Aspirational Zeal Propels Cognac Sales in SA
South Africa’s burgeoning interest in premium cognac has not only placed the country on the global map but has also significantly boosted the sales figures for one of the world’s leading cognac producers, Hennessy. The prestigious brand reports a remarkable sales surge within the nation, establishing South Africa as the third-largest market globally for its products, trailing only behind the United States and China.
Laurent Boillot, the president and CEO of Jas Hennessy & Co, shares insights into the brand’s phenomenal growth trajectory in South Africa since the early 2000s, a period that has seen it outpace sales in all European countries. “This prestigious ranking as our third-largest market worldwide demonstrates the significant role South Africa plays in our global business strategy and its exceptional journey with Hennessy,” Boillot said.
A relationship with South Africa that dates back to the first shipment of Hennessy cognac in 1866, the brand has seen substantial growth over the years. This success story highlights the shifting aspirations among South African consumers, keenly desirous of the prestige associated with Hennessy.
Hennessy’s deep-rooted strategy in South Africa focuses on embedding the brand within the local culture, transforming it into a coveted symbol of progress and pride among its aficionados. This approach has propelled Hennessy into the lives of the affluent and the aspiring across South Africa, resonating profoundly with the emerging black middle class and finding a stronghold in the upscale social scenes prevalent in many townships.
Distributed in South Africa by The Really Great Brand Company, Hennessy stands among other illustrious labels such as Veuve Clicquot and Moët & Chandon, enjoying widespread availability across over 120 countries. The brand’s success in South Africa is reflective of a broader appeal, with expansions planned into other African territories including Nigeria, Kenya, Tanzania, and Cameroon, underscoring the continent’s growing importance in the cognac market.
Market research highlights a unique consumer pattern within the cognac market. Whereas cognac’s roots are deeply entrenched in France, its consumption there pales in comparison to the exports. English-speaking African countries, including South Africa, Kenya, Zambia, and Nigeria, showcase higher consumption rates, especially when compared to their French-speaking counterparts. Hennessy, in particular, enjoys a favored status among these consumers, competing closely with other premium brands such as Remy Martin, Courvoisier, and Martell.
Data reveals intriguing consumption trends in South Africa, where men are 56% more likely than women to indulge in cognac over the past year, with a stronger inclination observed among older and wealthier demographics. This suggests a specific, targeted appeal that Hennessy and cognac, in general, hold within the market.
Today, South Africa ranks as the world’s fifth-largest cognac market, a testament to the successful penetration and growing influence of Hennessy. The brand’s journey in the region is not just a story of sales growth but a narrative of embracing culture, tradition, and aspiration, weaving Hennessy into the social and cultural fabric of South Africa.
As Hennessy continues to celebrate and cultivate its relationship with South African consumers, the bond between brand and country deepens, promising a future where both tradition and aspiration walk hand in hand towards further achievements and milestones in the world of cognac.
