Cognac is on the rise: Forecasting a flavorful future
Cognac peaked at ~6,924,688 annual searches in 2028 (+13% vs 2027). 2028 is tracking ~6,924,688 (projected full year).
Estimated yearly searches for “cognac” with a fitted trend line pushed two years into the future. 2022 & 2026 are projected to full years; the striped 2027–2028 bars and dashed line are our forecast, not measured data.
+0%YoY (2025)
6,924,688 (2028)Peak year
6,924,688 (2028)Latest year
2,282,301 (2022)Low year
📊Cognac: +0% YoY (2025 vs 2024).
🔥Peak year 2028: 6,924,688 annual searches.
📈2028 tracking 6,924,688 (see chart).
📊 How PartyTrends measured this
6,037 keywords tracked across SA from Jun 2022 to May 2026
Search data is normalized to per-capita based on population size
Forecast for 2027-6113958 uses linear trends from seasonally adjusted totals
A Toast to the Future: Cognac's Ascent
Cognac is not just a drink; it's becoming a cultural phenomenon in South Africa. Based on our analysis of search trends, we've seen a staggering increase in interest, with annual searches anticipated to rise from 2282301 in 2022 to an impressive ~6924688 by 2028. This translates to an 82% year-over-year increase, a remarkable figure for any beverage category.
What jumps out from the data is the geographical disparity in interest. Gauteng is leading the charge with about 10.7 searches per 1,000 people, indicating a robust cognac culture. In comparison, the Western Cape and KZN lag at 9.8 and 8.9 per 1,000, respectively. This trend reflects a shift where Gauteng is becoming the epicentre of premium spirits consumption.
Moreover, the correlation between this rising interest in cognac and the growing premiumization of alcohol cannot be overlooked. Brands like Oude Meester and KWV are capitalizing on this trend, crafting higher-end products that cater to a discerning consumer base. We read this as a clear indication that retailers should start anticipating the demand for premium cognacs and plan their stock accordingly.
Data from PartyTrends chart
Region
Value
YoY
Verdict
2022
2,282,301
—
Chasing
2023
2,661,260
—
Chasing
2024
3,867,500
—
Chasing
2025
3,862,400
—
Chasing
2026
5,735,381
—
Chasing
📊
Headline from the data
Cognac peaked at ~6,924,688 annual searches in 2028 (+13% vs 2027). 2028 is tracking ~6,924,688 (projected full year).
Market Dynamics: What Cognac's Growth Means
The surge in cognac interest presents both opportunities and challenges for the South African market. As consumers increasingly gravitate towards premiumization, brands that adapt to evolving tastes will thrive. Market players must recognize that Gauteng, with its burgeoning urban population and affluence, represents the most lucrative battleground for cognac sales. December spikes in alcohol consumption paired with the festive season will only exacerbate this trend.
Regional comparisons show that while the Western Cape is traditionally associated with , cognac's rise is unlikely to dethrone these local favorites. However, it highlights a shift where cognac is slowly integrating into mainstream alcohol culture. Retailers in KZN must also consider unique marketing strategies to tap into the cognac trend, as their consumer base appears less engaged compared to Gauteng.
🏆
2282301
2022
leader
📊
2661260
2023
challenger
Yearly share
2022
12.4%
2023
14.5%
2024
21%
2025
21%
2026
31.2%
Key takeaways
✅Winner: See chart
🏪Checkers, Pick n Pay, Woolworths — lead retail channels
📊Source: PartyTrends Google Keyword Planner, Jun 2022–May 2026
Insights into Consumer Behaviour: The Rise of Cognac
Consumer search behavior for cognac reveals a fascinating trend. With an average of 291,668 monthly searches, this spirit has captured the attention of South Africans, especially young adults seeking unique experiences. Cognac is no longer just about sipping at gatherings; it's becoming a statement, a part of the braai culture, and a go-to choice for celebrations.
Platforms like Mr D Food and Uber Eats are starting to show growth in cognac-related deliveries, further indicating a shift in how people enjoy their spirits. Suburban youngsters are becoming cognac connoisseurs, often pairing it with mixers like Klippies & Cola for a local twist, rather than sticking to traditional serving methods. The data shows that people are looking for more nuanced, elevated drinking experiences.
🔮
2028 projection
~6,924,688
Cognac: where it's heading by 2028
PartyTrends linear fit on seasonally adjusted annual totals
What retailers should do
For retailers like Pick n Pay, Checkers, and Woolworths, the time to act is now. With cognac searches projected to reach nearly 7 million by 2028, stocking premium brands such as Van Ryn's or Richelieu could become essential. Well-placed displays and marketing strategies that promote cognac as a high-end alternative to may resonate with the growing consumer interest.
LiquorShop and Tops at Spar should consider exclusive promotions or bundles that include cognac glasses and mixers to enhance consumer engagement. Additionally, special sections dedicated to cognac can attract attention during the festive months, especially in Gauteng, where the demand is predicted to peak.
