Drinks International (hereinafter referred to as "DI") recently announced the best-selling list of the top 10 cognac brands in 100 mainstream bars in 2023. In addition, some of the top cognac brands have almost no share in the domestic market. How's that going? The spirits business conducted an investigation.
DI cognac best-selling list: Hennessy ranked first, and Fresh Huashi fell out of the top4
The number one on this year's DI cognac best-selling list is still Hennessy. A third of the 100 bars surveyed said Hennessy was the brand with the best sales figures. And in 60% of the bars surveyed, Hennessy can reach the top three best-selling lists.
Rémy Martin, in second place, was in the top three of the best-selling list in 56% of bars in this year's survey.
Third this year was Martell, surpassing last year's Ferrand. According to DI, Ferrand cognac has won the runner-up several times from 2015 to 2019, but its popularity has declined in recent years, and it has slipped to fourth place this year.
In addition, Courvoisier has been ranked fifth in the past two years and has fallen out of the traditional TOP4 cognac position, but because the brand is acquired by Golden Bali in 2023, the performance in the night channel may change in the future.
Wine merchants: Martell, the domestic night channel, is stronger
The ranking of DI cognac's best-selling list is quite different from that in China, and in the research of the spirits business on Fujian, Guangzhou and other key markets of foreign liquor, the TOP4 cognac ranking is another scene.
Zhang Lisheng (pseudonym), a foreign wine distributor who has been in the business in Fujian for 15 years, said: "As far as Fujian is concerned, Martell has the largest proportion of night channels such as bars, with a market share of more than 50%; followed by Hennessy, with a market share of less than 30%; Finally, there is Remy Martin, with a market share of between 5% and 10%. The overall share of "Three Oceans" can account for about 90%, and the share of other brands is relatively small. ”
In Fujian, Guangzhou's night channels, Camus is a stable fourth, but from a national point of view, it may not be as good as Fuhuashi, after all, Bin Suntory's previous ** sales policy with its Riwei has also allowed a large number of Fuhuashi to enter the night market. Li Jianlin (pseudonym), a foreign wine distributor in Fujian, revealed.
Huang Shan (pseudonym), one of the top three ocean dealers in Guangzhou, revealed: "In Guangzhou's night channel, Martell and Hennessy can account for more than 85% of the share, and the remaining 15% is shared by Rémy Martin, Camus and other brandy brands. In previous years, Hennessy would be a little stronger, but in the past three years, Martell's market investment has significantly exceeded that of Hennessy, and the market has sunk more and more, and its market share has surpassed. ”
In addition, the spirits business has investigated night clubs in mainland cities such as Changsha, Nanjing, and Xi'an. For cognac brands, Martell and Hennessy are in the absolute lead, and the gap between the two is relatively small in some cities, and Martell overtakes Hennessy in some cities.
On the whole, in China's top cognac market, Martell is stronger, maintaining a good growth rate in the past two years, especially in the second batch of merchants and terminals has a good reputation; Hennessy has been a bit of a stall, having gone hand in hand before, and has been overtaken by Martell in the last two or three years; The current third-ranked Rémy Martin has a large gap from the top two; Camus relies on the single product of special alcohol, and the market share is also good. Other cognac brands have a relatively small market share.