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Consumers were increasingly seeking premium and high-quality spirits, driving the demand for premium brandy and cognac products. Brands were focusing on offering aged and limited-edition expressions to cater to discerning consumers' tastes. Consumers were showing a preference for craft and artisanal brandy and cognac, seeking products with unique flavor profiles and production methods. Smaller, boutique distilleries gained popularity among enthusiasts. There was a rising awareness and demand for sustainable and ethically sourced brandy and cognac.