BRANDY & COGNAC
A CHANGING TASTE FOR COGNAC
When choosing a Cognac to drink , Guillaume Lamy , Managing Director , Maison Ferrand USA , mentions that consumers are looking for a wide choice of expressions .
“ They do not want a standard Cognac or for all Cognacs to taste the same ,” he says . “ They want to be impressed by aging or blending techniques that offer taste profiles that seem new , but in reality are resurgences of the past .”
Maison Ferrand achieves this through their best-selling Cognac , 1840 Original Formula . For many consumers and bar professionals , it is a Cognac that has a true proposition of taste and intensity . For bar managers , it offers an old , 19th-century style of Cognac that allows them to recreate classic drinks and showcase the aromatics of Grande Champagne in their cocktails .
“ However , this is also the perfect Cognac for any consumer that loves intense , higher proof , aged brown spirits ," Lamy explains . " We ’ ve seen a very strong growth of sales in stores since 2020 from whisky consumers that were looking for complexity and depth of aromas in a Cognac that they could consume on a solid ice cube , for the ultimate olfactive experience . Most modern Cognacs would not withstand any ice or dilution as well as the 1840 Original Formula ."
Aria Wright , CAMUS ’ U . S . Brand Ambassador , agrees with Lamy when she says that consumers are seeking quality , authenticity , unique flavor experiences , and innovation in their Cognac choices . “ As the younger Generation Z enters the realm of Cognac consumption , they bring more personalized and customized preferences , necessitating brands to establish strong identities and vitality .”
CAMUS has embraced this change by collaborating with multimedia artists like Malik Roberts and Melissa Sutherland Moss . These partnerships help celebrate contemporary culture and unity through the brand ’ s VSOP Artistic Limited Editions .
On the other hand , Livio Lauro , Director of Product Education at Southern Glazer ’ s Wine and Spirits Nevada , believes that brandy and Cognac consumers are looking more for status than anything else when choosing which brand to drink .
“ Brandy and Cognac consumers are a special breed ; they often have a mature palate and are more experienced drinkers ” he says . “ While many consumers identify themselves in what they drink — such as tequila drinkers saying they love tequila — Cognac drinking is often seen as a status symbol , and drinking Cognac can signify ‘ I have arrived .’”
Aria Wright , Camus '
U . S . brand ambassador
A DIVERSIFYING COGNAC DEMOGRAPHIC
In the last 20 years , many consumers have been crossing categories from rum and whiskey , giving a chance for smaller houses to develop more market presence . All in all , Cognac demographics today are more diverse than they have ever been , according to Lamy . And as it was an aging demographic 20 years ago , it is now reaching groups that are a lot younger and willing to learn about the origins and the history of Cognac .
Agreeing with Lamy is Copper & Kings Head Distiller Brandon O ' Daniel . The younger crowd has driven sales at their distillery , craving something new in their alcohol-curious lives .
“ The cocktail scene has been a major influence on our Brandy sales ,” he says . “ Watching an excited bartender so something with Brandy always turns into something fun and we try to lean into this as much as possible as a brand . I also encounter a lot of spirits-educated people looking for something new , especially at the distillery .”
Traditionally , Cognac has appealed to mature and affluent consumers , often associated with older age groups and those with higher disposable incomes . According to Wright , these consumers typically reside in metropolitan areas , possess sophisticated palates , and are introduced to Cognac through family , networks , and peers .
“ However , there is a growing interest among the younger African-American hedonism group , characterized by an appreciation for refinement , a luxury social lifestyle and rising disposable incomes ,” Wright notes .
With the increasing interest among younger generations , CAMUS ’ clientele has embraced VS Intensity as www . beveragewholesaler . com Winter 2023 • Beverage Wholesaler 13