14 August, 2012

Asked why bartenders and retailers should stock armagnac, Giovinetti says: “Its intense flavour, unique to a small territory; it’s hand crafted, it’s rare; armagnac can declare a minimum age.”

Qualitative distribution

Janneau colleague Corinne Bucchioni tells Drinks International: “As the volumes of production in the region are fairly small for the requirements of certain markets like China, we need to select a qualitative distribution to keep armagnac as a premium spirit. The overall premiumisation of the category is an important issue.

“Brazil could become an interesting market for armagnac. However, eastern Europe and Russia, as well as duty free, still offer good opportunities for growth.”

Joe Bates, Drinks International’s travel retail correspondent says: “Armagnac has a hard time coming out of cognac’s shadow. The likes of Chabot and Janneau do pretty well in Asia though at the top end of the price spectrum.”

Speaking of which, Chabot is offering a “one of a kind” collection of three age statements: 100 years old, 80 years old and 60 years old.

To produce this trilogy, Chabot says a selection of its oldest and most exceptional vintage armagnacs from its Paradise cellar were chosen and blended.

Benoît Hillion of Armagnac Dartigalongue sums it up: “Armagnac is still not very known, so we can do more by communicating. The market is open considering our size. The priority is developing sales with a good strategy, produce better products (less wood – more fruits and elegance), and work on nice packaging, with a real message on.”

Asked what the definitive armagnac cocktail is: “Very simple: 1/3 VSOP, 2/3 premium orange juice, ice. simple but successful.”


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