Cognac Market in China: Guide for International Brands

The Cognac Market in China: A Growing Opportunity for Premium Brands

China’s love for luxury products and a burgeoning middle class with an appetite for premium experiences have made cognac a star player in the country’s alcohol market. Whether it’s for celebrations, gifting, or personal indulgence, cognac is more than just a drink—it’s a symbol of status and taste.

For small Cognac Wineries and established brands looking to crack this market, here’s the no-fluff, Olivier VEROT (Founder of GMA) 

Why Cognac Is Thriving in China? 

1️⃣ Luxury Is a Lifestyle
“Cognac in China isn’t just consumed—it’s showcased “

Owning a premium bottle signals sophistication and success, aligning with Chinese consumers’ desire for status symbols.

2️⃣ Gifting Culture
High-end alcohol, particularly cognac, is a popular choice for gifting in China. Whether it’s during Chinese New Year, business meetings, or weddings, a branded bottle speaks volumes about respect and goodwill.

3️⃣ Consumer Shift to Premiumization
China’s middle and upper classes are moving beyond mass-market spirits to explore premium offerings. Cognac’s craftsmanship, history, and exclusivity make it the ideal choice for this audience.

4️⃣ Versatility in Occasions
From high-end banquets to private gatherings, cognac fits seamlessly into various social contexts in China, boosting its appeal across demographics.

How Brands Can Succeed in the Cognac Market

Here’s how to position your brand to capture a piece of the rapidly growing cognac market in China:

1️⃣ E-Reputation: Build Credibility Online

Your online reputation is everything in China. Here’s how to strengthen it:

• Chinese Website and Baidu SEO:
  • Create a localized website showcasing your brand’s heritage, craftsmanship, and product range.
  • Optimize for Baidu SEO with keywords like “premium cognac,” “luxury alcohol,” and “cognac gifting ideas.”

• Social Media Presence:
  • Be active on platforms like WeChat, Douyin (TikTok in China), and Little Red Book (Xiaohongshu).
  • Share content like how-to guides on serving cognac, pairing tips with Chinese cuisine, or behind-the-scenes production stories.

💡 Pro Tip: Highlight your brand’s history and exclusivity to differentiate it from competitors.

2️⃣ Leverage the Power of KOLs (Key Opinion Leaders)

“In China, KOLs are the gate to consumer trust.”Explained Marcus Zhan 

• Collaborate with influencers who specialize in luxury goods, lifestyle, or food and drink.
• Have them create content showcasing your cognac as part of high-end celebrations or exclusive events.
• Use Douyin for short, engaging videos featuring KOLs demonstrating how to enjoy cognac in modern and traditional settings.

💡 Pro Tip: Work with both macro-influencers for visibility and micro-KOLs for niche, highly engaged audiences.

3️⃣ Capitalize on Social Media Trends

• Douyin (China’s TikTok):
  • Create eye-catching videos about your brand’s legacy, production methods, and tasting notes.
  • Host live streams with sommeliers or brand ambassadors to engage directly with consumers.

Douyin is THE social media to be in 2025 in China explained Philip Chen GMA.

• Little Red Book (Xiaohongshu):
  • Post aspirational content like “Top Cognacs for Luxury Gifting” or “How to Enjoy Cognac Like a Connoisseur.”
  • Highlight user-generated content showing your cognac in elegant settings.

💡 Pro Tip: Use hashtags in Mandarin to increase discoverability, such as #尊享干邑 (Luxury Cognac) or #高级饮品 (Premium Drinks).

4️⃣ Elevate the Gifting Experience

Chinese consumers love beautifully packaged gifts. Make your cognac gift-ready with these strategies:

• Luxury Packaging:
  • Incorporate culturally relevant elements like red and gold for festivals or minimalist designs for upscale appeal.
  • Offer personalized options, such as engraved bottles or custom gift boxes.
• Festive Campaigns:
  • Create limited-edition cognacs for Chinese New Year, Mid-Autumn Festival, or other significant holidays.
  • Use WeChat ads and JD promotions to highlight these products during gifting seasons.

5️⃣ Integrate E-Commerce Seamlessly

E-commerce is the backbone of China’s consumer market.

• JD and Tmall Flagship Stores:
  • List your products on major platforms with detailed descriptions, professional photography, and positive reviews.
  • Offer limited-time discounts during shopping festivals like Singles’ Day (11.11) to boost visibility and sales.

• WeChat Mini Programs:
  • Enable direct purchases through WeChat, offering convenience to your followers.
  • Use QR codes to link social media campaigns to your online store.

💡 Pro Tip: Bundle your cognac with luxury accessories, like branded glasses or decanters, to increase perceived value.

6️⃣ Partner with High-End Venues

To cement your brand’s premium image, collaborate with:

• Luxury hotels to feature your cognac on their menus.
• Fine dining restaurants to offer exclusive cognac-pairing menus.
• Nightlife venues for premium bottle service experiences.

💡 Pro Tip: Host private tastings or events at these venues to create buzz and strengthen your relationship with high-net-worth individuals.

7️⃣ Educate Your Audience

Cognac is still new to many Chinese consumers. Education can drive loyalty and repeat purchases.

• Tasting Notes: Create videos or guides explaining your cognac’s aroma, flavor profile, and production process.
• Food Pairing Tips: Show how cognac complements Chinese dishes like Peking duck or braised pork belly.
• Workshops: Host virtual or in-person workshops to teach consumers about the art of cognac appreciation.

Case Studies: Cognac Brands Winning in China

1️⃣ Hennessy:

• Leveraged partnerships with high-end hotels and luxury events to build its brand image.
• Used KOLs to create viral campaigns on Douyin, making cognac relatable to younger consumers.

2️⃣ Rémy Martin:

• Focused on storytelling through social media, emphasizing their heritage and craftsmanship.
• Created exclusive gifting packages for Chinese New Year, driving significant sales.

3️⃣ Martell:

• Hosted live-streamed tastings on JD.com and integrated e-commerce seamlessly into their campaigns.

Final Thoughts

The cognac market in China is a sparkling opportunity for brands that know how to navigate the country’s digital ecosystem and resonate with its culture. By focusing on e-reputation, leveraging social media trends, and tapping into China’s gifting culture, you can establish a strong foothold in this lucrative market.

The Chinese consumer is ready for luxury and premium experiences—are you ready to deliver?