Brandy Market Outlook, 2028

The story of the brandy has always been linked to the story of sherry casks. One cannot be understood without the other, as well as the brandy cannot be understood without Fundador. Brandy offers a wide range of flavors, from fruity and floral to spicy and caramelized. The aging process in oak barrels contributes to the development of complex flavors, such as vanilla, nutmeg, and dried fruit notes. These characteristics make brandy a drink of choice for those seeking a sophisticated and nuanced taste experience.Brandy is a versatile spirit that can be enjoyed neat, on the rocks, or as a key ingredient in cocktails. It pairs well with various mixers, such as ginger ale, cola, or tonic water, allowing for a range of flavorful and refreshing drink options. any regions around the world are known for their distinctive brandies, such as Cognac from France, Armagnac from Gascony, and Brandy de Jerez from Spain. The heritage and craftsmanship associated with these brandies contribute to their popularity and appeal. Brandy is often enjoyed as a digestif, a drink consumed after a meal to aid digestion. It is believed that the warmth and alcohol content of brandy can help soothe the stomach and provide a comforting and relaxing effect. Certain premium and aged brandies have become collectible items for enthusiasts and connoisseurs. These brandies, particularly those with prestigious designations like Cognac XO or Extra Old, can appreciate in value over time, making them attractive to collectors and investors.

According to the research report Global Brandy Market Outlook, 2028, the market is anticipated to cross USD 51 billion in size, increasing from USD 36 billion in 2022. The market is expected to grow at a 6.26% CAGR by 2023-28. By Price, value bottles of brandy are the top selling types while, there is an increase in demand for super premium category of brandy that are priced from $56 to $100 per bottle. On the other hand, the Premium brandy manages to hold substantial revenues amounting to over 26% share. Off-trade distribution channel ranks highest amounting to higher revenues from the sales of brandy.

The brandy market faces strong competition from other spirits such as whisky, vodka, rum, and gin. Brandy is often perceived as a traditional and sometimes old-fashioned drink. Premium and aged brandies can be expensive, limiting their accessibility to a wider consumer base. Many consumers may not be familiar with the different types of brandy, the regions of origin, or the aging process. Changes in consumer preferences, such as a shift towards lighter or low-alcohol beverages, can affect the demand for brandy.

Grape brandy is the most cosnumed brandy type, as it offers a diverse range of flavors that can vary based on factors such as grape variety, terroir, and aging process. Fruit brandy, also known as eau-de-vie, is produced by distilling fermented fruit juice or fruit pulp Fruit brandy showcases the natural flavors and aromas of various fruits, such as apples, pears, cherries, plums, and berries.Fruit brandy is often produced in small batches using traditional methods Fruit brandy is not only enjoyed as a standalone drink but is also used in culinary applications. It can be used in cooking, baking, or as an ingredient in cocktails and mixed drinks. Calvados is a specific type of brandy made from apples and/or pears, and it is predominantly produced in the Normandy region of France Cognac offers a wide range of flavors and aromas, making it appealing to a diverse range of palates. The aging process in oak barrels imparts distinctive characteristics such as rich fruitiness, notes of vanilla, caramel, and spices. The complexity and depth of flavors in Cognac make it a sophisticated and enjoyable drink for connoisseurs and enthusiasts. Cognac has seen a surge in demand from international markets, particularly in Asia, the United States, and other emerging markets. Rising disposable incomes, increased awareness of luxury brands, and evolving consumer preferences have contributed to the expanding global market for Cognac.

In some countries within the Asia-Pacific region, brandy is favored as a premium and prestigious gift, particularly in business and social contexts. The practice of giving and receiving brandy as a gift has contributed to its demand, especially during special occasions and festivals. Brandy has long been a popular spirit in India, especially in certain regions and communities. It has cultural and historical associations, particularly in the southern states of India, where brandy consumption is deeply ingrained in the local traditions and social fabric. India has traditionally had a preference for darker spirits, including brandy. This preference can be attributed to the legacy of whisky consumption, as brandy shares some similarities in flavor profile and the ability to be enjoyed neat or with mixers. India has a significant domestic production of brandy, with several Indian distilleries producing their own brands.Brandy is often consumed during special occasions, celebrations, and festivals in India.

