RADICO KHAITAN IS SELLING MILLION OF CASES OF MORPHEUS BRANDY IN INDIA

 

Brandy Morpheus, Produced and sold in India

There are many brands of brandy we do not know, and in particular brands made in countries like India which brands we may not be familiar with, but still sells in millions of bottle. The most sold brown spirits are whisky, followed by brandy and then rum. India has a large production of whiskies and brandies.

Morpheus Brandy is a 1 million case brand sold and produced in India. It is owned by Indian drinks group Radico Khaitan.

It is described as "A brandy that is blended in the land of maharajas and nawabs. Containing the texture of warm soils and fragrant scents and all the richness of tropical weather, this brandy is bottled liquid gold. With its opulent copper tone and lush aroma." Commercial description.

I am curious to where exactly do they get the wines to distill this brandy from?

India has a huge consumption of brandy, but brandy only made in India at this time.

2016 MARKS A NEW HIGH FOR COGNAC SALES

The "Cognac Enterprise" is made up of about 16,800 active individuals, which accounts for over 50% of the active general agricultural population in France.

2014, 2015 and now 2016 mark a constant growth for the sales of cognac.

Image to Illustrate Cognac Sales in 500 years

That is growth +6% in volume and +6,8% in monetary value, still fueled by the USA which is making close to 42% of the overall sales for the past 25 years with 74,1 millions of bottles sold in 2016.

More than 98% is exports with 179,1 millions of bottles sold in 2016, was 168,9 millions in 2015. I can still remember not long ago when we were saying that 120 million bottles was a lot!!

Total sales in 2016 equal 2,76 milliards d'euros compare to 2,6 milliards en 2015.

North America comprises 77,3 millions of bottles with +14,2% in sales volume, and 14,3% in value.

Asia is the second market with 51,1 millions bottles sold, that is +1% in volume and +3% in value. This situation confirms the stability recovered in 2015 after the 2014 decline period.

Africa and Oceania are showing great potential for growth with 11,3 millions of bottles sold, comprising 6,3% of the total sales, but with significant growth:
. +5,4 % in volume
. +5,1% in value

In contrast, the European market shows a slight decline of -1,2% in volume, and -1% in value. But still 39,4 millions of bottles were sold in Europe.

Looking at the sales in using the 3 basic qualities is interesting:

. VSOP sales are stable.

. VS = +9,6 % in volumee and  +13,0 % in value.

. XO and Older = +11,7 % in volume and +8,3 % in value which is a little scary because not sustainable.

Sources: Charente Libre, BNIC