Bloomberg: Your Next Investment Bourbon Should Be a Brandy

Illustration by Nico H. Brausch

By Christopher Ross

June 18, 2024 at 6:27 AM UTC

Bourbon collectors, I feel your pain. What was once a niche hobby for booze geeks has become a forbiddingly expensive and competitive endeavor, what with the annual Pappy Van Winkle lotteries (and heist) and secondary markets where a $2,000 bottle of 20-year Eagle Rare can leap to $14,000 in just five years.

Still, if you love the hunt for artisanal, rare spirits, have you considered pivoting from grains to grape? The warmth and woodsy flavors of single-barrel, full-strength cognac and Armagnac can closely resemble the taste of bourbon, at a more attainable price point.

“Folks who’ve had the opportunity to taste these bottles notice, wow, there’s that concentration, that similar profile of combining fruit and structure from the wood,” says Greg Faron, co-founder of new importer Bien Élevé in Washington, DC. Some vintage brandy can compare in flavor to glut-era bourbon, he says, referring to the 1970s-to-early-’90s period when distillers cleared out older, languishing whiskey stock under younger labels.

Bien Élevé joins established importers PM Spirits and Charles Neal Selections—plus upstarts such as Bhakta Spirits, from the founder of WhistlePig whiskey—as part of an expanding network of bottlers and retailers working with aficionados to build a ground floor for collecting these complex liquors.

Their biggest obstacle? The French.

See, when it comes to investment bourbon, what’s most sought-after are single-vintage bottles, ideally single-barrel, bottled at cask strength—offering a premium of intensity and purity and rarity, traceable to a specific location and point in time. But that’s exactly the opposite of how French brandy is traditionally produced.

Distillers at major cognac houses such as Hennessy and Courvoisier believe the beauty of their craft lies in artful blending; they lock up eaux-de-vie (unaged spirit distilled from grapes) from hundreds of growers to do so. There are strict brandy-making rules around grape varietals, distillation and minimum aging time in oak barrels, but blending isn’t actually a prerequisite.

“I’m French, so I can say this: The French feel they are the guardians of a tradition, which makes them not innovate whatsoever,” says PM Spirits founder Nicolas Palazzi, one of the first importers to bring unblended, collector-bait brandy to the US.

The Cognac region, Palazzi says, is particularly disincentivized to put out the kind of artisanal spirits that US buyers are clamoring for. If a producer decides to set aside a barrel for aging as a vintage cognac, a member of the Bureau National Interprofessionnel du Cognac (BNIC) must be present for its sealing. To open that cask for any reason, including if it’s leaking or damaged, they need to pay for another inspector to come out and oversee the breaking of the wax seal.

Moreover, Big Brandy doesn’t see much long-term strategy in single-barrel bottlings, as it’s only able to achieve its current sales volumes by blending spirit from different casks; the ultrapremium $4,000 Rémy Martin Louis XIII may contain as many as 1,200 eaux-de-vie, some as much as a century old. There are precious few growers in Cognac who don’t sell to the mass-market houses.

Steve Ury, a well-known former bourbon blogger, takes a cynical view of the Kentucky gold rush, so he turned his gaze toward France. He says his steadily growing Facebook group, Serious Brandy, now counts more than 3,000 members. He says American buyers have had to train smaller brandy producers to fill that desire gap between collectors and the conglomerates.

“Their first instinct was, you blend everything, you water it down to 40%—that’s what people want,” Ury says. “And we had to go and say, ‘No, that’s not what we want. We want to see those barrels. Just put ’em in a bottle. We don’t need you to do anything else.’ ”

There’s casks all over the place, all over France, sitting in garages and sheds.

Cognac houses Pasquet and Grosperrin are among producers that have gotten the memo, as well as L’Encantada Armagnac, he says, which can be “very bourbon-like. It’s dark and oaky because they don’t do as much treatment to it, they just sort of leave it in the barrel.”

Reid Bechtle, a collector in Virginia, agrees. He was so enchanted when first tasting L’Encantada’s Armagnacs in 2015 that he and fellow members of his private whiskey club—1789b, which buys whole barrels of spirits—foresaw the untapped demand and purchased three on the spot. Now, he says, L’Encantada’s fame has grown, and its small-batch, orange-wax-topped bottles command such a cult following that it’s often impossible to find at retail. “What we used to buy for $60 is now $300.”

For your own collection, this month PM Spirits is releasing a L’Encantada discovery box ($211) featuring 200‑milliliter independent bottlings of brandy distilled by three different domaines over three different decades: 1999, 2001, 2012. Dozens of years in barrel reveal beautiful tertiary aromas of dried citrus, tobacco and resin.

Cognac Frapin, a family-owned producer founded in 1270, focuses mostly on traditional aged blends, but it, too, is coming around, with help from Palazzi. A 1994 vintage released in May is a first for the maison: single-estate, single-cask, full-proof. Balancing the richness of the wood with subtle orchard fruit, vanilla and leather, it costs $265. Only 500 bottles were made.

Similarly, Bien Élevé imported a single-cask 1967 Cognac Lheraud Bons Bois ($640), perfumed with exotic spice and dried figs and elegantly rounded on the palate. “It’s become more of a focus in France, finally, for single-barrel picks,” says Faron, the Bien Élevé co-founder. Just a dozen of the 132 bottles of the Lheraud Bons Bois were allocated to the US.