The United States is a diverse market with varying regional preferences. While certain regions may have a higher affinity for brandy, preferences can differ across the country. California, for example, has a long history of brandy production and consumption, contributing to the overall consumption levels in the country. The United States imports a significant amount of brandy from various producing regions, including Cognac in France and other brandy-producing countries. Additionally, there is a growing domestic production of brandy in the United States, with distilleries creating American brandies that cater to local tastes and preferences. The popularity of whiskey and bourbon in the United States has indirectly influenced the consumption of brandy. As consumers explore different spirits and expand their palates, they may venture into brandy as an alternative or complementary choice to whiskies.
French brandy, including Cognac and Armagnac, holds a prominent position in the global brandy market. Spain is another significant player in the European brandy market. Spanish brandy, such as Brandy de Jerez, is produced in the Jerez region and follows strict production methods. It is well-regarded for its unique characteristics and aging techniques. Several Eastern European countries have a strong tradition of brandy production. Countries like Armenia, Georgia, and Bulgaria are known for their brandy production, with traditional methods passed down through generations. These brandies, often made from local grape varieties, have gained recognition and contribute to Europe's brandy market share. Europe has a significant presence in the global brandy export market.

Brandy has a notable presence in South America and is consumed in various countries across the region. Pisco, a grape brandy, is particularly popular in Peru and Chile. While not technically brandy, cachaça is a spirit that shares some similarities with brandy. Some South American countries, such as Argentina and Uruguay, have a growing appreciation for brandy and may have local brandy production or imported brands available in the market.

South Africa has a strong tradition and heritage in brandy production, with the country being known for its high-quality brandies. South Africa produces its own unique style of brandy known as Cape Brandy. Cape Brandy is crafted using locally grown grapes and follows specific production methods and regulations. It is often associated with celebrations, special occasions, and traditional gatherings. South Africa has distilleries that offer tours and tastings, allowing visitors to learn about the brandy production process and sample various expressions. These experiences have helped promote the appreciation and popularity of brandy among locals and tourists alike. Brandy is often used as a base spirit in popular South African cocktails and mixed drinks. It is commonly enjoyed with cola, ginger ale, or fruit juices, and there are specific South African cocktails that highlight the use of brandy.

Recent Developments:

• . Morpheus Brandy, from the house of Radico Khaitan Limited, has hit the million case mark, thereby becoming the 6th brand from the company’s portfolio to achieve the milestone.
• In 2022, Serbia’s traditional plum brandy, added to the U.N.’s list of intangible cultural heritage as a cherished tradition to be preserved by humanity.
• In March 2023, Tilaknagar Industries-owned Courrier Napoleon Brandy has surpassed one-million-case sales..

Considered in this report

• Geography: Global
• Historic year: 2017
• Base year: 2022
• Estimated year: 2023
• Forecast year: 2028

Regions & Countries covered in the report:

• North America (United States, Canada, Mexico)
• Europe (Germany, United Kingdom, France, Spain, Italy, Russia)
• Asia-Pacific (China, Japan, India, Australia, South Korea)
• South America (Brazil, Argentina, Colombia)
• Middle-East & Africa (UAE, South Africa)

Aspects covered in this report

• Global Brandy market with its value and forecast along with its segments
• Region & Country-wise Brandy market analysis
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Product Type

• Grape Brandy
• Calvados
• Cognac
• Armagnac
• Fruit Brandy
• Others

By Price

• Value
• Premium
• High-end Premium
• Super Premium

By Distribution Channel

• Off-trade
• On-trade

The approach of the report:

This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and listing out the companies that are present in the market. The secondary research consists of third party sources such as press releases, annual report of companies, analyzing the government generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us we have started verifying the details obtained from secondary sources.

Intended audience

This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to Brandy industry, government bodies and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.