The Evolution of Brandy: Innovations and Contemporary Trends

In recent years, the brandy market has faced significant challenges, particularly due to changing consumer preferences post-COVID-19. Traditional categories like Cognac and Armagnac have encountered difficulties in adapting to these shifts. However, a surge of innovative producers is revitalizing the brandy scene.

Emerging from boutique Cognac distilleries and craft brandy makers in urban centers like London, the spirit is being reimagined as a versatile and flavor-centric choice for both bartenders and a younger clientele. The outdated perception of brandy as a drink for seasoned connoisseurs is rapidly being replaced with a more vibrant and diverse landscape.

Revitalizing Cognac: The New Wave of Producers

A vineyard in Cognac, France

Cognac, the world-renowned brandy-producing region in France, has historically been dominated by four major houses: Courvoisier, Hennessy, Martell, and Rémy Martin, with Hennessy alone cultivating over half of Cognac’s vineyards. However, the dynamics are shifting.

“Smaller houses have traditionally sold their grapes or eau de vie to the larger houses in Cognac,” explains Amy Pasquet, Managing Director at Jean-Luc Pasquet. “But they have spotted the opportunity to set up their own brand and bottlings. There are now over 200 such small indie brands in Cognac alone, each expressing their own identity.”

Over the last decade, these smaller producers have begun to carve out their niche. With strict regional guidelines still in place, they are nevertheless exploring unique approaches, including organic production and the use of single grape varieties. Jean-Luc Pasquet, known for establishing one of the first fully organic Cognacs in the world, exemplifies this trend.

Highlighted Release: Jean-Luc Pasquet L’Organic Folle Blanche

This exceptional Cognac is produced entirely from 100% Folle Blanche grapes and aged for over a decade. It offers a refreshing palette rich with zesty notes of orange peel, honeysuckle, fresh peach, and ripe plums.

Innovation Across French Brandy Regions

Camus

Other traditional French brandies, like Armagnac and Calvados, are also embracing innovation by incorporating techniques from the whisky industry, such as unique cask finishes, to broaden their appeal.

“French brandy-based spirits are really playing catch up,” remarks Anthony Parker, UK Brand Manager at Camus. “Cognac is traditional, but there is an encouraging flexing of attitudes.”

Highlighted Release: Camus Ile de Ré

This spirit stands out on Paris’ café and bar scene, made exclusively from grapes grown on the Ile de Ré, an island near Cognac. The maritime maturation imparts a crisp and elegant profile, best enjoyed chilled.

The Global Brandy Renaissance

Monarch Legacy Edition by Tilaknagar Industries

This innovation is not restricted to France; globally, craft distillers are redefining brandy. Regions including Eastern Europe, South Africa, and India are cultivating unique styles through varied fruits and innovative methods.

For example, in India, Tilaknagar Industries has introduced the Monarch Legacy Edition, blending premium French grape eaux-de-vie with Indian spirits from the Sahyadri region, demonstrating how brandy is gaining traction in markets typically dominated by whisky.

The UK’s First Brandy Distillery

Burnt Faith, London

In the UK, Burnt Faith has emerged as the country’s first dedicated brandy distillery. By utilizing a Charentais still, they are producing brandy using a diverse range of grape varieties and aging them in an eclectic mix of casks, including those previously used for bourbon and cherry liqueur.

Highlighted Release: Burnt Faith Batch One

This brandy, fully distilled, aged, blended, and bottled in the UK, showcases flavors of butterscotch, caramel, and orange marmalade, making it a versatile option for sipping or mixing in cocktails.

Brandy’s Role in Modern Cocktail Culture

Once perceived as outdated and limited, brandy is now recognized for its versatility. It can be enjoyed neat, on the rocks, or incorporated into contemporary cocktails.

Classic Cocktail: Sidecar

To craft a classic Sidecar, combine:

• 40ml Cognac (V.S. or V.S.O.P)
• 15ml orange liqueur
• 20ml fresh lemon juice
• 10ml simple syrup

Shake with ice and strain into a coupe glass, garnishing with either orange or lemon peel.

Modern Twist: Sidecar Cooler

Reduce the above ingredients by half, shaking and straining into a tall glass filled with ice, then topping with sparkling or soda water and garnishing with a slice of pink grapefruit.

Creative Take: Burnt Negroni

For a unique twist, replace gin with brandy in a Negroni, using equal parts brandy, sweet vermouth, and Campari, stirred and served over fresh ice with an orange slice.

The Resurgence of Brandy

Brandy is experiencing a revival, battling for its place among contemporary spirits. Whether sourced from a boutique Cognac house, a craft distillery in the UK, or an innovative blend from India, now is an opportune moment to indulge in the world of brandy.

As consumer perceptions evolve, brandy is establishing itself as a versatile spirit that fits seamlessly into both traditional and modern cocktail culture. The industry is indeed on a promising path, reintroducing this classic spirit to both seasoned and new enthusiasts alike.