Larsen Cognac Challenges The Stereotype
A recent article in Trend Hunter explains how Larsen Cognac is challenging the traditional image of cognac with its new campaign. Cognac has traditionally been viewed as a niche product associated with older, affluent individuals. However, in recent years, cognac brands have worked hard to appeal to younger audiences by introducing innovative packaging and partnerships with popular culture and fashion icons. Their aim is to break down the perception that cognac is only for the elite and make it more accessible to a wider range of consumers.
Larsen Cognac is now following that trend by creating a campaign to reinvigorate their brand. Their new ‘Discover’ concept, has been designed to ‘challenge the idea of who cognac is for and how it can be consumed’. Mika Raukko, representing Larsen Cognac, said “The world is changing and so are the consumers. They expect brands to be more inclusive, diverse and authentic. The ‘Discover’ concept stems from the insight that making a new discovery in life makes us grow. And in order to make new discoveries you need to view the world with fresh eyes and be open to changing perspectives.”
There is no doubt that this resonates well with how people today are seeking new experiences that enrich their lives. And of course, all cognac brands will benefit from added exposure to a wider, younger audience as cognac becomes more mainstream. Not all cognac brands are the same so we must applaud Larsen’s call to be adventurous and try new offerings. We certainly class Hermitage as different from the rest!
National Cognac Day on June 4th invites you to enjoy one of the finest alcoholic drinks available. Cognac, which originates from a town of the same name in France, is a type of brandy enjoyed because of its distilled and fine taste. Cognac begins as a white wine that has been produced in one of six designated growing regions. This definition explains the axiom ‘ all cognac is brandy but not all brandy is cognac’. Ironically, the white wine from which cognac starts, is considered by most wine connoisseurs to be entirely undrinkable. But once it has been distilled in an alembic still and aged in oak casks for years, it is absolutely delicious.
f you’re looking for Christmas Suggestions you will have found two recommendations for Hermitage Cognacs in the press last week. Olly Smith, well known wines and spirits journalist and television presenter featured our 
The Spirits Business has once again been looking at the astronomical prices of aged whisky compared to cognac and their research tells them that the Collectors market is looking further afield. Jonny Fowle of Sotheby’s commented “… it does seem like there is room for vintage, aged spirits like Cognac to find favour with people who are maybe unhappy with the price of Scotch whisky.”
The results are out and we are delighted to report the results for Hermitage Cognacs in the recent International Wines & Spirits Competition (IWSC 2020).
Brandy has long been used for medicinal purposes, both internally and externally. We read that it was often used in Nelson’s Navy as an antiseptic, sometimes as an anaesthetic and even before then, as a digestif to sooth the effects of eating too much or too rich food.