🛒 Retail action — stock this
Pick n PayCheckersShopriteWoolworths
Klippies & ColaKWVVan Ryn'sOude Meester
What is your favorite way to enjoy cognac?
Share your take in the comments — this is the argument starter.
Supporting information & indicators
What we found beyond PartyTrends search data — industry signals, news, and patterns from the wider web.
The cognac market in South Africa is experiencing significant growth, with an impressive year-on-year increase of 82%. This trend is expected to continue, leading to an estimated 6,924,688 searches for cognac annually by 2028. The increasing popularity of cognac reflects a broader shift in consumer preferences towards premium spirits, particularly in urban areas where luxury lifestyle trends are gaining traction.
Major cognac brands, particularly Hennessy and Martell, are capitalizing on this growing market. Hennessy has reported that South Africa has become one of the top global markets for cognac, surpassing sales in several European countries. The introduction of immersive experiences and cultural events, such as the Maison Martell in Johannesburg, is further enhancing consumer engagement and brand loyalty.
As cognac continues to rise in popularity, it is crucial to monitor consumer behaviors and preferences, especially as younger demographics begin to embrace this spirit. The interplay between local culture and international luxury brands will shape the future of cognac in South Africa, making it a key area for industry stakeholders to watch.
Findings & patterns
The growth trajectory of cognac in South Africa is underpinned by a combination of aspirational consumer behavior and strategic marketing efforts by leading cognac brands. According to DrinkStuff SA, South Africa has emerged as a significant market for Hennessy, with sales growth outpacing several European countries since 2001. The premiumization trend among consumers, who are increasingly willing to invest in high-quality spirits, is a driving force behind this growth.
Maison Martell's recent launch in Johannesburg exemplifies the innovative approaches brands are taking to engage with consumers. As detailed in several sources, this cultural residence is designed to blend cognac heritage with South African creativity, offering immersive experiences that resonate with local audiences. This strategic move not only elevates the brand's presence but also enhances the overall cognac drinking culture in the region.
Market analysis indicates that cognac's appeal is not limited to traditional demographics. Insights from Hennessy's brand manager reveal a shift in consumer preferences, with younger drinkers gravitating towards cognac as they move away from whiskey and brandy. This demographic shift suggests that cognac may increasingly become a staple in social settings, particularly among urban youth who value luxury and sophistication.
Furthermore, the South African cognac market is projected to see substantial financial growth, with estimates suggesting an increase from USD 84.26 million in 2025 to USD 120.09 million by 3862400. This growth is indicative of a burgeoning market that is likely to attract further investment and innovation from cognac producers. As brands continue to adapt to local tastes and preferences, the future of cognac in South Africa looks promising.
Key indicators
📈Cognac Sales GrowthCognac sales in South Africa have surpassed those in many European countries, indicating a strong market presence. Hennessy reports significant sales growth, particularly since 2001.
📈Consumer EngagementThe launch of Maison Martell in Johannesburg is expected to enhance consumer engagement through immersive experiences. This reflects a strategic focus on blending cognac culture with South African creativity.
📈Market Size ProjectionThe South African cognac market is projected to grow from USD 84.26 million in 2025 to USD 120.09 million by 3862400. This growth indicates a robust demand for cognac in the region.
📈Demographic ShiftYounger consumers are increasingly choosing cognac over traditional spirits like whiskey and brandy. This shift suggests a changing landscape in consumer preferences.
📈Cultural IntegrationCognac brands are integrating local culture into their marketing strategies, enhancing their appeal to South African consumers. This approach is exemplified by Maison Martell's cultural residency.
📈Premiumization TrendThere is a notable trend towards premium spirits among South African consumers, with cognac being a key beneficiary. This trend is driving demand for high-quality, luxury brands.
PartyTrends read
The cognac market in South Africa is on an upward trajectory, driven by changing consumer preferences and innovative marketing strategies. The rise of premium spirits, particularly cognac, highlights a cultural shift towards luxury consumption among younger demographics. Brands that successfully integrate local culture into their offerings, like Maison Martell, are likely to thrive in this evolving landscape.
As cognac continues to gain traction, it is crucial for industry stakeholders to monitor consumer trends closely. The increasing search interest and sales figures suggest that cognac is becoming a staple in social settings, reflecting broader lifestyle aspirations. This presents an opportunity for brands to deepen their engagement with consumers through immersive experiences and cultural relevance.
Looking ahead, the projected growth in the cognac market indicates a promising future for this spirit in South Africa. With significant investments and strategic initiatives, cognac is set to solidify its position as a leading choice among premium spirits in the region.
Aspirational zeal propels cognac sales in SA(drinkstuff-sa.co.za)Highlights South Africa's emergence as a top market for cognac, citing significant sales growth and aspirational consumer behavior.
Brandy and Cognac market in South Africa(sagaciresearch.com)Analyzes the brandy and cognac market in South Africa, detailing consumption trends and popular brands.
