Here are four consumer spirits trends to watch in 2018

Cottoning on to Cognac

Euronomitor believes that 2018 could be the year that Cognac becomes mainstream once more.

“Further focusing on entry and medium level varietals, establishing mixability credentials and –perhaps belatedly- supporting cocktail culture, experimenting with hybrid barrel finishes and expanding the range of occasions will be keys to unlocking the category’s long term sustainable future.”

Last November, The BNIC (Bureau National Interprofessional du Cognac) unveiled a new visual identity for the Cognac appellation, including a new logo across all of its promotional materials which gave the product a fresh new look. Exports of Cognac, meanwhile, reached record highs at the end of 2017, with around 197.4 million bottles exported from the region last year – almost 98% of its total production – resulting in a turnover of €3.15 billion.

Malandrakis predicts that cognac will become more accessible to millennial drinkers, targeting consumers looking for a new experience over luxury products.

“On the other hand, and even though cognac will break away from its bling associations and expand beyond luxury stereotypes it will be the category’s lesser known siblings that will find themselves increasingly under the spotlight. More affordable, versatile , less pretentious and not overburdened by the stifling weight of tradition , American brandies and segments like Armagnac could soon mirror other sparkling wines’ rise as a legitimate alternative to champagne.”

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