bureau National Interprofessionnel du cognac (BNIC), the cognac sector shipped 212.5 million bottles. These exports are shared as follows :
United States
With 111.3 million bottles imported in 2022, i.e. more than half of the bottles shipped, the United States is the world's largest market. This success can be explained first of all by the great popularity of this eau-de-vie among the African-American bourgeoisie in the 1970s. In the 2000's, the hip hop movement, the very popular song "Pass the Courvoisier" by rappers Busta Rhymes and P. Diddy, confirmed this success.
Most of these exports, 97%, are of quality (VS and VSOP).
Asia
Asians people are also great cognac lovers. Exports to this continent represent more than 20% of production in 2022, i.e. 46 million bottles, of which 29.6 million for China and 16.4 million for Singapore. Unlike in the United States, Chinese consumers prefer old cognacs. The XO represents 22% of purchases and the VSOP 58%.
Europe and the United Kingdom
Despite the context of the war in Ukraine, 34.9 million bottles have been sent to Europe including 5.9 million to France, the fifth largest market for cognac. The United Kingdom is in fourth place with 8.3 million bottles.
New markets : South Africa and Vietnam
New markets are also emerging. This is the case of Kenya and Vietnam where exports have increased by 20.9% in 2022. In this context, South Africa is doing well, it is now the sixth largest buyer of Charente eau-de-vie with 5.1 million bottles shipped.
3- Each country has its own way of drinking
Over time, each country has adapted the consumption of cognac to its culture. Traditionally drunk pure as an after-dinner drink, it is now widely appreciated when drunk as a cocktail or even as a food pairing.
To find out more, see our article dedicated to cognac consumption!
Cognac as a digestive
Europeans, and in particular the French, have long considered cognac to be an after-dinner drink, drunk after coffee. Cognac is drunk pure in tulip-shaped glasses to reveal the aromas of the oldest cognacs.
Long drink and aperitif
Generally speaking, throughout the world, the way cognac is consumed is tending to evolve to adapt to the younger generations. In the United States, after having been popularised by rappers, the culture of cognac consumption continues with the trend for 'long drinks' associating VS and VSOP cognacs with other ingredients in cocktails. And for some time now, the French, in search of high quality local products, have also been rediscovering this national product as an aperitif in 'long drinks'. All over the world, barmen are vying with each other in creativity and originality to highlight the Charentais eau-de-vie in new cocktails..
Food pairing & cognac on the rocks
In Asia and more particularly in China, the consumption of Cognac is quite different. It is generally drunk throughout the meal, particularly to accompany spicy dishes. It is then drunk pure or on the rocks. The cognac is then served directly with an ice cube.
Finally, in places frequented by young people (karaoke room, nightclub), cognac is also appreciated mixed with an iced pitcher of sweet tea.
Would you also like to find out more about other spirits produced in France? Go to our article on French spirits!
