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Larsen Cognac Challenges The Stereotype

Larsen CognacA recent article in Trend Hunter explains how Larsen Cognac is challenging the traditional image of cognac with its new campaign. Cognac has traditionally been viewed as a niche product associated with older, affluent individuals. However, in recent years, cognac brands have worked hard to appeal to younger audiences by introducing innovative packaging and partnerships with popular culture and fashion icons.  Their aim is to break down the perception that cognac is only for the elite and make it more accessible to a wider range of consumers.

Larsen Cognac is now following that trend by creating a campaign to reinvigorate their brand.  Their new ‘Discover’ concept, has been designed to ‘challenge the idea of who cognac is for and how it can be consumed’. Mika Raukko, representing Larsen Cognac, said “The world is changing and so are the consumers.  They expect brands to be more inclusive, diverse and authentic.  The ‘Discover’ concept stems from the insight that making a new discovery in life makes us grow.  And in order to make new discoveries you need to view the world with fresh eyes and be open to changing perspectives.”

There is no doubt that this resonates well with how people today are seeking new experiences that enrich their lives.  And of course, all cognac brands will benefit from added exposure to a wider, younger audience as cognac becomes more mainstream.  Not all cognac brands are the same so we must applaud Larsen’s call to be adventurous and try new offerings.  We certainly class Hermitage as different from the rest!

Rare Paul Beau Cognac In Stock

Paul BeauPaul Beau is a name synonymous with exceptional quality in cognac circles.  The company dates back to the end of the 1800s, when Samuel Beau began to work the vineyards surrounding his Segonzac estate in Grande Champagne.  When he died in 1914, the cognac house passed to his son, Paul, who together with his wife, grew the estate to over 100 hectares in size. They also modernized the buildings and distillery, whilst keeping the traditional alembic stills to ensure the quality of their produce.  In 1977 they decided to sell directly under their own label – and the Paul Beau brand name was created.

Recently, however, there have been major changes at the house of Beau.  The company’s assets have been sold, and the Paul Beau brand of cognac is no more.  Sadly, another independent cognac house that has been sold off.

We are therefore very fortunate to have a few bottles of the fabulous Paul Beau cognac for sale.  If you are a fan, these may be the last few available in the UK:

Paul Beau – La lignée de Samuel Grande Champagne Cognac

This is the oldest cognac ever released by Maison Beau and possibly the last two available to buy in the UK. It is a blend of vintage cognacs from the 1930s and 1950s which have been aged in oak barrels for more than 60 years. A wonderfully complex cognac with a well developed rancio and notes of hazelnuts, dried figs, almonds, and prunes amongst others. A real treat from this highly regarded cognac house.

Paul Beau 45 Year Old Extra Vieilles Borderies Cognac

The last known bottle of this rare and exceptional cognac available in the UK. The Paul Beau family lost their Borderies vineyard in 1964, but retained the eaux-de-vie, so this cognac was aged for 45 years old. Borderies is the smallest cognac cru and produces some amazing nectars. No longer producing cognac, Paul Beau products are becoming increasingly rare and sought-after. Nicholas Faith, in his excellent book “Cognac”, describes it as “The real McCoy, rich fruit and nut, chocolate, very dense and long.”



Whisky Collectors Enticed By Luxury Cognac

whiskyThe Spirits Business has once again been looking at the astronomical prices of aged whisky compared to cognac and their research tells them that the Collectors market is looking further afield.  Jonny Fowle of Sotheby’s commented “… it does seem like there is room for vintage, aged spirits like Cognac to find favour with people who are maybe unhappy with the price of Scotch whisky.”

“Interest in Cognac is definitely growing,” says Isabel Graham-Yooll, auction director at Whisky.Auction. “In the secondary market and the auction market, people are becoming more educated.”

In the Ultra-Premium Segment, there is much innovation being carried out at the top end of the cognac market, says David Baker, managing director of Hermitage Cognacs.  He believes sprits produced by masters of their craft in creative ways can become some of the best examples available in the category.

“We’ve got an 1885 at the moment, and that is probably the finest Cognac I’ve ever tasted, it is just out of this world,” he says.  Read the full article here:

How luxury Cognac is attracting whisky collectors – The Spirits Business

First Harvest of New Vine Varieties

vinesThe Bureau National Interprofessionnel du Cognac (BNIC) is the organisation whose role is to promote, protect and develop the Cognac Geographic Indication and its culture.  In September their technical arm, Station Viticole, reported that one of their research programmes had seen new varieties of vines, resistant to mildew and powdery mildew, harvested in the region.  Six experimental plots are the result of 20 years of collective research work in partnership with the French National Research Institute for Agriculture, Food and the Environment (INRAE), the French Institute of Vine and Wine (IFV), and the main producers in the cognac industry.  The newly harvested grapes will now be vinified and the wines distilled to help enable a better understanding of the cultural characteristics of these new varieties as well as the oenological qualities of the grapes and the profile of the eaux-de-vie obtained. The Cognac industry has been working for many years to preserve its terroir and natural resources.  This long-term research programme, developing new vine varieties, is just part of the plan and in the long term should (1) reduce, by up to 90%, the phytosanitary treatments against mildew and powdery mildew, the main diseases affecting vines (2) produce distillation wines corresponding to the qualitative requirements of cognac production and (3) anticipate the effects of climate change.