Revamping Cognac’s Image?

Various spirits have enjoyed a revamping of their image in recent years as cocktail culture continues to evolve, but what about cognac? It still tends to conjure up one of two images. The first is of an older gentleman in a suit, sitting in an overstuffed leather chair next to the fire with a large snifter. The second involves a whole lot of bling and rap music, thanks to the various rappers who have claimed cognac as their signature beverage. But what about influencing those outside of these two somewhat polarised groups? Even cocktail consultant Jordan Watson does not believe cocktails are the way ahead stating that “The higher-end, older cognacs are best for sipping on their own so as to fully appreciate their amazing range and depth of aromas and flavours.” So how can we get this message across to other sectors of the younger generation? Justin Bieber, at just 21, is clearly a fan and one of the oldest cognac houses has just employed its youngest cellar master ever, at just 35 years old, perhaps indicating a different approach? Maybe this is the start of a new trend to broaden the appeal of cognac as an elegant drink to youngsters?