Brandy Market: Future Trends & Forecast Insights

Report Overview:

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.

Key Takeaways

• 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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Key Market Segments:

By Product

• Flavored
• Regular

By Product Type

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

By Distribution Channel

• Supermarkets and Hypermarkets
• Exclusive Stores
• On-Trade
• Others

DORT Analysis

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.

Market Key Players:

• Courvoisier Cognac
• Diageo Plc
• E. & J. Gallo Winery
• Emperador
• F. Korbel & Bros.
• Martell
• Speciality Brands Ltd.
• Rémy Cointreau
• Thomas HINE & Co.(EDV SAS)
• Yantai Changyu Pioneer Wine Company Limited
• Hennessy
• Rémy Martin
• Courvoisier
• Torres
• E&J Gallo
• Christian Brothers
• St-Rémy
• Germain-Robin
• Vecchia Romagna

Conclusion: