A Hidden Gem of the Alcobev Industry
In the midst of India’s bustling alcobev industry, a spirit of unparalleled sophistication remains in the shadows, largely uncelebrated and underappreciated—Cognac. This exquisite French drink originating from the Cognac region has faced challenges in establishing itself in a market dominated by popular choices such as Whisky, Rum and Gin. There are over 8-10 Cognac brands in India but largely limited in their outreach & adoption.
Though before delving into Cognac & its adoption, it is essential to recognise the broader category of brandy. Over the years, Brandy has gained enough recognition and favour among consumers. The Brandy market has steadily grown in India and continues to with a volume growth prediction of 2.1% in 2024.
While Cognac faces its fair share of challenges, it, has seen promotional efforts made by brands within India. Through social media engagement and collaboration with influencers to raise awareness. Internationally renowned brandy producers like Remy Martin and Hennessey have also tapped into the Indian market through tastings & trials, recognizing the growing consumer base.
One area where Cognac, has traditionally positioned itself is as a post-dinner drink. The concept of savouring a fine brandy to cap off a meal has been embraced by connoisseurs and those seeking a touch of luxury in their dining experiences. Though it’s a limiting pursuit and “positions” the beverage.
Cognac’s preference within India’s alcobev landscape is best known for its reputation for opulence. With a heritage rooted in tradition and an unwavering commitment to craftsmanship Cognac embodies luxury like few other spirits. However, this aura of exclusivity has confined it to limited areas, due to its high price tags. In a country where volume and value are often prioritized, the regal allure of Cognac may appear out of reach.
Additionally, Indian taste preferences have long favoured intensely flavoured spirits. Cognac’s delicate and nuanced profile stands in contrast, to the tastes preferred by most Indian consumers. Whisky and rum, with their flavours of smokiness, peatiness, sherry, robust and spices seem to resonate more with the experiences of people in India. This difference in flavour preferences has certainly played a role in the challenges that cognac faces in the market.
Another important factor at play is the lack of marketing efforts and consumer awareness campaigns dedicated to promoting in media. While brandy, as a category, enjoys some recognition, it is essential to acknowledge that only a handful of brands prioritize promoting cognac specifically.
Unlike wine and whisky enthusiasts who have access to information and tasting events, cognac’s captivating intricacies remain somewhat secretive. Creating constant buzz about this one spirit can explore its prowess as a lifestyle spirit of choice.
To revive cognac’s presence in the alcobev scene a comprehensive approach is necessary. First and foremost, we need to address the issue of affordability. By reducing import duties and taxes or even considering domestic “distribution” options we can make Cognac more accessible to discerning consumers. Furthermore, it is crucial to shift our marketing strategies. We should emphasize the value and unique finesse of cognac to counteract any perception of exclusivity.
Curating masterclasses on appreciation tastings sessions and immersive experiences can help demystify this spirit while fostering a deeper connection, with consumers. Collaborating with mixologists and bartenders to create cognac-based cocktails that appeal to the palate opens up a whole new world of possibilities.
Although Cognac may have become less prominent in India’s alcobev industry it has the potential, for a comeback. By addressing affordability and spreading awareness, Cognac can again become a preferred choice among Indian consumers.
The journey of Cognac in India reflects missed chances and untapped potential. While its reputation for luxury and unique taste has defined its growth, concerted efforts to make it more accessible and promote awareness can unlock opportunities for its revival. Cognac, like a hidden gem, awaits its moment to shine brightly and with the right approach, it could redefine the landscape of Indian spirits.