I wouldn’t be surprised if major producers started earmarking exceptional casks as well, given that collectible, traditional blends have stalled. The compound annual growth rate by volume of ultrapremium-and-above French brandy was down 2% globally from 2018 to 2023, compared with ultrapremium bourbon’s 22% growth, according to IWSR, a global beverage alcohol data specialist.

“With French brandy, the extraordinary and extensive histories—over 700 years for Armagnac alone—and the tremendous ageability of these spirits, arguably far greater than most whiskeys, should mean that the possibilities for finding great spirits are near endless,” says Nima Ansari, a buyer for Astor Wines & Spirits in New York who stocks about 20 bottles of boutique brandy. Cognac can age longer than bourbon or American rye because of a cooler climate and less char on what are usually older, larger barrels.

But the ultimate factor may be the love of the hunt. As in the early days of searching for bourbon “dusties” on liquor store shelves, there’s a sense of undiscovered treasure out there, if you know where to look and strike quickly when opportunities arise.

If a vineyard hasn’t presold all its grapes to a brandy house, some farmers might have their own spirits distilled for consumption among friends and family or as an investment. “Every farm is a potential producer,” Ury says. “There’s casks all over the place, all over France, sitting in garages and sheds.”

In other words, there’s a lot of potential boutique brandy out there—and it’s all rare. Consider: If an importer comes across the private stash of an elderly couple, buys it and releases 170 bottles, it might be all that family farm ever produces.

For collectors who get a thrill from acquiring a truly one-of-a-kind spirit, it’s tough to put a price on those bragging rights. At least for now, though, a couple hundred bucks ought to do it.

Wine Spectator: Why Vermouth Is the Perfect Bridge to Cocktails for Wine Lovers

And why you should be storing this Martini staple in the fridge

By Kenny Martin

For decades, vermouth has been accumulating dust on the back bar, where a lonely green bottle waits to be used sparingly—if at all—in a dry Martini.

Luckily for wine and spirits lovers, change is in the air. In the past decade, established brands have upped their game, and small producers are making outstanding versions in both traditional and experimental styles. Vermouth generally offers excellent value, with most bottles priced less than $40. And vermouth is highly versatile—suitable for sipping on the rocks, mixing up a cocktail or savoring straight from a wineglass.

“Vermouth is the best of both worlds for me as a wine person,” says Madeline Maldonado, beverage director at José Andrés’ Mercado Little Spain. Its versatility, range of styles and ability to express terroir make it a natural bridge between wine and spirits—and a stylish addition to any home bar.

With soaring quality and diversity, there’s never been a better time to appreciate this fortified and aromatized wine.

What Is Vermouth, and How Is It Made?

Traditionally, the base wine for all vermouth is white. Most sweet vermouths get their color from a combination of sugar, botanicals and sometimes colorants. Spirit is added to the base wine, which results in an alcohol by volume between 13 and 22 percent. Alec Kass, who has assembled a list of over 200 vermouths as beverage director at New York’s Rosevale Cocktail Room at the Civilian Hotel, says vermouth “is closer to wine, in many respects, than it is to spirits.” It can be drunk straight, in a wineglass, on the rocks or in a dazzling array of cocktails.

Vermouth’s defining botanical is wormwood. (The name “vermouth” may have come from wermut, the German word for wormwood.) While some countries require the inclusion of at least a little wormwood in order for something to be called “vermouth,” most producers don’t use much. And some, particularly those in the New World, avoid wormwood entirely. Other common botanicals include gentian, cinchona, rhubarb, cinnamon and citrus, and the number of botanicals in vermouth can range from a mere handful to more than 50.

There’s evidence that fortified and aromatized wine, some of which included wormwood, was produced across the ancient world, from China to Greece and beyond. Wine was commonly fortified for preservation, and botanicals were often added for purported medicinal benefits. While doctors today are unlikely to espouse vermouth as a cure-all, its appetite-stimulating properties give it a starring role in aperitivo hours across the globe.

Sweet

Sweet vermouths deliver complexity of flavor—from bitter to nutty, piney to fruity—that few beverages can match.

Navazos Palazzi

Spain | $32 | 17.5% ABV
A collaboration between the boutique Sherry négociant Equipo Navazos and the importer Nicolas Palazzi, this standout boasts a base of oloroso Sherry aged five years in oak. Red currant, pumpkin pie spices, Mexican chocolate, salted nougat.

Imbibe Magazine: 13 to Try: Vermouths

NAVAZOS-PALAZZI VERMUT ROJO

Some of the most lusciously drinkable vermouths these days are coming from Spain. And this arresting rojo proves that sippable doesn’t mean simplistic. Hailing from Jerez, this oloroso-based vermouth from wine and sherry negociant Equipo Navazos and self-described “provider of geeky spirits” importer PM Spirits is as sultry and elaborate as they come. It features a texture so robust it’s almost chewy and a skillfully stacked set of floral botanicals and spice that rings every aromatic bell. Pour it over ice to taste its flavors slowly unfurl. Or mix it into a mezcal Negroni if you want to blow the roof off the place. $34.96, astorwines.com

Wine Enthusiast: Why Spanish Brandy Needs a Rebrand

There are many garish bottles on liquor store shelves, but none do more peacocking than Brandy de Jerez. Surely, you’ve noticed the bottles I’m talking about—even if, like most people, you’ve never bought one. Most Spanish brandies boast crimson or gold labels. One dons a pretty ribbon, while a rival sports an intricate faux-gilded pattern. Some are affixed with regal wax seals, while others announce their presence in fancy Renaissance-Faire-ish fonts. Then there are the courtly names themselves: Carlos I, Cardenal Mendoza, Gran Duque d’Alba.

