Five Questions With Camus Cognac’s Cyril Camus In China
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The best gift to give during this month’s Lunar New Year celebration in China was a bottle of fine cognac. China now accounts for 22% of cognac shipments worldwide, up from 5% in 2000. That’s no surprise to Cyril Camus, president and owner of Camus Cognac Group, the world’s fifth-largest cognac house. He’s the latest Camus to lead the family business. All other major cognac brands are in the hands of conglomerates like Diageo and Pernod Ricard.
Mr. Camus moved to Beijing in 1994, and joined the family company in a marketing role in 1998. Since becoming president of the Camus Cognac Group in 2003, he has worked on distributing his brand in China, with flagship stores in key cities, and taking to international markets Chinese brands like Maotai, a variety of a strong white liquor called baijiu.
Building western spirits brands in China is costly and complicated. Luring consumers away from local beer, wine and, of course, baijiu, requires expensive education and sampling programs. Counterfeiters erode market share and brand value.
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