Interesting paid advertorial for Rémy Cointreau. For me, the reason why Cognac is in a state of flux is that it’s ignored connecting with the day to day drinker on a basic level. I’m not sure this explains how Gen Z become reengaged with the category. Education, education, education. Brandy / Cognac is arguably the most versatile of all the dark spirits (floral / fruity / semi sweet etc) but it’s currently almost non existent in lead bars cocktail creation. As a combined category we need to work together to change this. Eradicate this idea that cognac is far superior to all other brandy but actually a key player who will invest in reengaging with the drinkers who are abandoning the category for tequila / mezcal / whiskey / rum. At Burnt Faith we are trying to change this from way down here, let’s see if the big guns up high notice this too.
Be great to have a chat about Burnt Faith at Top 50 Cocktail Bars if we can make it happen Simon Wright
Surely the issue for Remy specifically is that without a VS, it doesn’t have a product that can be made into cocktails where the bar can actually make any gross margin? Less so for the other big guys…
Managing Director
2moCognac AOC with layers of rules and regulations has standardise the taste of Cognacs. The reality today is that this excess of regulation prevents innovation in the creation of liquids attractive to consumers and that it is difficult to taste the difference in a blind taste between different cognac brands.