“Subtlety isn’t the middle name of Jerez’s brandy men,” once wrote spirits critic F. Paul Pacult in his encyclopedic guide, Kindred Spirits.

In the past, I’ve described Brandy de Jerez as that buddy who tries just a bit too hard—the one with the flashy watch, the giant belt buckle, the ridiculous gold chain or too much cologne. Sometimes, when I open a bottle, I feel as though I should be wearing a ruffled collar, like a courtier of Philip IV. Regardless, I happen to enjoy Brandy de Jerez. I believe, for instance, that it works better in many classic brandy cocktails than Cognac. But I often feel like the odd one out with this opinion.

My big takeaway? Spanish brandy is in desperate need of a rebrand, and there has mercifully been a small movement toward change in the right direction. But before I get into the signs of hope for Spanish brandy, it’s important to consider the larger state of affairs.

Last year, François Monti, a drinks writer based in Madrid, called out Spanish brandy in his industry newsletter, Jaibol. The rant was prompted by Monti’s outrage over a historic Brandy de Jerez brand’s attempt to reinvent itself as a drink to be mixed with Coca-Cola. Brandy de Jerez, Monti writes, is an appellation “not very clear about where it is going.”

It remains a fact that fewer and fewer people drink Brandy de Jerez. Since 2008, total sales have dropped from 45 million liters to around nine million liters, with consumption dropping 30 percent between 2012 and 2016 alone. During the last decade, exports fell an additional 15%, and things continue to trend downward. Spanish brandy’s largest export markets are now the Philippines and Equatorial Guinea—the latter consuming six times more Brandy de Jerez than the U.S.

Why is this? In his newsletter, Monti minces no words. “Brandy de Jerez does not stand for the quality of its raw material,” he writes. Terroir also means little: “It is very complicated to talk about the terroir of Brandy de Jerez… the vast majority of the raw material comes from outside the [Sherry] triangle,” the historic region bounded by the city of Jerez on the east and to the northwest and southwest respectively, the ports of Sanlúcar de Barrameda and El Puerto de Santa Maria.

It’s hard to say what terroir (or transparency) even means for Brandy de Jerez. The name itself invokes the city in Andalucía that’s famous for Sherry. But the grape mostly used for the brandy is not Palomino (as with Sherry) but Airen, an insipid neutral grape said to be the most planted in the world, grown mostly on agribusiness vineyards in La Mancha. Most of the brandy is distilled outside of the Sherry triangle, what the regulatory council calls the “processing zone,” before it comes to age in the vast solera cellars back in Jerez. By law, Brandy de Jerez must age in Sherry barrels, but there’s little differentiation between brands.

Then there are Spanish brandy’s elevated sugar levels: Up to 35 grams of sugar per liter is allowed. This sweetness goes against the current consumer demands for drier spirits.

Finally, Monti called out the dated, stodgy brand image:

“Emperors, cardinals, aristocrats, great battles of Catholicism: the names and image of some of the brands are an obstacle for a more modern consumer. Carlos I, a brand that has made a great effort to modernize its image and that has a clear strategy of going towards the premium segment, still mentions on its website ‘Spirit of Conquest.’ ¡Ay!”

It adds up to a spirit that the younger generation in Spain sees as hopelessly old-fashioned, the drink of their grandfathers—with a cringe-y legacy of being cosa de hombres (“a man thing”) as this television ad for Soberano from the 1960s suggests. (Even darker was this horrible ad.)

All of this is a shame. I have been a big advocate for Spanish brandy over the years. Back in 2015, Monti and I actually presented a panel on the spirit at Tales of the Cocktail. Even then, we spoke about the same challenges that Brandy de Jerez faces today, which tells you how little has changed in the past eight years.

At the time, we implored brands to re-evaluate the high sugar content and additives in a world that wants products that are dry and additive free. We bemoaned the low level of alcohol by volume. Most of it is imported into the U.S. at just 40%, but much of what’s sold in Spain and elsewhere falls below even that, down to 36% abv. We even wore ruffled collars to underscore silliness and outdatedness of the category’s imagery.

In Monti’s article, the last straw for him was the suggestion of combining brandy with Coca-Cola, pushed by one big brand’s marketing department. He pointed out a similarly misguided marketing attempt a decade ago by the producers of Calvados, a similarly troubled spirit, who tried to push something called the Calvados Tonic. In France, Calvados Tonic was an unmitigated failure as a marketing campaign. The Spanish-brandy-and-cola, I believe, will meet the same fate. “One of the most uncomfortable truths in the spirits industry is that hardly any recent trends have been created by brands,” Monti notes.

The real challenge for Brandy de Jerez is to understand what premium spirits drinkers really want. But there are signs of hope in a growing number of smaller producers who are more transparent about origin and aging.

Among them is a project by Sherry negociant Equipo Navazos, which has partnered with importer Nicolas Palazzi of PM Spirits to release a series of single-cask brandies, all without additives and bottled at cask strength.

