Courvoisier master blender: new cognac can attract malt drinkers

27 July, 2018

Courvoisier’s master blender Patrice Pinet believes innovation is still possible within the cognac category, enough to attract single malt whisky consumers.

At the end of 2017, Courvoisier launched a cognac finished in sherry casks – the first of its kind to be produced by any major cognac producer.

“It took a long time to produce Courvoisier Sherry Cask Finish because we wanted to make sure we got it right,” said Pinet.

“It was the first of its kind so we had to make sure consumers understood why we were doing it. Innovation is important for the cognac category, but this shows it is possible to do it within the rules of the BNIC.

Courvoisier Sherry Cask Finish was the first expression in Courvoisier’s Masters Cask Collection and was launched in global travel retail last September.

According to the regulations of the BNIC, cognac is only allowed to be finished in barrels which have previously held wine or wine based spirits such has Armagnac, sherry or other brandies.

“Sherry finishing is popular amongst malts drinkers so we think this could widen our consumer base,” added Pinet.

“It’s important to offer consumers something new, but equally important to keep the quality of the cognac just as high.”

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