Looking back at 2024, the Bureau National Interprofessionnel du Cognac (BNIC) held a series of exciting events in China, allowing participants to not only appreciate the unique flavors of Cognac but also to delve deeper into its diversity, craftsmanship, and market trends. These events not only expanded the influence of Cognac but also created a platform for collaboration and conversation among wines & spirits professionals.

We were lucky to be provided with the opportunities to have interviewed several certified Cognac educators and importers, who shared their insights and thoughts on Cognac.

Photo: Copyright BNIC / Aurelien Terrade

Cognac’s exceptional blending techniques set it apart from many other spirits, fragrant and rich in texture. A bottle of Cognac is often crafted by blending dozens even hundreds, of different cognacs to achieve perfect harmony—a feat that no other spirits can match, and the essence of Cognac's allure. As the products with Geographical Indication, Cognac represents the gifts of the terroir and a guarantee of the quality. Different brands offer a variety of tasting experiences. Cognac not only represents a sustainable development direction for intangible cultural heritage but also serves as a tangible expression of French artistic lifestyle, building a bridge for historical friendship and cultural exchange between China and France. Young consumers today are keen to explore novel and unique consumption experiences, and incorporating Cognac into cocktails aligns even more with the preferences of the young generation.

— Certified Cognac Educator Yan Wei

Photo: Copyright BNIC

I am deeply fascinated by Cognac’s long history, unique personality, and rich-layered flavors. I am in awe of the many flavors this liquid can contain, and my respect for the craftsmanship of Cognac makers grows as a result. Perhaps only expressions like "nectar made by jade" can reflect the richness and rarity of Cognac. Therefore, the core of Cognac promotion lies in allowing participants to experience its high quality and rich flavors, and to understand the reasons behind them through the tasting events. This sets high demands on the educator’s tasting and expressive skills. It’s worth mentioning that Cognac’s long and interesting history is also worth sharing with everyone

— Certified Cognac Educator Xiao Pi

Photo: Copyright BNIC / Aurelien Terrade

In my view, it’s the rich fruit aromas that make Cognac stand out. Even aged Cognacs still burst with sweet fruit aromas, showcasing their vibrant vitality. Cognac’s diversity and playfulness deserve to be better understood.

— Certified Cognac Educator Merak Chen Wenxuan

Photo: Copyright Stephane CHARBEAU

Chinese consumers’ demand for high-quality living continues to grow. They not only focus on the quality of the alcohol but also on the cultural stories behind it. Particularly in such mature consumption regions like Guangdong and Fujian, consumers tend to choose products with international reputations and distinctive flavors. With its rich taste and unique flavor, Cognac, crafted with strict production crafts and deep cultural heritage, perfectly fits this trend. Moreover, as a symbol of high-end lifestyle, Cognac’s brand image in China has become closely associated with luxury and elegance. These phenomena have led us, who have been focused on the wine market and tried to meet the consumers’ demands, to choose Cognac as a key product for promotion. Looking ahead, with increasing demand for high-end spirits in China, we believe that Cognac’s potential in the Chinese market is enormous, especially with the rise of younger consumer groups, which further accelerates Cognac’s popularity in social occasions and a wider range of consumption scenarios.

— Marketing Director, VM Fine Wines, Ivy

Photo: Copyright BNIC

When selecting products, we focus not only on quality and market recognition but also on the cultural history and traditional craftsmanship behind them. This is why we have incorporated Cognac who possesses unique flavors and long history into our product lines. With its superb craftsmanship and rigorous production standards, Cognac has earned a stellar reputation in the Chinese market, becoming a representative of high-quality spirits. Whether enjoyed independently or paired with food, it offers a pure and enjoyable experience, worth a try. Additionally, with the rise of the internet and social platforms, more people have come to know Cognac as a unique grape-based distilled spirit. We also actively utilize these platforms to enhance Cognac’s presence in the Chinese market and provide consumers with more channels to access our products. Moreover, we have noticed that the consumer base for Cognac is continually expanding, from initially Guangdong and Fujian to now covering the entire country. We believe that as consumers pursue higher quality, Cognac will become more popular in China and will become a common choice on many tables.

— General Distributor of Frapin Cognac in China, Lin Zhenwen

Photo: Copyright BNIC / Benoit LINERO

We choose Cognac because it’s not only suitable for sipping but is also the base spirit for many classic cocktails. The unique aroma and taste of Cognac inject vitality into classic cocktails like the Sidecar, Between the Sheets, and Stinger. To better serve the domestic cocktail industry and gradually guide consumers to pay attention to other aspects of Cognac worth exploring—such as different distilleries, terroirs, grape varieties, and drinking methods, we are committed to increasing the visibility and influence of Cognac in the Chinese market. Through tasting events, we hope that consumers can have a deeper understanding of the diversity and richness of Cognac, and that Cognac’s market potential in China will be fully tapped and become the first choice for more consumers and bartenders.

— Marketing Manager, Brinkman Beverages

Photo: Copyright BNIC / KONOISSEUR

Cognac, with its unparalleled flavors, sophisticated production techniques, and infinite creativity, has shown enormous potential in the Chinese market. In 2025, the Bureau National Interprofessionnel du Cognac will continue to work closely with professionals in the Chinese market to further promote Cognac culture. Stay tuned for exciting future events, and let’s witness the brilliant future of Cognac in China together!