On several occasions, I’ve tasted these brandies from the barrel with Eduardo Oreja of Equipo Navazos. These are racy, elegant, dry brandies that still retain the rich, dried fruit and full-bodied characteristics of classic Brandy de Jerez. This is revolutionary stuff.

“I had always associated Spanish brandy with some subpar version of Henny VS, some dark syrupy crap that makes the floor sticky if you drop some,” says Palazzi. That was before he tasted Equipo Navazos’ casks. “My mind was blown. I realized that at its core the additive-free product can be magnificent.”

I love the Navazos Palazzi 7-year-old aged in amontillado cask. This unique brandy was made from 100% Pardina (an obscure grape I didn’t know) and bottled at cask strength, 42.5% abv. You can find it here and here for $80. There are also still a few rare bottles of the stunning Navazos Palazzi fino Sherry cask floating around (such as here), also for around $80. For a premium brandy, something like this under $100 is well worth grabbing.

Navazos Palazzi’s most recent brandy release is aged in Pedro Ximenéz casks (bottled at 43% abv) is delicious, rounder and darker than the amontillado or fino casks. Though the cask is part of a classic solera, the average age of the brandy is at least 35 years old. It’s slightly pricier, at around $130 per bottle.

While those single-cask selections may represent the zenith of Brandy de Jerez production, I still also recommend checking out a few of the classic expressions for comparison. I’ve always liked Lepanto Solera Gran Reserva, which at under $50 is a very good value, and relatively easy to find. Instead of Airen, Lepanto uses the same Palomino grape from which Sherry is made. The result is a brighter, nuttier and more complex brandy than most in the category.

And if I ever want to remind myself what old-school Spanish brandy is like (complete with garish label and packaging) I go for the Gran Duque d’Alba. The Duke brings all that big sweet, ripe, creamy, molasses flavor, though you can still feel the attractive notes of the Sherry cask. For $40, it’s a solid cocktail pour.

Mix it in the classic brandy cocktails we talked about a few weeks ago and see for yourself. My personal favorite is a drink I call the Little Madrid (recipe below). With all apologies to my colleague Monti in Madrid, you might also even enjoy it with a Coca-Cola.

Everyday Drinking: Is Armagnac The New Bourbon? Or Is It The New Mezcal?

An exercise in reading beyond the headline. Plus, my picks and tasting notes on 16 bottles for your holiday splurge.

People often ask me, “What’s the difference between Cognac and Armagnac?” (Yes, I exist in incredibly nerdy spaces). To be honest, there as many similarities as differences. They’re both brandies made from grapes, often the same grapes. They’re both made in southwest France, less than three hours drive from one another. At the top end, they’re both expensive. But there are key differences, both technical and cultural. Below, I’ve posted my Armagnac 101.

More than anything, Cognac is bigger than Armagnac. Much bigger. Cognac represents a $4 billion market global market, with 225 million bottles sold each year. Meanwhile, Armagnac sells around 5 million bottles in a year. That means you don’t have huge multinational players like Hennessy or Rémy Martin in Armagnac. Instead, it’s mostly smaller family estates. Most don’t even own stills, but rely on itinerant distillers going from house to house after harvest and fermentation. There simply isn’t as much Armagnac in the world.

That scarcity and local grassroots production is why people often make this analogy: Armagnac is to Cognac what mezcal is to tequila. In the craft spirits world—where mezcal has cool, trendy, insider buzz—that’s not a bad place for Armagnac to be.

That seems to be what some in the industry are banking on. For instance, in late 2021, the venerable brand Marquis de Montesquiou, one of Armagnac’s largest producers, was bought from Pernot Ricard by Alexander Stein, the entrepreneur who created Monkey 47 Gin—which Stein had previously sold to Pernod Ricard. “He thinks Armagnac is the new mezcal,” said Jean-Francois Bonnete, the president of BCI, which imports Marquis de Montesquiou. It will be interesting to see how the brand, which has slipped in quality, will evolve under Stein.

Meanwhile, Stein isn’t the only industry bigwig who’s invested in the region. And a some of the other players don’t see Armagnac as the new mezcal. Rather, they’re banking on it being the new bourbon.

A few years ago, Raj Bhakta, one of the founders of Whistle Pig whiskey, bought the entire stock of a traditional Armagnac house, Ryst Dupeyron. In 2021, Bhakta told me that he’d “transferred the majority of it to Vermont,” where it would be finished in Islay whisky barrels. He released the blends a barrel at a time. “Technically it is Armagnac, but I’m not calling it Armagnac,” Bhakta told me at the time. Still, all of his promotional material clearly mentions Armagnac as the spirit’s place of origin.

Bkakta is clearly trying to appeal to a certain kind of American whiskey drinker, to blow them away with a 50-year age statement on the label. “The American whiskey drinking is dying for something new. He just doesn’t know it yet,” he told me in 2021. But Bkakta made clear he has little intention of educating his bourbon bros on Armagnac when he declared: “Armagnac just doesn’t have much brand value.” I mean, that’s some serious hubris there. But I guess it’s no less arrogrant than taking something a family aged for five decades in the French countryside and sticking in a Islay whiskey barrel for a few months to, ahem, “finish” it.

I’ve written before about this whiskey-fication of Armagnac. I’m very clearly on the record as saying this is not a good thing.

