市場調査レポート
商品コード
1378734
ブランデー市場レポート:製品タイプ、価格、流通チャネル、地域別、2023-2028年Brandy Market Report by Product Type, Price, Distribution Channel, and Region 2023-2028 |
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ブランデー市場レポート:製品タイプ、価格、流通チャネル、地域別、2023-2028年 |
出版日: 2023年11月02日
発行: IMARC
ページ情報: 英文 147 Pages
納期: 2~3営業日
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世界のブランデー市場規模は2022年に250億米ドルに達しました。今後、IMARC Groupは、市場は2028年までに338億6,000万米ドルに達し、2022~2028年の成長率(CAGR)は5.2%になると予測しています。高級酒や熟成酒に対する消費者の嗜好の高まり、中産階級の増加と若年層の増加、メーカーによる革新的なマーケティングキャンペーン、eコマースプラットフォームの拡大、持続可能な慣行への傾向の変化などが、市場を推進している主な要因です。
ブランデーは、主にブドウなどの発酵果汁から作られる蒸留アルコール飲料を指します。製造には発酵と蒸留の工程があり、その後風味を出すために木製の樽で熟成させる。ブランデーは、食中酒、カクテル、料理レシピ、デザートとの組み合わせ、薬用トニック、宗教儀式、寒冷地での保温飲料など、様々な分野で応用されています。また、フランベ料理、肉のマリネ、食品保存、化粧品、ソースのベースとしても使われます。消化を助け、睡眠の質を高め、咳の症状を緩和し、傷口の洗浄を助ける。
eコマースの拡大は、シームレスな小売体験を可能にし、消費者が世界中の多様な製品にアクセスできるようにすることで、市場を推進しています。さらに、環境意識の高い消費者を惹きつけるため、ブランデーの生産、包装、流通において持続可能な慣行へと移行する動向が、市場の成長に寄与しています。さらに、インフュージョンやフレーバーブランデーなど、フレーバープロファイルの多様化は、実験に熱心な消費者の新しい波を引き寄せており、市場の成長にプラスの影響を与えています。このほか、消化促進やストレス緩和といった健康上の利点が認識されているため、健康とウェルネスの新たな動向が製品需要を促進しています。さらに、ミクソロジー文化やカクテル・バーの台頭は、ブランデーをベースにした飲料の実験場として機能し、蒸留酒を若い聴衆にとってより身近なものにしており、市場の成長を強化しています。
プレミアムスピリッツと熟成スピリッツに対する消費者の嗜好の高まり
高級スピリッツや熟成スピリッツに対する消費者の需要が急増していることが、ブランデー市場を後押ししています。このプレミアム製品へのシフトは、消費者が消費するものに対する知識を深め、ユニークで豊かな体験を提供する優れた品質の飲料への投資を厭わなくなったという、より広範なライフスタイルの傾向を反映しています。さらに、蒸留所はこうした需要に応えるため、限定リリースやシングルバレル、熟成タイプを製造しており、これらは高価格帯で、しばしばカルト的なファンを生み出しています。これに加えて、多くの場合オーク樽で行われる熟成プロセスそのものが、ブランデーに複雑な風味と滑らかな後味を与え、その品質は愛好家に高く評価されています。さらに、プレミアム・セグメントの成長は、飲料そのものだけでなく、高級ブランデーを所有したり消費したりすることに伴う独占的な魅力やステータス・シンボルとも結びついています。
中流階級の増加と若年層の増加
中流階級の増加と若年人口の増加が、ブランデー業界の主要な成長触媒となっています。中間層の拡大は、可処分所得の増加と購買力の向上につながり、個人がブランデーのような高級蒸留酒を含む嗜好品への探求と投資を可能にします。これに伴い、若年層はブランドの嗜好や消費習慣に新たなエネルギーと視点をもたらしています。若い消費者は、冒険的な味覚と実験意欲で知られており、国産か輸入かにかかわらず、さまざまなタイプのブランデーを試すことに前向きな資質を持っています。さらに、この年齢層はソーシャルメディアの影響も強く、一夜にして動向が決まったり崩れたりします。企業はこれを利用し、オンライン・プラットフォームを使って若い消費者と関わり、よりパーソナライズされたブランド体験を提供しています。
メーカーによる革新的なマーケティング・キャンペーン
革新的なマーケティング・キャンペーン、有名人の推薦、戦略的な製品の配置は、ブランデー市場の成長における重要な要因です。ブランデー・メーカーは、魅力的なストーリーを伝えるスマートでクリエイティブなキャンペーンに多額の投資を行っており、ターゲット層の共感を得ることを目指しています。これには、視覚的に美しい広告からインタラクティブなデジタル体験まで、あらゆるものが含まれます。さらに、有名人の推薦を受けることで、製品の品質と魅力について保証してくれる親しみやすい顔を提供することができ、アピールの層がさらに厚くなります。企業が打ち出したい特徴を体現している人物とブランドを連携させることで、メーカーはより効果的に消費者の関心とロイヤリティを獲得することができます。さらに、人気映画やテレビ番組、ミュージックビデオへの製品起用は、幅広い視聴者にリーチする新たな手段を提供します。これは、ブランドの認知度を高めるだけでなく、大衆文化に浸透させ、消費者とのエンゲージメントに複数のタッチポイントを生み出します。
The global brandy market size reached US$ 25.0 Billion in 2022. Looking forward, IMARC Group expects the market to reach US$ 33.86 Billion by 2028, exhibiting a growth rate (CAGR) of 5.2% during 2022-2028. The increasing consumer preference for premium and aged spirits, rising middle class and an increasingly younger population, innovative marketing campaign by manufacturers, expansion of e-commerce platforms, and shifting trend towards sustainable practices are some of the major factors propelling the market.
