INNOVATION IN COGNAC: A NEW WHISKY CALLED BRENNE

Cognac is brandy but not all cognac is brandy as the saying goes. However, in Cognac people know how to innovate and perhaps challenge the status quo with innovative products at least in recent years.

Jean-Marc Daucourt had already surprised with Jean-Marc XO Vodka, then XRated Liquor (now part of the Campari group), now he has OR-G and more recently Bastille Whisky which is a little irritating in the middle of the cognac world but it tastes very good. Well, he will not be the only one whisky with Bastille any longer as he was recently joined by another whisky made in Cognac also starting with a "B", i.e., BRENNE WHISHY, specifically French Single Malt Whisky.

French are joining the bandwagon of non-traditional whisky countries such as Indian Whisky we reviewed in a previous blog posting las t May 2012 (Amrut and Royal Challenge).

Brenne Whisky

Brenne is coming with the objectives to (1) offer a non-traditional small batch whisky made in France, (2) using locally organic production, (3) aged in Cognac barrels, and (4) presented in a more female friendly and/or rather non-male oriented presentation.

I think this is a real good idea. Knowing how cognac makers think it will make for some real elegant and light whiskies, creating bouquet and fruit notes, etc... away from the stereotypes of smokey standards. It will certainly create a little bit of cannibalization and look disorganized to have cognac barrels and whisky barrels sitting together but as they say 'if you cannot beat them join them' and who knows what will happen when in a few years the cognac is going to hit the bottom of supply what we will be left to do!

Brenne Whisky was launched in New York this week as it was created/owned by an American couple. However, do they know that France is per capita one of the top consumer of whisky with more than 200 million bottles of whisky sold in 2011. Coincidently, the oldest French distillery still producing whisky in France is celebrating 25 years of continuous production this week: Distillery Warenghem, famous for its single malt called Armorik.

Warenghem Whisky Breton Armorik

There are about 20 whisky distilleries in France and most of them are in Brittany. It must be something to do with being 'Celts', at least this is what I have been telling myself.  

Photos from Brenne Whisky

LINKS:
www.facebook.com/BrenneWhisky
www.drinkbrenne.com

AUSTRALIAN CONSUMERS ARE GETTING INTO COGNAC WITH MARTELL SELLING +10% PER YEAR

Increasing interest for premium spirits in Australia is driving consumer towards cognac. Cognac category in Australia is growing at 10 per cent a year, with Martell reaching 30 per cent market share in Australia.

The two fastest growing products of the 5 SKUs in Australia are Cordon Bleu and Martell XO according to Martell Brand ambassador in Australia.

Cognac Martell - Main Product Range 2012

Martell is also benefiting from a large diaspora of wealthy Asian people who had fled Hong Kong in the 1990s in fear of Hong Kong becoming a Chinese province. Soon to be a 300 years old brand in 2015, Martell is getting organized to celebrate the anniversary.

Martell was established in 1715 and it is the oldest of the 4 big cognac houses, i.e., Remy Martin (Estd. 1724), Hennessy (Estd. 1765), and Courvoisier (Estd. 1835).

Martell is not the oldest house. The oldest cognac house is supposed to be Augier Frères & Co founded in 1643. The Augier Cognac House was acquired by Martel I think in the late 1970s. Martell now and then makes a limited production of Augier cognacs.

Augier Freres XO

Source: The Shout Australia

HIGHER PROOF COGNACS OFFER MIXOLOGISTS MORE WAYS TO MAGNIFY SPIRITS IN COCKTAILS

America has embraced a range of artisanal alcohol offerings in recent years, from single-malt Scotches to craft beers and ciders.

In following this concept, the overproof movement is somewhat akin to the natural state and organic food movement as well, where people are searching for  authenticity.

For the cocktail crowd, the strength of the alcohol is not about  putting hair on your chest but about emphasizing taste. The higher the proof the higher the flavor of the spirits coming out and conserved within the mixed in cocktails.

There are a few cask strength also called barrel strength cognacs such as the recently offered Comandon Single Barrel Cognac expressions with 41%/Vol to 47% alc/vol ranges. These cask strength cognacs are not compensated with distilled water to the standard 40% alc/vol you will normally find.

Comandon Single Barrel Cognac Cask Strength

Tim Cooper, resident bartender with the downtown New York cocktail spot GoldBar, says he focuses less on names and more on how this burgeoning category of spirits helps him concoct drinks.

“The higher the proof, the more flavor that’s extracted,” says Cooper, who last month won the grand prize in a “Show Me the Proof!” cocktail-making competition sponsored by cognac maker Louis Royer SAS.

Cognac Louis Royer Force 53

The event, held in New York, featured drink mixers from around the country competing to create a winning cocktail using Royer’s overproof “Force 53” VSOP cognac. (The 53 refers to the alcohol percentage, which means the cognac registers at a potent 106 proof.)

