Key To Marketing Cognac : Educate Health Benefits

Marketing is key to sales and above all it is the holy grail of consumer education. Cognac also known as the “mother of brandy” or “the healing drink” has been around for 300 years and its true potential has yet to be discovered by many. Cognac is mostly seen as a drink for people in higher social status. We agree that some cognac that are aged for years can run a bit steep when it comes to their price. However, there are other cognac drinks that are easily affordable by many and are the same price or cheaper than other brandies or alcohol products for that matter.

Cognac sales in recent years have been declining. The key reason as you already know is the sinking global economy. But the economy alone can’t be blamed when it comes to the decline in cognac sales. Right marketing approach is key and although we are not marketing whiz out here at cognac.com, we think we know a thing or two that might help our beloved drink to be served to more people.

People today are concerned about their health. People want healthy foods and a healthy way of living. Fast foods have started catering more towards the healthy eaters and so has the alcohol industry. When it comes to health, cognac is one of the best drinks that if taken in moderation can be of immense value. Cognac is called “the healing drink” for a reason, the reason being that it truly is a healing drink. U.S. is the largest cognac importer and African Americans enjoy a larger market share for cognac here in America. Approximately 60%-80% of cognac drinkers in US are African Americans. One of the ways it helped to reach and maximize this segment was due to the mentioning of cognac in famous rapper Busta Rhyme’s song “Pass The Courvoisier.” It was a great marketing approach and it has certainly proved to be beneficial.

The world is changing and with it people have changed their lifestyle. People want healthy food and more people are becoming health conscious each day. Cognac sales have been declining and as we all know wine sales have been pretty steady over the years and continually increasing. One of the reason for this is because most people see wines as a drink for the healthy. Of course it’s a great way to accompany a meal but it also has great health benefits. Well, cognac certainly isn’t behind when it comes to health benefits and we are sure it far exceeds the benefits of wine. Most alcohol drinkers have yet to realize the true potential of cognac as a healthy drink.

Most cognac brands that are advertised show that cognac is for the rich and affluent people in society. Although it is considered a drink for the rich, it is also a drink for the healthy and for people who are less prone to buy a bottle of drink that may cost thousands of dollars. When rappers started singing about cognac and helped spread the word, the drink got popular among African Americans. Not only among the rich but among people that would like to drink a fine drink for a great price. There began a way for cognac to be seen as an affordable drink in someways.

Cognac still needs to be marketed to the middle class people and above all cognac needs to be marketed to the health conscious people. Isn’t this one of the reason why wines have seen such a huge increase in sales? We believe so. There are hundreds of benefits of cognac and it seems like cognac brands have yet to tap into that and use it as a marketing tool. If we could use another word to define cognac other than the finest drink we would have to say health. Yes, cognac and health go hand in hand.

May be cognac brands should focus more on benefits of cognac as a drink that is healthy rather than focusing mostly on price and the looks of it. The prices of some of the expensive cognac is justifiable given the fact that they have been aged for 30 plus years. But these drink that cost well over $2,000 dollars aren’t expensive simply because of the design of the bottle, they are expensive because they have huge health benefits which at times it seems like the brands forget to utilize as a way to market cognac. However, it needs to be noted that each and every cognac regardless of their price has high health benefits and we think it’s about time brands start making consumers aware of that.

There it is our little rant on why cognac should take a different marketing approach. The world is changing and people are becoming health conscious day by day. It is about time brands start educating the market about the health benefits of cognac more than what has been done so far.

Share your thoughts.

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