Brandy refers to a distilled alcoholic beverage made primarily from fermented fruit juice, such as grapes. Its manufacturing involves fermentation and distillation processes followed by aging in wooden casks for flavor development. Brandy finds applications in various sectors, such as sipping liquor, cocktails, culinary recipes, dessert pairings, medicinal tonics, religious ceremonies, and as a warming beverage in cold climates. It is also used for flambeing dishes, meat marination, food preservation, cosmetics, and as a base in sauces. It aids in digestion, improves sleep quality, alleviates cough symptoms, and assists in wound cleaning.
The expansion of e-commerce, which is enabling a seamless retail experience and giving consumers access to a diverse range of products from across the globe, is propelling the market. Additionally, the shifting trend toward sustainable practices in the production, packaging, and distribution of brandy to attract environmentally conscious consumers is contributing to the market growth. Furthermore, the diversification of flavor profiles, including infusions and flavored brandies, which is attracting a new wave of consumers keen on experimentation, is positively influencing the market growth. Besides this, the emerging health and wellness trends are facilitating product demand owing to its perceived health benefits, such as aiding digestion and stress relief. Moreover, the rise of mixology culture and cocktail bars, which act as an experimental ground for brandy-based beverages, making the spirit more accessible to younger audiences, is strengthening the market growth.
The increasing consumer preference for premium and aged spirits
The burgeoning consumer demand for premium and aged spirits is propelling the brandy market. This shift towards premium products reflects a broader lifestyle trend, where consumers are becoming increasingly educated about what they consume and are willing to invest in superior-quality beverages that offer a unique, enriching experience. Furthermore, distilleries are responding to these demands by producing limited-edition releases, single-barrel selections, and aged variants that command higher price points and often generate a cult following. Besides this, the aging process itself, often carried out in oak barrels, imbues the brandy with complex flavors and a smooth finish, qualities that are highly valued by connoisseurs. Moreover, the premium segment's growth is not just about the beverage itself but is also tied to the allure of exclusivity and the status symbol associated with owning or consuming high-end brandy.
The rising middle class and an increasingly younger population
The rising middle class and an increasingly younger population are serving as key growth catalysts in the brandy industry. The expansion of the middle class translates into higher disposable incomes and greater purchasing power, allowing individuals to explore and invest in aspirational products, including premium spirits like brandy. Along with this, the younger population brings new energy and perspectives into brand preferences and consumption habits. Younger consumers are known for their adventurous palates and willingness to experiment, qualities that make them more open to trying different types of brandy, whether domestic or imported. Furthermore, this age group is also highly influenced by social media, where trends can be set or disrupted overnight. Companies are capitalizing on this by using online platforms to engage with younger consumers, offering them a more personalized brand experience.
Innovative marketing campaigns by manufacturers
Innovative marketing campaigns, celebrity endorsements, and strategic product placements are substantial factors in the growth of the brandy market. Brandy manufacturers are investing heavily in smart, creative campaigns that tell compelling stories, aiming to resonate with target demographics. This includes everything from visually stunning advertisements to interactive digital experiences. Furthermore, celebrity endorsements add another layer of appeal, providing a familiar face that can vouch for the product's quality and desirability. By aligning the brand with a person who embodies the traits that the company wants to project, manufacturers can more effectively capture consumer attention and loyalty. Moreover, product placements in popular films, television (TV) shows, and music videos offer yet another avenue to reach a broad audience. This not only enhances brand visibility but also ingrains it into popular culture, creating multiple touchpoints for consumer engagement.
IMARC Group provides an analysis of the key trends in each segment of the global brandy market report, along with forecasts at the global, regional, and country levels for 2023-2028. Our report has categorized the market based on product type, price, and distribution channel.
Grape Brandy
Cognac
Armagnac
Fruit Brandy
Others
Cognac dominates the market
The report has provided a detailed breakup and analysis of the market based on product type. This includes grape brandy, cognac, armagnac, fruit brandy, and others. According to the report, cognac represented the largest segment.
Cognac is dominating the market as it benefits from a strict appellation system that mandates the spirit to be produced in the Cognac region of France, following precise guidelines. This geographical indication adds an element of exclusivity and ensures a high level of quality. Furthermore, the marketing and branding efforts behind Cognac have successfully positioned it as a luxurious and aspirational product. In line with this, the use of high-profile celebrity endorsements and strategic product placements in films and popular culture further solidifies its upscale image. Additionally, the aging process for Cognac often surpasses that of other brandies, resulting in a more complex and desirable flavor profile. Moreover, consumers associate this longer maturation time with superior quality and are often willing to pay a premium for aged Cognacs.