Other recent additions to the high-alcohol market — in strengths topping out at nearly 150 proof -- include bourbons (Knob Creek Single Barrel Reserve), rums (Plantation Rum Original Dark Overproof), ryes (Wild Turkey 101) and gins (Perry’s Tot Navy Strength Gin). Sales are strong for these and other overproof brands, according to officials at various brands.

Beam Inc., the Deerfield, Ill., spirits company known for its namesake Jim Beam bourbon, notes its Scottish-made Laphroaig Cask Strength whisky ($59.99 for a 750-milliliter bottle) as an example. Sales have surged by 70% for the brand in the latest quarter from a year earlier, the company says. That is a faster growth rate than that of its still-popular, standard-strength Laphroaig 10 Year Old ($49.99).

Examples of Cask Strength Spirits

Beam anticipates selling out of its entire 2,500-case U.S. allotment of the Cask Strength expression by year’s end. “High-proof whiskies are in hot demand at the moment,” says Beam spokesman Dan Cohen.

Source: "Now on Tap at your Local Pub" by Charles Passy, Oct. 3rd 2012, MarketWatch/The Wallstreet Journal

WHAT ARE THE RECENT INNOVATIONS IN THE COGNAC CATEGORY?

For one company to survive it needs innovation. People often equate innovations to the creation of new products or the use of technology. Cognac is a traditional product but if it does not innovate it may disappear as there are many other spirits competing against cognac.

Cognac innovations are not only about creating new presentations. Here are a few basic ways cognac can innovate.

1) the introduction of a new (or modified) cognac;

2) the introduction of a new method of production of cognac;

3) the opening of a new cognac market;

4) the exploitation of a new source of supply;

and 5) the re-engineering/organization of improved business management processes.

I have rounded up the cognac innovations for the past 16 months in the cognac marketplace. Do not hesitate to contact us to suggest any other innovations you think should be presented here.

Most of these cognac innovations have focused on modified presentations and modified blends/ assemblages. 

The cognac is not offering a great deal of new products such as ABK6 Ice Cognac, and more specifically there are very few new sub-categories, such as Comandon creating the Single Barrel Cognac category within an XO selection. In the product business jargon this is called  'a product line width extension'.

LIST OF RECENT INNOVATIONS IN THE COGNAC CATEGORY

The Martell XO Architect Edition by Christian de Portzamparc  recently debuted in Hong Kong, Macau and Taiwan airports. It will then be available in Kuala Lumpur airport from April to May 2013. The limited edition packaging includes a gift case that captures the light and to create a diffused glow transforming the case into a delicate architectural material that envelopes the bottle in subtle opacity. The Martell XO bottle has been reinterpreted to feature a gold bottle neck and cork closure and gold metallic label (2550 bottles in Asian Duty Free stores only).

Cognac Martell XO Architect

Pernod Ricard also launched its travel retail exclusive Martell Millésime 1968 in key Asian airports following its success in the Martell Experience Boutiques and Singapore’s VIP Duty Free Store. Presented in a luxury leather and wooden gift box with a hand-written number denoting its status as a limited edition, Martell Millésime 1968 will be showcased in high profile promotion locations within duty free stores.  The distinctive bottle shape was inspired by the ‘montre’ bottle used by generations of Cellar Masters when composing the final blend.

Cognac Martell Vintage 1968

Comandon Single Barrel Cognac is the first cognac house to introduce a full line of single barrel cognacs while also producing the classic VS/VSOP/XO qualities. The Single Barrel collection consists of a three different bottles, with different growth area origins. A Comandon XO Single Barrel Cognac from the Borderies, Petite Champagne and Grande Champagne Appellations all available at cask strength. An original vintage look!

Comandon Single Barrel Cognac XO Selection

Martell launches Chanteloup Perspective in its travel retail outlets in Asia. The arch-shaped decanter features a silver motif echoing the wrought-iron gate which protects the cellar. A brushed-silver gift box embossed with a single ‘M’ further accentuates the new blend’s luxury credentials.

Cognac Martell Chanteloup

Cognac Camus launched one of its latest fine cognac  – Ile de Ré Cliffside Cellar – from the vineyards of the Ile de Ré, the most westerly part of the Cognac AOC region. Drawn entirely from eaux-de-vie grown, distilled and aged on the island in a very humid cellar, it has a lively, dry palate with a fruity touch. Additional maturation in a cellar deep in the Fort de La Prée then adds a unique marine and mellow character. Built in 1626, the Fort de La Prée is located on a cliff overhanging the Atlantic, and its cellar is subjected to the full force of the oceanic climate.

