Cognac Revival; an old spirit for a new generation

Welcome 👋

I met up with a few friends last weekend and saw a couple of 20-somethings having a drink at the bar.  

Guess what they were drinking? 

Cognac.  

Not wine or beer, which is what I would have been drinking at that age.  

This isn’t the first time I’ve witnessed this.  

What’s so fascinating about the newer generations is that they are redefining outdated traditions and embracing drinks like cognac, which were once considered the domain of older, more refined drinkers. 

Long gone are the images of old aristocratic gentlemen drinking in their libraries by a burning fire.  

Cognac has become cool.  

In fact, even Snoop Dogg and other hip-hop artists featured well-known cognac brands like Hennessy and Courvoisier in their songs and videos, helping them gain widespread popularity in urban markets. 

Millennials are shaping the future of the drinks industry.  

They’re looking for something different, more “old school.” 

A recent report from Technavio outlined how “Cognac’s growing popularity is driven by consumers seeking unique experiences and moving away from traditional beverages. This trend is particularly noticeable in the US, where Cognac is often associated with status and sophistication.”

You just need to look at the stats to see how the market is exploding.  

The cognac market has seen remarkable growth in recent years, with a global valuation of approximately $30.5 billion in 2023. It's projected to reach $50.23 billion by 2032, growing at a compound annual growth rate (CAGR) of 5.7% during this period. 

Key factors driving this growth include increasing consumer preference for premium and luxury spirits, particularly in emerging markets like Asia-Pacific, a region that’s seen significant growth due to rising disposable incomes and a burgeoning cocktail culture among younger demographics.  

Super-premium cognacs, for example, witnessed a 20.1% increase in U.S. sales volume in 2021, a trend fuelled by innovative mixology and demand for luxury experiences​.  

What fascinates me the most is its ageing potential. Properly stored Cognac in sealed bottles can last for centuries, allowing its flavour profile to develop complexity over time. 

The spirit reaches a point of maturation during barrel aging, but once bottled, it remains stable, preserving its character indefinitely – making it a staple among collectors and enthusiasts. 

The oldest bottle is 328 years old!  

We’ve managed to get our hands on an allocation of 50-year-old Distillerie des Moisans 12 litre Bonbonne cognac.  

It has an exotic aroma with notes of coconut, ripe plum, toffee, and spice. On the palate, it’s smooth and rounded, offering flavours of prune, dried apricot, and a generous amount of spice.  

Perfect for this time of year, don’t you think? 

We’ve only got a very limited allowance due to its age and rarity, so you can either click “buy now” to purchase your Bonbonne or leave your details and one of our expert traders will be in touch.

You can also reply to this email, we read every one.

As always, cheers!

Michael Doerr

Founder & CEO, Oeno Group