Value
High-End Premium
Super Premium
Premium
A detailed breakup and analysis of the market based on price has also been provided in the report. This includes value, high-end premium, super premium, and premium.
Premium brandy is associated with high quality, craftsmanship, and a rich heritage. In addition, consumers are willing to pay a higher price for products they perceive as superior. Furthermore, the brandy market often targets an affluent consumer base that is less price-sensitive and more willing to invest in premium products. Besides this, premium brandy labels are produced in limited numbers, creating a sense of exclusivity, which justifies a higher price point.
Super-premium brandy utilizes aged casks, superior raw materials, and refined distillation techniques, underscoring the perceived value and quality of the product. Furthermore, it cultivates an aura of exclusivity, attracting consumers who are seeking unique, limited-edition products. Besides this, super-premium brandy is considered a status symbol, which drives sales in societies where conspicuous consumption and brand prestige hold significant weight.
Supermarkets and Hypermarkets
Exclusive Stores
On-Trade
Others
On-trade holds the largest share in the market
A detailed breakup and analysis of the market based on distribution channel has also been provided in the report. This includes supermarkets and hypermarkets, exclusive stores, on-trade, and others. According to the report, on-trade accounted for the largest market share.
On-trade venues, such as bars, restaurants, and hotels offer consumers an elevated experience, including expertly made cocktails and the option to sample various brands, which aids in boosting sales. Furthermore, they have staff that are knowledgeable about the products they serve, including brandy, and their recommendations can significantly influence consumer choices. Additionally, the on-trade channels allow brands to strategically position themselves, which aids in gaining prominence and acceptance among consumers. Besides this, they offer consumers the opportunity to try brandy without committing to purchasing an entire bottle, which often leads to better-informed choices and higher sales over time. Moreover, brands often partner with on-trade venues for special events, tastings, or promotions, which not only boosts sales but also provides visibility and a platform for consumer engagement.
North America
United States
Canada
Asia Pacific
China
Japan
India
South Korea
Australia
Indonesia
Others
Europe
Germany
France
United Kingdom
Italy
Spain
Russia
Others
Latin America
Brazil
Mexico
Others
Middle East and Africa
North America exhibits a clear dominance, accounting for the largest brandy market share
The market research report has also provided a comprehensive analysis of all the major regional markets, which include North America (the United States and Canada); Asia Pacific (China, Japan, India, South Korea, Australia, Indonesia, and others); Europe (Germany, France, the United Kingdom, Italy, Spain, Russia, and others); Latin America (Brazil, Mexico, and others); and the Middle East and Africa. According to the report, North America accounted for the largest market share.
The beverage culture in North America has a long-standing tradition of consuming spirits, including brandy, which has been further fortified by an evolving palate among consumers for premium and flavored products. Moreover, the region has a high level of disposable income, which allows consumers to opt for premium and aged brandy, thus driving market demand. Besides this, North America has a well-established distribution network, including both online and offline retail channels, which makes brandy readily accessible to consumers across the region. Additionally, the implementation of effective marketing strategies, including celebrity endorsements and consumer engagement initiatives, which have positioned brandy as a drink of choice for various occasions, is favoring the market growth. Moreover, the North American market has seen significant product innovation, including the introduction of multiple flavors, blends, and packaging, which appeals to a broader consumer base.
Leading brandy companies are investing in research and innovation to introduce new flavors, blends, and limited-edition to attract consumers and diversify their offerings. Additionally, they are forming strategic alliances with celebrities, artists, and other popular brands to boost brand image and consumer engagement. Furthermore, companies are engaging in high-profile marketing campaigns, often through digital channels, to increase brand awareness and customer loyalty. Besides this, major players are working with local partners or distributors to gain a foothold in emerging markets. Moreover, top companies are incorporating eco-friendly practices in production, packaging, and distribution to attract eco-conscious consumers. Along with this, leading players are using technology, including social media and mobile apps, to engage with customers, offering rewards, promotions, and exclusive experiences.
Courvoisier Cognac (Beam Suntory Inc.)
Diageo Plc
E. & J. Gallo Winery
Emperador (Alliance Global Group, Inc.)
F. Korbel & Bros.
Martell
Speciality Brands Ltd.
Remy Cointreau
Thomas HINE & Co.(EDV SAS),
Yantai Changyu Pioneer Wine Company Limited
In February 2022, Courvoisier Cognac (Beam Suntory Inc.) launched a new bottle design for its brandy, inspired by the Belle Epoque Era.
In March 2022, E. & J. Gallo Winery launched Spirit of Gallo, a new brand to showcase its award-winning spirits portfolio, including gin, whiskey, brandy, tequila, and vodka.
In June 2022, Emperador launched a limited edition, Presidente Brandy, to celebrate a new chapter in the history of the Philippines.