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SB visits… Cognac

17th February, 2020 by Owen Bellwood

In the past, Cognac has been associated with smoking jackets, balloon glasses and a male-dominated audience – but that’s all changing. SB乐橙彩票app下载 headed to France to find out how the spirit is stepping away from these stereotypes into a new, more vibrant era.

SB visited vineyards, coopers and distillers in Cognac

although the mere mention of cognac can conjure up images of cigars, smoking jackets and balloon glasses, the category is making changes to its image as it strives to entice younger drinkers.

from new, disruptive brands entering the category to innovations in production and service from established marques, changes are shaking the traditional spirit-making region.

patrick raguenaud, president of the bureau national interprofessionnel du cognac (bnic), said: “the new generations are more and more attracted to authentic, unique and quality products. cognac falls perfectly in line with this trend. enjoying the consumption of cognac in a variety of ways also contributes to the growth of cognac and opens it up new generations of consumers.”

while cognac may boast four million-case-selling brands, the industry has a more rural feel to it than you may expect from one of france’s biggest exports. in spite of this rural feel, innovation remains rife, with barrel finishes, tweaks to maturation techniques and even cocktail-making sweeping the french countryside.

raguenaud added: “cocktails are a very popular way of enjoying cognac, especially to new generation of consumers. cognac is one of the first spirits used in cocktails in the 19th century when cocktails such as mint julep or sazerac were created.

乐橙彩票app下载“this is especially the case where cocktails and spirit cultures are prominent, particularly in great britain and the usa, where significant number of spirits and cocktail bars offering cognac prominently in their menus reaching new young professionals who are interested in authentic and unique products.”

in order to showcase the changing face of the spirit, the bnic invited a group of drinks journalists out to france to uncover more about cognac.

乐橙彩票app下载as well as a chance to visit vineyards, coopers, distillers and maturation warehouses, the trip also featured an exploration into the versatility of the spirit, with pairing dinners and a cocktail-making masterclass at bar louise, in the heart of cognac.

Click through the following pages to find out more about SB‘s visit to Cognac.

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