Innovative mixology, new filtering processes and gripping digital communication will excite millennials and help cognac brands expand their market reach.
Cognac consumption patterns are evolving as millennials have started exploring new drinks options and are open to experimenting with their palate. We have seen a clear trend shift in cognac drinking patterns and the social drinking patterns in India and across the world. Cognac-based cocktails are gaining popularity amongst youngsters as it is being mixed with mixers such as soda or traditional lemonade to make a long drink or a cocktail. And this trend is being followed by the well-travelled Indian drinker as well. The younger audience does not mind having Martell VS & VSOP in cocktails or on the rocks, while a more mature drinker likes his Martell XO neat.
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