“Cognac became popular in Japan relatively recently.Quotes from a New York Times article in 1988 Such was the growth of sales to Japan during the 1980s (Cognac sales were growing at around 10% per year) that when the crash occurred, it had a tremendous effect on the houses that had plowed so much effort into sales there.Ī graph to s how explosive growth in Cognac sales in Japan up until the 90s, and then a sharp decline. The Cognac industry suffered greatly, mainly because of the short-sightedness of some brands placing “all their eggs in one basket”. Referred to as, “ the lost decade”, Japan suffered an explosive crisis in the early 1990s, where economic expansion was halted for more than 10 years. Boom and Bust: Japan’s Cognac industry in the 80s and 90s With insider information from two Cognac connoisseurs, we have a unique insight into the state of Cognac in Japan thanks to Yasushi Tsutsui, a Japanese blogger who gave us information in 2010, and in 2019, we spoke to a Cognac connoisseur in Japan, Brandy Daddy to get a bit more of an insight into current trends of the Cognac market in Japan. We take a look over the course that the Cognac market has taken in Japan: beginning in the 80s and 90s, through to the 00s of the 21 st century. And over the decades it’s been a tale of boom and bust, with dramatic changes shaping not only that of eau-de-vie – but also of all other spirits. When it comes to the global Cognac market, Japan plays a pivotal role.
This post has been updated in 2021 with a new interview and recent trends in Japan.
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