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June 15, 2025
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When it comes to luxury spirits in Africa, Hennessy has cemented its place as the king of cognac. A recent consumer study conducted by Sagaci Research confirms what many already know. Hennessy is the most preferred cognac brand in Nigeria and across Africa. As a flagship brand under Moët Hennessy, a subsidiary of luxury conglomerate LVMH, Hennessy continues to dominate the premium spirits space with unmatched recognition and loyalty.
Although cognac still trails behind more commonly consumed spirits like whisky (16%), vodka (13%), and gin (11%), it is steadily carving out its niche. Only 4% of the African population currently drinks cognac or brandy, but this figure is expected to grow as consumer incomes rise, lifestyle aspirations shift, and premiumization takes hold of the beverage industry.
What’s particularly interesting is the regional breakdown. Consumption is being driven primarily by English-speaking countries, indicating that cultural influences, global exposure, and urban trends are shaping what’s being poured into glasses.
Sagaci Research’s data breaks down the leading cognac-consuming nations in Africa:
In Nigeria, Hennessy boasts a whopping 78% preference rate among those who drink cognac. South Africa edges even higher, with 81% of cognac consumers choosing Hennessy.
Such figures don’t just reflect a casual preference; they speak to brand dominance, deep-rooted consumer loyalty, and a clear association between Hennessy and elevated status.
The study paints a compelling portrait of the typical Hennessy drinker:
In essence, Hennessy appeals to people who enjoy life with intention. They work hard, celebrate their wins, and choose products that reflect their brand. The bottle they bring to a party, or open after a long day, isn’t just about taste; it’s a symbol of how far they’ve come.
In South Africa, the consumption trend is more prevalent among men, older adults, and those in higher income brackets. Interestingly, the majority, about 58% of cognac consumers, prefer to drink at home, whether it’s for personal relaxation or small, stylish gatherings with friends.
Unlike many spirit brands that compete within their category, Hennessy competes across categories. Its real rivals aren’t just other cognac houses, but top-shelf whiskies and luxury vodkas. This speaks volumes about how far the brand’s identity stretches; it is no longer just a cognac, but a cultural icon.
South Africa’s rise as a top 5 global market for cognac is also telling. Thanks to its centuries-old wine and spirits culture, dating back to the 1600s, South Africa has become a hotbed for premium beverage appreciation. And Hennessy has found fertile ground in this legacy, aligning its French heritage with local sophistication.
The brand’s longstanding investment in African music, fashion, and nightlife further fuels its dominance. Hennessy isn’t just on the shelves, it’s on the stage, in the lyrics, and on the wrist of Africa’s rising stars.
Q: Is Hennessy the most popular cognac in Africa?
Yes, by a wide margin. Hennessy leads in key African markets like Nigeria and South Africa, with consumer preference rates exceeding 75%.
Q: How many Nigerians prefer Hennessy over other cognacs?
According to Sagaci Research, 78% of Nigerian cognac drinkers choose Hennessy, making it the most dominant spirit brand in that segment.
Q: Is cognac drinking common in Africa?
Not yet. Cognac and brandy are consumed by just 4% of the population, but demand is growing fast, especially in urban centers of English-speaking countries.
Q: Who typically drinks Hennessy in Africa?
The average Hennessy drinker is ambitious, socially active, and enjoys premium experiences. In South Africa, men, older adults, and the wealthy are more likely to indulge.
Q: Where do most people enjoy cognac in Africa?
At home. Around 58% of drinkers prefer sipping cognac in their private space, either solo or during intimate social moments.
Q: Where can I buy Hennessy in Nigeria?
You can easily buy authentic Hennessy online at Bottlesandglasses.com.ng. They offer fast delivery, great prices, and a wide selection of premium spirits.
If you’re looking to enjoy the smooth, iconic taste of Hennessy, there’s no better place to shop than Bottlesandglasses.com.ng. Whether you’re purchasing for a celebration, gifting a loved one, or stocking your bar, the platform provides secure online ordering, nationwide delivery, and top-rated customer service.
Explore their full range of spirits, including:
Each bottle comes with a guarantee of authenticity, so you can sip with confidence and style.
Hennessy’s stronghold in Africa, especially in Nigeria, isn’t a coincidence. It’s the result of decades of brand investment, quality craftsmanship, and deep cultural resonance. As Africa continues to embrace luxury lifestyles and global experiences, cognac consumption is expected to grow, and Hennessy will likely remain the go-to name for those who want to drink with class.
So whether you’re hosting, celebrating, or just treating yourself, make your next toast a Hennessy moment.