Nicolas Palazzi of PM Spirits, which imports a number of top Armagnacs, summed up the current market like this:

“There’s more Armagnac being sold, but it’s a very specific kind of Armagnac sold to a specific kind of buyer. We’re talking about Armagnac that’s very extracted, heavier on the wood, more powerful, more vanilla. So it’s not very different than the whiskey that people are drinking. We’re selling a lot less classical Armagnac.”

In other words: Armagnac that tastes like bourbon. Still the big question for Armagnac in the U.S. is whether or not whiskey drinkers—tired of ridiculous bourbon prices—will embrace brandies they likely can’t pronounce.

When I think and talk about Armagnac, I am a million miles away from the whiskey market. Gascony is a rustic, agricultural place of small towns that’s famous (or infamous) for the ducks and geese raised for foie gras (more than once been I’ve been served a “salad” in Gascony that was literally all meat). I posted recently about my pilgrimage to some revered small estates. Armagnac is a fragile place, and there is legitimate worry about whether it can handle becoming the new bourbon or the new mezcal.

We love the allure of drinking from decades-old barrels that a négociant—a treasure hunter—has discovered and procured from an elderly grower, or a widow. But those barrels often represent the end of a multi-generational wine-growing family. The numbers don’t lie: In 50 years, the total vineyard area of Armagnac has shrunk from 10,000 to 2,000 hectares. “This tradition is dying,” says Lili de Montal, at Château Arton, with around 40 hectares in Haut-Armagnac. “It’s not an overstatement to say it’s a disaster.”

A few weeks ago, I went to a tasting of Château de Laubade in New York, hosted by Denis Lesgourgues, whose family has run the estate for three generations. It was a small group, mostly people from the trade, and I thought Lesgourgues’ presentation was a good model for how Armagnac might move forward into an uncharted market.

Among the samples, we tasted an experimental bottling made from the rare plant de graisse grape, as well as Laubade’s new 21-year-old expression. That age statement is itself not common. “You don’t see a lot of age statements in Armagnac,” Lesgourgues said, adding: “We’ve been thinking about whiskey drinkers. The price of 21-year-old whiskey is very high. So we feel this is a chance for whiskey drinkers to try a 21-year-old Armagnac.”

I’ve known Lesgourgues for about a decade, and back in 2021, he and I had a disagreement over a Armagnac he released that was finished in Bardstown bourbon barrels. His new 21-year-old feels like a much better approach to meet the whiskey drinker with an Armagnac that’s still got the classic profile. (I recommend it below in my bottle picks).

After the tasting, everyone in attendance split into groups and we blended our own Armagnac from the 2008 vintage from aged samples of four specific grapes: ugni blanc, baco, colombard, and plant de graisse. Besides being fun (my team of course made the best blend; I got an embossed certificate!) the exercise focused attention on the raw ingredients, the grapes and the wine. It drove home to the people in attendance just how different Armagnac is from nearly any other spirit.

Barrel Hunting in Cognac: Unearthing Hidden Treasures in Dusty Old Cellars

There’s a popular vision of Cognac that’s all blinged out and dripping: crystal decanters, tasting rooms that look like jewelry stores and five-figure bottlings. This image is dominated by a handful of huge brands everyone recognizes: Hennessy, Martell, Rémy Martin and Courvoisier—the so-called Big Four, which sell nearly 90% of the Cognac consumed worldwide, according to the International Wines and Spirits Record. But there is another side of Cognac, too. One that’s based more on the gritty agricultural reality of the region.

I saw it on a cold, gray day last winter at an unassuming farm in the small village of Verrières. This was probably the last place I’d expect to find pricey Cognac, but I was on a barrel hunt with Guilhem Grosperrin, among the new wave of négociants whose limited-edition releases are quickly becoming the most coveted bottles in Cognac. We visited one of the 150 small producers in his network, where Grosperrin crawls around old cellars looking for rare brandies.

When we arrived at the farm, four barking dogs rushed out to us, followed by a ruddy-faced septuagenarian who was still dressed from his boar hunt earlier in the day. Cognac is a secretive, rivalrous place and I was introduced to the man in hunting attire as only Marcel, no last name. Marcel eyed me suspiciously, then asked, “Well, does he like to drink?” Grosperrin chuckled and told Marcel that, yes, I liked to drink very much. With the ice broken, we stepped into his dark, dusty cellar to taste from his barrels, which had been aging since as early as the 1980s. “Sorry it’s dirty in here. I haven’t distilled since 2012,” Marcel said.

The nonstop luxury messaging from the Big Four makes people forget Cognac’s origin as wine. We sipped liquid from Marcel’s barrels that had begun as grapes in the family’s 10-hectare vineyard, which he picked, pressed, fermented and distilled. It’s a similar story for the roughly 4,300 winegrowers in Cognac, most of whom grow less than 20 hectares specifically for Cognac production. During his career, Marcel sold most of his stock to one Big Four house or another. But he always saved a few special barrels for himself. “What they keep is for pleasure, or patrimony, or as souvenirs, or for reasons that are not necessarily logical,” Grosperrin told me.

By age eight, Marcel was able to light the still, which he did in the morning while his father tended to the cows. Marcel remembers a wealthy neighbor who’d been a prisoner of war in Germany during World War II. That man wrote to his family from prison: “Cut down all the trees if you have to, but don’t stop distilling. Distill, distill, distill.” After the war, this guy’s cellar was full, and he became rich. Meanwhile, Marcel’s family had to rebuild its stocks. “The value of money is just in your head,” he said. “But the value of Cognac is solid, and you don’t lose it.”

