French Cognac in Russia's Alcohol Market

Today the alcohol market in Russian Federation reflects the increase in demand for such products as brandy. The gradual exit of Russia from the economic crisis, and above all the increase in the level of income of the population, increase the demand for products that are in the upper price segment. Demand is growing both for cognac of domestic production and imported cognac, especially produced in France, which in turn causes an increase in the volume of supplied products to the alcohol market of Russia. France is considered one of the best producers of cognac, which is quite justified. The country has a long tradition of making cognac, which is used in their work several large companies such as Hennessy, Remy Martin, Courvoisier, Martel, Hein (in France – 273 cognac houses, of them 268 – small family business, the remaining 5 giants account for about 80% of sales). The analysis revealed the importance of the assortment management process as the direction for the store employees' work, which directly affects the sale of products to the final buyer. The necessity of the periodical review in order to remove uncompetitive and unpopular goods was concluded. Instead of that introducin brand new alcoholic products interesting for buyers is preferred.