Camus Ile de Re Cliffside

To recapture the spirit of the quintessential cocktail days in the 1800s, Cognac Ferrand has launched Pierre Ferrand Cognac 1840 Original Formula – a revival of the classic three-star Cognac – in the US. This eminently mixable Cognac – created by Alexandre Gabriel, proprietor Cognac Ferrand and cellar-master Christian Guerin. The blend is closely modelled on a rare and well-preserved bottle of Pinet-Castillon Cognac from the year 1840, a generation and more before the phylloxera louse devastated the vineyards of Cognac.  It has ben bottled at 45%ABV to enhance its use in cocktails. RRP $44.99 /75cl bottle.

Cognac Pierre Ferrand 1840

Rémy Martin VSOP Urban Lights limited edition hits the streets this autumn in a dramatic black bottle decorated with the startling red neon lights of the city and lettering in scarlet and glittering gold. The 1 litre bottle will be available from selected travel retail outlets all over the world from September 2011 while stocks last at the same retail price as Rémy Martin VSOP Fine Champagne Cognac.

Remy Martin VSOP Urban

Originally punch was made with cognac it is said. As part of Courvoisier’s promotion campaign Courvoisier VS 'punch pack  is available in a special ' pack' containing a free clear plastic ladle to encourage consumers to "upgrade their drinking experience and enjoy punch at home".  The 30,000 window carton packs feature Courvoisier’s signature serve punch recipe, which mixes Courvoisier VS with lemonade, a few dashes of Angostura aromatic bitters and a garnish of orange and lemon wheels. Neck hangers, that also feature the Courvoisier Punch recipe, plus a free music download, will be placed on a further 175,000 bottles in the offtrade.

Courvoisier Punch Pack

Courvoisier is revolutionising the cognac category with the launch of a range of cognacs with an age declaration on the bottle. The Courvoisier Connoisseur Collection is launching with two qualities: Courvoisier 12 Year Old, using grapes from the Borderies; and Courvoisier 21 Year Old, made exclusively from grapes harvested in the Grande Champagne region. Their respective RRPs are £50 and £175.

Courvoisier 21 Years Old

Rémy Martin launched Centaure de Diamant in the Americas.  This new presentation, created exclusively for travel retail is set to appear in key airports across the Americas including New York, Washington, Los Angeles, San Francisco, Chicago, Vancouver, Puerto Rico and also on cruiselines. RSP US$1,000. The chiselled glass carafe is topped with a silver collar and cabochon stopper that bears the centaur emblem of Rémy Martin. The carafe comes in an elegant presentation coffret in metallic silver with bevelled edges, which open backwards to reveal the decanter and act as a display case on shelf.

Cognac Remy Martin Diamant

Bacardi Global Travel Retail Division is launching Baron Otard’s Fortis et Fidelis. A rare cognac into select travel retail outlets worldwide (RRP US$4,500). The crystal carafe is handcrafted by Royale de Saint-Louis. 

Baron Otard Fortis

Rémy Martin’s Coeur de Cognac is being presented in is distilled very slowly for extra smoothness and vibrant fruitiness and is designed to offer non-Cognac drinkers an accessible premium quality product.

Remy Martin Coeur de Cognac

ABK6 Ice Cognac: The Abécassis family, known for its single estate cognacs, launched Ice Cognac, a contemporary cognac that has been specifically blended by the cellar master to be savoured on ice. Its flavours develop progressively, highlighting a range of distinct aromas from fruit to lemon sorbet and mint through contact with the ice and water. This product is kind of reminiscent of Remy Ice Boxx and following this concept for colder cognac users.

ABK6 Ice Cognac

COGNAC PAIRING DINNER AT THE HEATHMAN IN PORTLAND OREGON

The Heathman Restaurant & Bar in Portland, Oregon is hosting a five-course cognac pairing dinner this Friday, October 5. Following hors d'oeuvres and champagne, the dinner portion commences with chef Michael Stanton's foie gras torchon, cognac marinated fig jam, and brioche with Hardy's Pineau des Charentes.

Other highlights include a Peking duck in a French rendition paired with 15-year-old Napoleon Cognac. $80 includes hors d'oeuvres, dinner, cognac pairings, and warm and fuzzy feelings. Call the restaurant for a reservation.

Heathman Hotel Restaurant in Portland Oregon USA

Hardy Cognac Dinner Event
A once in a lifetime event featuring a 5 course tasting menu created by Chef Stanton. Each course will be paired with the most sought after and limited release Cognacs from the renowned House of Hardy. View full menu...

The menu will include cognacs:

• Hardy Perfection (140 years old)
• Hardy XO (25 years old)
• Hardy Noces d'or (a blend of 40 grande champagnes)
• Hardy VSOP (8 years old)
• Pineau des Charentes

  

  Cognac Hardy XO

Special Guest Speaker and Co-Host of the dinner is Ms. Benedicte Hardy.
$80 per person. Reservations recommended due to limited space.

