NAIRA METRICS
French cognac, Hennessy, owned by Moët Hennessy (a subsidiary of LVMH), is the preferred cognac brand in Nigeria and throughout Africa, according to a recent consumer study conducted by market research firm Sagaci Research.
The report revealed that brandy and cognac spirits are currently consumed by only 4% of the African population, with English-speaking markets driving consumption.
Cognac Consumption Trends in African Markets
Kenya leads with 11% penetration, followed by South Africa (10%), Zambia, and Nigeria, both at 7%. In Nigeria, Hennessy recorded a remarkable preference rate of 78%, while in South Africa, the preference soared to 81%.
Although cognac consumption lags behind other spirits like gin (11%), vodka (13%), and whisky (16%), it represents a growing category in Africa and is considered one of the most promising emerging markets globally.
The survey also noted that Hennessy consumers tend to be ambitious professionals who enjoy challenges and an active lifestyle…