To whiskey drinkers, single-cask offerings may seem like old hat. But it’s a relatively new phenomenon in brandy. Cognac is actually following a model that’s already been successful for Armagnac. Single-barrel Armagnac from négociants like L’Encantada are catching the fancy of American whiskey connoisseurs tired of paying whiskey prices. The problem in Armagnac is that the existing stock of barrels is small and shrinking.

That offers an opportunity for Cognac, where there is seemingly endless stock. Though, as Grosperrin points out, “It’s much more complicated to buy a cask here than in Armagnac. In Cognac, the producers are richer, and they don’t need small independent bottlers. They have contracts with the big houses.”

It’s still the early stages for the single-barrel Cognac revolution, and we’re just beginning to see these bottles in the U.S. La Maison du Whiskey’s “Through the Grapevine” series was one of the first to appear. PM Spirits has done several limited-edition bottlings, and this year has released rare single-cask offerings from renowned producers Frapin and Remi Landier. Last spring, Grosperrin released bottlings in the U.S. for the first time in several years. Importer Heavenly Spirits has released two single-barrel bottlings from the famed estate Jean Fillioux. Vallein-Tercinier and Jean-Luc Pasquet have plans to bring more of their single-cask offerings into the States.

To be clear, at the moment, single-barrel Cognac is still the domain of aficionados, with prices running more than $200 per bottle. But they’re still a fraction of something like Rémy Martin Louis XIII or Hennessy Paradis Imperial (both more than $3,000). Much of the price of those blingy brand names is wrapped up in specially designed decanters. The new wave of single-barrel offerings is something rarer and scarcer. “This is for people who want the unexpected. It’s a different philosophy. It’s outside of the current market,” said Vingtier.

Good vermouth makes a great aperitif, fueling a delightful transitional moment before a meal.

Navazos Palazzi Vermut Rojo Jerez de la Frontera, 17.5 percent

This excellent vermouth is a collaboration between Equipo Navazos, a boutique sherry négociant that has been instrumental in the revival of sherry over the last 20 years, and Nicolas Palazzi of PM Spirits, which imports small batches of extraordinary spirits. The stamp of oloroso is clear on this lightly sweet blend. It is infused with spices and herbs to create a mellow, complex vermouth that refreshes as well as intrigues.

…PM Spirits, which imports small batches of extraordinary spirits.

SPIRITS: THE TIP OF THE ICEBERG

BY ANTONIO GALLONI | DECEMBER 08, 2022

It all started innocently enough. Over the last few years, I have seen a marked increase in spirits made by winemakers. I thought it would be fun to taste them and write them all up. That was the genesis for this report. But then more and more samples arrived, and before I knew it, the article had morphed into a broad survey of spirits of all kinds. This article is clearly not comprehensive to any one category, but rather intended as a collection of spirits I think Vinous readers will enjoy.

As I started tasting through these spirits, I wondered if my approach to tasting wine and Champagne would be applicable, or if instead, I needed an entirely new methodology for looking at quality. I asked myself if there are really marked differences between several raspberry eaux de vie, for example. It turns out spirits can absolutely be assessed for aromatics, fruit, texture, finish and a number of criteria used in evaluating wine. If anything, the alcohol in most categories acts as an amplifier of those qualities and also accentuates both strengths and flaws. And yes, raspberry eaux de vie can be very different.

Where possible I have indicated lot numbers, although these aren’t always available in the world of spirits. I would like to see that change so consumers can know they are buying the same product I tasted and reviewed. In this regard, parts of the spirits world share some basic principles with other beverages such as NV Champagne, but also soft drinks and beer, where the goal is to create a ‘consistent’ product from year to year. There are virtues in that, and it is a skill, but I believe small batch bottlings that are differentiated are far more interesting, certainly far more interesting for the inquisitive reader looking for something that is truly distinctive. For now, I have relaxed the rule I have for NV Champagne where I only review bottlings that have a base vintage or disgorgement date listed.

But that does make me wonder what the future is for craft spirits. About a decade ago, I sat in the Krug tasting room with then-CEO Margareth Henriquez and Olivier Krug and explained that I would not review their Grande Cuvée because there was no way to ensure the batch I tasted was the same wine in the market. I suggested adding a base vintage or disgorgement date, which would differentiate releases, make each release special, and then, in time create opportunities for thematic tastings and/or special packaging, like mixed cases. “Our customers have no interest in this information,” was the reply.

Readers might find this hard to believe, but at the time, the Grand Cuvée struggled mightily in the market. It did not sell. And this was not that long ago. For a time, the half bottles were dumped in elite New York City restaurants (likely elsewhere too), where they were sold for next to nothing. Then, Krug began experimenting with thematic names for each release, before settling on the Edition system. A stroke of genius. Guess what happened? For the first time ever, Grande Cuvée became an allocated wine. All sorts of comparative tastings emerged, as did boxed sets that offer a combination of releases.

To be sure, spirits are different. Many are made in tiny quantities and on a far smaller scale than wine or Champagne. Unlike wine, bottles are opened and often enjoyed over a period of time, so comparative tastings are less the norm. Even so, I would like to see better and more consumer-friendly labeling. There is a possible parallel with the world of grower Champagne, where an increasing number of producers detail varietal breakdown and the exact source of their fruit. Why would that not be applicable to a fine source of pears or raspberries for eau de vie, or a specific breakdown of lots in a Cognac? All information like that does is create greater consumer interest.

