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SPIRITS<br />
SUCCESS STORY<br />
CHÂTEAU FONTPINOT<br />
THE DRY VINTAGE CELLAR AT COGNAC FRAPIN<br />
What used to be referred to as an after-dinner<br />
drink is no longer necessarily saved for<br />
post-prandial occasions. This change in drinking<br />
patterns could well have undermined the industry,<br />
but instead of that, it has proven itself to be dynamic.<br />
Armagnac, Cognac and gin producers remain true to<br />
their values whilst developing a well-stocked range<br />
of products with undeniable flavour qualities that<br />
match current consumer demand. Armagnac, which<br />
has been marketed since the 16th century and is a<br />
flagship of the French lifestyle, has dusted off its<br />
image and enjoys the kind of success that would have<br />
been unthinkable a few years ago. Now produced in<br />
numerous countries, gin flirts with fashion, stoked<br />
by the emergence of success-hungry brands in a<br />
highly competitive marketplace. Admittedly, the<br />
combined effects of an economic slowdown, the<br />
impact of inflation and overstocking by distributors,<br />
particularly in the United States, led to a decline in<br />
2022, but international markets remain sizeable.<br />
“Cognac symbolises French excellence, for connoisseurs<br />
and the world’s top barmen”, claims Christophe<br />
Veral, chairman of the Cognac marketing<br />
board BNIC. “Sophisticated marketing supports its<br />
recognition and aims to raise awareness and exposure<br />
to its unique character, diversity and aromatic<br />
intensity crafted by many companies and producers,<br />
each with its own signature style”. Just like gin and<br />
Armagnac, approximately 70% of the time Cognac<br />
is drunk in the cocktail space. The figure illustrates<br />
the popularity of mixology, an undeniable advantage<br />
for three spirits that certainly capture the zeitgeist.<br />
COGNAC<br />
COGNAC FRAPIN:<br />
AN HISTORIC COMPANY<br />
Set in the heart of Grande Champagne, Frapin, a<br />
company whose family origins date back to 1270,<br />
embodies the essence of Cognac. Its long-standing<br />
expertise scales the heights of excellence. This<br />
family-owned property covers 240 hectares of vines<br />
farmed to the highest standards using artisanal<br />
methods that have been passed down over time<br />
70 WINTER 2023 • GILBERT & GAILLARD - THE FRENCH EXPERTS ON WINE