Conclusion
Armagnac versus Cognac

In the space of a few decades, France's two grape brandies, armagnac and cognac, have undergone a profound transformation, moving from the status of a digestif traditionally enjoyed at the end of a good meal, to that of an aperitif mostly served as a cocktail.

This reflects the adaptability and dynamism of an entire industry to continue making progress on international markets, and this is especially true for cognac, even if the trend is the same for armagnac.

However, campaigns aimed at moderating alcohol consumption, particularly of strong spirits, and competition from other international eaux-de-vie such as tequila, are forcing the major French houses to redouble their marketing efforts to find new markets and regain growth momentum. This being said, even if the results for 2022 have marked time, with a 4.8% drop in volumes delivered,...