More Info: The Heathman Restaurant & Bar

COGNAC MEUKOW CULINARY ATELIER ORGANIZED IN CHAI MEUKOW

House of Meukow in downtown Cognac is opened for visites, cognac tastings and shopping in their store. This past summer they have added very original culinary food pairings with cognacs for lunch.

Contact them to check and reserve for availability.

Cognac Meukow Visites and Culinary Lunches

Cognac Meukow Visites and Culinary Lunches

July-Sept: Open 10am to 5pm (last visit), Store opened till 6pm

Oct-June: need to book

Cognac Meukow
26 rue Pascal Combeau - 16100 Cognac
Parking : 7 rue François Porché - 16100 Cognac
tél. : 05 45 82 32 10
www.meukowcognac.com
@ : visite.meukow@cdgcognac.com

INNOVATION IS THE DRIVING FORCE BEHIND THE LONG-TERM SUCCESS OF COGNAC

A recent article from CNBC has caught my attention as it was discussing the growing success of certain liquor companies in particular a cognac company named CAMUS. I very much liked the quotes from Pierre Pringuet that states that in essence consumers do not know what they want until they see it.

When I was a professor at ESSEC Business School in Paris, this conceptual subject was a large part of my program. When you have a CEO who understand this so clearly it makes for a better business for sure. Perhaps he went to ESSEC!

“The consumer is curious, but at the same time, they will not imagine (by) themselves what they want. It is our duty as a producer to propose innovation,” Pernod Ricard CEO Pierre Pringuet recently told CNBC.

Further, in this article the author insists on the importance of innovation for companies to thrive. This concept of innovation was central to Joseph Schumpeter  's theories of 'creative destruction' and 'innovation' for entrepreneurship in 1934. It is still today. In future postings, I will discuss what makes cognac a Very Special product, review cognac innovations, and describe the importance of premiumization in the liquor industry.

Tom Rotunno, CNBC Senior Editor makes an important contribution also when discussing innovation as a moderator of growth in the cognac market. This is very unusual as cognac is perceived by many as a drink of the past, full of traditions and rituals. In fact, most people do not know that cognac is now mostly consumed by non-european, under 40 years old and who may not belong to the 'haves'.

Another interesting point from this article is the specificity for cognac businesses to require long-term focused people. In today's world of corporate business it is difficult for non-familly owned organization to work for the benefits of the next generation. This corporate myopia is often what differentiate among cognac houses.

CNBC article "...  Innovation is also a driving force behind the success of fifth generation family-owned Camus Cognac.

Camus recently released the first and only Cognac from Ile de Re, an island off the west coast of France that carries the Cognac designation of the mainland.

Ile de Re has three variations: Ile de Re Fine Island, Double Matured, and Cliffside Cellar, which each “highlight the unexpected aromas, flavors and personalities distinctive to the island of Ile de Re.”

Camus Ile de Re Cognacs

While hoping to provide variety and capture the attention of cognac drinkers, the Ile de Rey Line highlights the salty, seaside notes that may also appeal to Scotch drinkers.

For Cyril Camus, president of the company, the Ile de Rey line is an approach designed to breathe some new life in a category many feared was getting stale.

“In the 1980's and 1990's when cognac was growing internationally, a lot of companies tried to produce blends that would satisfy the highest number of consumers around the world,” he said. “So the cognacs of that era converge into something that was quite similar to each other.”

Ile de Rey hopes to recapture the attention of the lapsed cognac drinker, while at the same time attracting new drinkers to the cognac category. “We’ve had a very positive reaction from consumers who were bored with the category as well as from brown spirit drinkers that are open to different tastes,” Camus continued.

Camus credits being family-owned with allowing the company to take a long-term approach. “We can concentrate on doing what we think is right, even if it's not right in the short term,” said Camus. “Our notion of time is quite different than the others in the industry and frankly what we are seeing that makes the success of the company now are all projects that were started 15 years ago when the market trends were not those we know today.”

The move is a vindication of sorts for Camus, which has resisted pressure to sell out to a larger entity. As consolidation has become the norm with the liquor industry, Camus said, the company was often told it would need to become part of a larger group in order to gain access to the market or advertising power.

“I grew up in an environment where people were telling me or my father that we were pretty stupid not to sell the company. We were told that there was no future for an independent company,” he said. 

“But we stuck to our guns and we see today that there is another business model and that is not being part of a large conglomerate and is remaining independent and quality driven, and that it works.” ... " CNBC article.

 Source: CNBC, Large or Small, Innovation Driving Liquor Growth - 26th Sept. 2012