In Popular Culture
Since the early 1990s, cognac consumption has seen a significant transformation in its American consumer base from a predominantly older, affluent white demographic to younger, urban, and black consumers. Cognac has even become ingrained in hip hop culture, celebrated in songs (wherein it is often referred to as "'gnac").
Pernod-Ricard, the parent company of Martell, has acknowledged that "the USA is the biggest market for cognac, and African-Americans are a priority target". After poor sales in 1998 due to an economic crisis in Asia (cognac's main export market at the time) sales of cognac increased to approximately US $1 billion in America in 2003, a direct effect of product placement and brand marketing in the American music business.
Whenever Only Fools and Horses character Boycie orders a drink at The Nag's Head it is always a large Cognac.
Read more about this topic: Cognac
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