MARKETING/DESIGN/CONSUMER TRENDS/INSPIRATIONS Cognac & Brandy News for Consumers & Industry Experts
Cognac used to be known as an “old man’s drink” – only meant to be sniffed and then sipped slowly from balloon glasses. However, through its hugely successful Hennessy Artistry, the brand has managed to popularise the practice of mixing cognac with mixers such as Coke, tonic water or fruit juices to create long drink cocktails.
“We are trying to encourage the art of blending your drinks, which in the end is what cognac is all about – blending a few different products together. These days, many people’s first taste of cognac would be in a mixed drink,” said Gilles, who reckoned that cognac is actually a lot more “mixable” than other brown spirits like whisky.
“Cognac is a fruit-based drink made from grapes, and hence it is more mixable and versatile than whisky which doesn’t go with anything!”