I tasted the spirits in this report in November and December 2022.

The Eau de Vie Damson Plum from Capreolus is laced with hints of dried fruit, crushed flowers, herbs, mint and red stone fruit. Exotic and nuanced the Plum Brandy is exquisite. It is an especially floral, savory plum spirit. This fruit was sourced in Vale of Evesham, This is bottle 118 of 336.

The Eau de Vie Raspberry melds together plenty of fruit character, but in a serious, almost imposing style. This is not an easygoing spirit at all. Then again, approximately 75 pounds of fruit yield one liter of eau de vie. Sweet floral and herbal accents add lift. There is a bit of angularity and that leaves the Raspberry feeling a bit tense next to the other eaux de vie in the range. This is bottle 257 of 301.

The Eau de Vie Quince is floral, lifted and also very refined on the palate. A spirit of understatement and class, the Quince is soft-spoken, with impeccable balance, fine length and tons of sheer appeal. Dried floral and herbal notes resonate on the finish, but it is the overall balance I am most drawn to here. This is bottle 48 of 116.

The Eau de Vie Poire Williams (100% Bartlett Pear) from Cazottes is fabulous. Creamy and textured, the Poire Williams soars out of the glass with stunning aromatic complexity. Soft contours add raciness to this decidedly polished, exuberant eau di vie. The style is one of sublime refinement and class - perhaps too much for some palates - but all the elements are so well balanced. This release is a total knockout.

The Eau de Vie Reine Claude Doreé (100% Greengage Plum) is a wild, exotic eau de vie. The aromatics alone are crazy. A whole range of floral and savory top notes give the Reine Claude Dorée its distinctive personality. Fruit is more in the background in this captivating spirit from Laurent Cazottes. The bright, clean finish is a thing of beauty.

The Haut-Armagnac La Réserve is very pretty, aromatic and lifted. What this young Haut-Armagnac lacks in age it more than makes up for with its exquisite balance and finesse. There are no hard edges whatsoever. Sweet spice, leather and floral notes give the Réserve notable aromatic presence to match its mid-weight personality. La Réserve is a blend of young Ugni Blanc and Colombard, usually about six years old, aged in 100% new French oak and bottled at 45% abv.

The 2011 Haut-Armagnac La Flamme (Ugni Blanc, Colombard) is a blend of single barrels bottled at full proof. Rich and explosive, La Flamme is a heady, exotic Haut-Armagnac that delivers the goods big time. Here, too, the balance is exquisite, especially for a spirit that is a little more than a decade old. Light caramel, spice, herb, maraschino cherry and toast notes build into the pure, persistent finish. This is a terrific showing. Abv is 50.5%.

The 1994 Brut de Fût is a single cask blend of 65% Ugni Blanc and 35% Colombard bottled at cask strength, unfiltered and with no additives. Gently mellowed by time, the 1994 is a wonderfully expressive Armagnac. Soft contours wrap around a gentle core of macerated cherry, spice, leather, dried herbs and light caramel notes. This is all understatement and elegance. I very much admire the precision here. Spring frost and a dry summer yielded a small crop of ripe grapes. The 1994 spent a total of 27 years in wood.

The Cognac Grand Champagne Chai Paradis Très Vieille Réserve is a single cask bottling from Frapin's Paradis cellar. Hints of smoke, caramel, dried flowers, leather and orange peel lend notable aromatic presence. A Cognac of understatement and finesse, the Très Vieille Réserve is wonderfully expressive right out of the gate. Abv is 42.8%.

The Eau de Vie de Cidre Double Zero is gorgeous. It was made from more than thirty varieties of apples, blending bitter, bittersweet, sweet and sweet varieties. Fruit is harvested, then cellared for a few months to concentrate the flavors, before fermentation and distillation begin. Laser-like in its focus, with gorgeous aromatics, this eau de vie is seriously impressive. A glass will provide pleasure to both the hedonistic and intellectual senses. This is L.20.

The Rhum Agricole Organic is a powerful spirit that makes its full-proof felt. Flavors and textures are dialed up to eleven. Hints of lime, ginger and spice add complexity to this intense, wonderfully complex rum. Although a bit of a splurge, I would be thrilled to have it on my bar for cocktails. The Organic is made from hand-harvested sugar cane, distilled in copper creole stills and bottled at 71.2% abv

The Rhum Agricole Les Mangles is a single parcel, single cane rum. Rich and explosive in feel, the Mangles possesses tremendous depth right out of the gate. Dried flowers, leather, earthiness, herbs and a touch of mint add striking complexity, but more than anything, the Mangles is a rum of textural density. Pretty floral and spice accents round out the finish. It's another intense, full-bodied rum from Père Labat, bottled at 70.7% abv.

The 2009 Single Barrel Fut is a tiny bottling of 12-year-old Rhum Agricole aged in a bourbon barrel. Soft and delicate, with striking complexity, the 2009 is lights out. Maraschino cherry, spice, dried flowers, orange peel, leather, cedar, chocolate and sweet toasted oak lend tons of aromatic and flavor complexity. The 2009 is outstanding, but readers have to expect a rum with a pretty strong oak imprint. Time in wood does seem to attenuate the power found in Père Labat's young Rhum Agricole. The 2009 Single Barrel was bottled at 61% abv. I loved it.

