The global brandy market is projected to reach about US $48.3 billion by 2034, ascending from US $27.2 billion in 2024, with a steady CAGR of roughly 5.9% through 2034. Brandy typically 35–60% ABV and aged in wood has shifted from a traditional after-dinner liquor to a growing premium and craft spirit. Spirited interest in aged and flavored variants, especially among younger drinkers, has driven consumption beyond core demographics. North America led the market in 2024 with a 44.3% share, representing about US $12 billion.
Key product segments include “Regular” brandy (72.3% of sales) and “Cognac” (38.4% by type), both dominating their respective categories. Supermarkets and hypermarkets are the top distribution channel, accounting for nearly 43% of global sales. This report explores what’s fueling growth, what’s holding it back, and where the industry is heading, offering a clear snapshot of what’s happening in the brandy market today At its heart, brandy is a distilled fruit-based spirit most often from grapes aged in wooden casks for depth and flavor. Its traditional image is evolving: consumers now reach for premium VSOP or XO variants, and mixologists are reinventing brandy-based cocktails, which attracts younger audiences. Meanwhile, flavored and fruit brandies provide approachable, sweeter options, expanding appeal beyond purists.
Geographic growth varies: North America remains top dog, Europe stays steady, and Asia Pacific shows rising interest thanks to urbanization and shifting drinking habits. Online retail is another game-changer direct to consumer platforms and improved delivery laws are simplifying brandy purchases, tapping into markets with weaker brick-and-mortar access. Combined, these dynamics suggest a vibrant future, driven by evolving consumer preferences, channel innovation, and brand diversification.
Brandy’s market value will surge from US $27.2 bn (2024) to about US $48.3 bn by 2034, growing at ~5.9% annually.
In 2024, Regular brandy led the product mix with a 72.3% share.
Cognac held the strongest slice by type 38.4% of the total.
Supermarkets & hypermarkets dominated distribution, capturing 42.9% market share.
North America held 44.3% of global sales, valued at US $12 bn in 2024 .
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Drivers
Consumers increasingly favour aged and premium brandies (VSOP, XO), willing to pay more for quality and experience.
Growing educated drinking culture appreciates craftsmanship, helping premium segments flourish.
Youthful interest in flavored and fruit brandies expands the appeal of traditionally owned spirits.
Brandy is now a celebrated choice in cocktail culture, gaining traction in bars and lounges.
Opportunities
E‑commerce is opening new routes—online shops and digital platforms are reaching untapped regions.
Cocktail culture is elevating brandy, sparking innovation in mixology and consumer curiosity.
Emerging markets (Asia Pacific, Latin America) offer fresh growth potential due to rising urban incomes.
Craft and small-batch producers can lean into storytelling and provenance to attract niche consumers.
Restraints
Heavy taxes, strict advertising, and legal barriers—including age limits—limit brandy’s market spread.
High excise duties in many regions raise prices, possibly deterring price-sensitive buyers.
Complex licensing and compliance pose hurdles for new entrants and smaller brands.
Saturated or culturally conservative markets may dampen new product launches.
Trends
Flavored brandies are on the rise, offering sweeter, friendlier profiles for broader audiences.
Craft distilleries are gaining buzz, bringing artisanal processes and local identity to the market.
Mixology continues evolving, with brandy cocktails becoming refreshingly trendy in nightlife.
DTC (direct-to-consumer) channels are gaining visibility, helping brands cultivate loyal followings.
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