September 1st, 2025: Cognac updates and other news
Cognac sales and harvest, Rémy Cointreau and tariffs, Pernod Ricard's new US strategy, Michael Jordan's tequila faces lawsuit, SWA Manifesto, a billionaire's private distillery in Ireland and more...
Happy Monday everyone!
Today’s press review has a bit of everything, from French cognac and Scotch whisky to tequila, plus a story from Ireland.
Let’s dive in.
France
BNIC: Cognac sales down 13% in the last year
Annual cognac sales have plunged 13%, primarily due to challenges on the Chinese market and a drop in demand for premium products. According to data shared by the Bureau National Interprofessionnel du Cognac (BNIC) with Reuters, cognac shipments fell 4.2% by volume in the year ending July 31, while revenues dropped 13.4% to 2.7 billion euros ($3.1 billion).
Read more from Tassilo Hummel at Reuters:
French cognac sales drop 13% as demand for premium ranges slides
Cognac to downgrade 3,584 hectares to French wines
While the harvest in the Charente region is expected to be below average this year, the BNIC has announced that 3,584 hectares will be downgraded to wines without geographical indication (VSIG). This is roughly 2,200 hectares more than in 2024 and 1,400 hectares less than in 2023. Almost 88,000 hectares will be allocated to the production of AOC Cognac.
Alexandre Abellan reports on this topic for Vitisphère:
Rémy Cointreau revises US tariffs impact
The French Group released an updated version of its 2025-26 forecasts following the new trade deal between the US and the European Union. The estimated net impact of US customs duties on its current operating profit has been revised downwards from 35 to 20 million euros.
You can read the official press release on their website:
Droits de douane fixés à 15% aux États-Unis sur les importations de vins et spiritueux européens
Pernod Ricard renews US commercial strategy
Pernod Ricard has establishes two new divisions as part of its new market strategy in the US. One is dedicated to ready-to-drink products, and the other, called GEM, is designed to promote “high-potential brands”, including Rabbit Hole, Spot Irish Whiskey, Powers, Plymouth Gin, Aberlour, Scapa, Avión, Malfy, Elyx, Smooth Ambler, Ojo de Tigre and Ramazzotti.
Article by Henry Mathieu on Global Drinks Intel:
Pernod Ricard restructures US portfolio in distribution shake-up
A tequila saga
Michael Jordan’s tequila brand faces lawsuit over ‘100% agave’ claim
Michael Jordan’s tequila brand, Cincoro, is facing a lawsuit that alleges it has falsely marketed its product as ‘100% agave’. The class-action was filed by a Florida resident, making Cincoro the latest brand to face such a claim, following DIAGEO brands like Casamigos and Don Julio (here is our latest press review on this topic)
You can read the news by Nicola Carruthers on The Spirits Business here:
We already talked about celebrities investing in tequila and other spirits categories. Here is the post if you feel like reading it again:
How the Scotch industry impacts the Scottish community
Ahead of the 2026 Scottish Parliamentary elections, the Scotch Whisky Association (SWA) has released its 2026 Manifesto, to call for support from parties and candidates. This is a prime example of effective lobbying: the document is packed with positive data on the industry’s economic, employment and community impact across Scotland. It’s positive, clear, and speaks directly about what politicians care the most - their voters.
Here are some links in case you want to have a look:
and
While the industry is pushing on politicians, is it also adjusting its own production to the current market?
Duncan McFadzean and Martin Purvis tackle this question on their blog, Commercial Spirits Intelligence, comparing the current situation to the industry’s experience in the 1980s.
You can read their post here:
Something to read
Texan billionaire plans private distillery in Ireland
Why buy private label whiskey when you can build your own distillery? This is happening in Kilkenny, Ireland, where Texan billionaire Kelcy Warren, who owns Castletown Cox Estate, is planning to build a distillery at the mansion. The purpose is “to produce whiskey for their own consumption and that of friends”, and according to planning documents, it would be Ireland’s only barley-to-bottle distillery.
Read the article by Sean Pollock on The Independent:
Making your own whisky isn’t quite the same as making your own limoncello at home. Don’t get me wrong, liquors are amazing and require knowledge, skills, time and experience; they are just different products. Distillation involves a lot of technology, people, and capital, especially when building a distillery with a malthouse, brewhouse, still house, staff facilities, and bonded storage. Is this really just for “gifting purposes”?! That sounds easy, when you don’t have to experience liquidity shortages, market competition, tariffs…
It sounds like going fishing without having to be a professional, as some of my favourite Italian musicians, the Gatti Mezzi, would say in their song “Portami a pescare” (“Take me fishing”):
“I'd like to become a fisherman
but not a professional fisherman
on boats without vomiting, on boats but without rowing”
Nothing bad. Everyone chooses his own hobby, regardless of the cost.
You can listen to the song here:
That’s all for today. I’ll see you on Wednesday for more news.
Cheers!