The Armagnac Les Carré des Fantômes is a single parcel field-blend bottling of Plant de Graisse, Mauzac Blanc, Meslier St François, Jurançon Blanc, Mauzac Rosé and Clairette de Gascogne, six nearly extinct varieties. It is an especially airy, floral and savory style of Armagnac, maybe a bit classically austere in profile, but also incredibly intriguing. Light in color, with slightly nutty, oxidative overtones, the Carré des Fantômes is an absolutely gorgeous spirit. It is a beautiful, eccentric Armagnac that requires an inquisitive palate to fully appreciate. Batch 08.

The 1990 Single Cask Armagnac is a fabulous choice for readers looking for an Armagnac with the gentle, burnished character that only comes from long maturation in cask. Soft and engaging, the 1990 is an absolute delight. Scents of dried figs, spice, caramel, crushed herbs, leather, barrel toastiness and dried flowers are all woven together. No topping during aging results in a spirit with gorgeous complexity that develops in a very gradual oxidation that has taken place over more than thirty years. Lovely.

The 2006 Calvados Single Cask was distilled from a mix of more than 40 varieties of apples and spent 15 years in French oak prior to being bottled at cask strength. It offers a gorgeous combination of bright fruit and the more complex notes conferred by aging in barrel, all with the softness achieved with time. Gentle smoke, spice, leather, orange peel and dried flowers all grace this exquisite, wonderfully complex, delicate Calvados.

The Armagnac XO from L'Encantada is a blend of eight barrels spanning vintages 2006 to 1986 from five different domaines. It marries the power of Armagnac with notable elegance and tons of finesse. A spirit with no hard edges and fabulous balance, the XO is magnificent. Fruit, floral, spice, dried fruit, caramel and subtle oak notes are all beautifully woven together. The XO is a fabulous introduction to a range mostly composed of single barrel offerings. The purity here is just superb. This is bottled at cask strength, so there is plenty of intensity, yet this lies on the more refined side of Armagnac.

The Corn Whisky Bota NO 2021 is a single barrel bottling made from 100% Spanish corn from the joint venture between Equipo Navazos and importer Nicolas Palazzi. It was aged for 15 years in an Oloroso Sherry cask, with no topping (hence the designation 'NO') and bottled at full proof. A powerful, explosive spirit, the Corn Whisky is packed with scents of scorched earth, game, leather and earthiness. There's not a lot of subtlety here, but I doubt that is the point. Bottled in 2021.

The Cognac Hommage a Yves & Jean-Noel Pelletan is a tiny blend comprised of one barrel of 1965 and a few demijohns going back to 1925. It is the last bottling from Palazzi's days of buying and blending Cognacs under his own label. Quite potent in the glass, the Hommage is a bit rustic, but also incredibly authentic in feel. The explosive power is palpable. It's a Cognac for readers who appreciate structure and body more than restraint. The Hommage was bottled at cask strength and dedicated to master coopers Yves and Jean-Noel Pelletan.

The Eau de Vie Gravenstein Apple is packed with fruit flavor, spice and strong dried white notes. There's wonderful savoriness and tartness to balance some of that fruity character, along with tons of depth and what comes across as strong skin character. This is one of four eau de vies in Rochelt's gift box set.

The Eau de Vie Morello Cherry is one of my favorite eau de vies in this collection. Creamy and expansive, the Morello is all finesse. Crushed red-fleshed fruit, spice, sweet floral accents and a kick of warmth all come together in a spirit that is impeccably balanced from start to finish. The depth and explosive complexity here are off the charts. This is one of four eau de vies in Rochelt's gift box set.

Rochelt's Eau de Vie Wachau Apricot is ridiculously great. Intensely aromatic, Wachau with almost tropical overtones, the Apricot is so expressive from the very first taste. Yellow orchard fruit, ginger and soaring aromatics stain the palate. It's an eau de vie that deeply satisfies both the hedonistic and intellectual senses. I will remember tasting it for a very, very long time. What a knockout. This is one of four eau de vies in Rochelt's gift box set.

The Eau de Vie Quince starts off quite subtle and then explodes through the mid-palate and into the finish. Strong mineral and earthy undertones give the Quince uncommon complexity to play off fruit flavors. Deep and expansive, with tons of character, the Quince is wonderfully complete, but also quite imposing. There's a ton of power and substance here, with an almost phenolic quality that lingers on the finish. This is one of four eau de vies in Rochelt's gift box set.

The Eau de Vie Mirabelle Plum was distilled in 2009, and then aged in glass balloons, in the classic Rochelt style. It is wild, penetrating and full of character. The feeling here is one of focus and length, more than the body found in some of the other eau de vies in this collection. Sweet floral and savory notes continually open in a spirit of uncommon finesse and nuance. The Mirabelle hovers on the palate with wonderful elegance. What a knockout.

94 POINTS Navazos Palazzi Pedro Ximenez Single Cask Brandy

This is a brandy de Jerez aged in oloroso casks, then finished three years in very old sweet Pedro Ximenez casks. The end result is an extraordinarily complex sipper that almost reads like a cocktail. The deep brown hue and bold dried fig aromas signal richness. While the first sips mingle toffee, maple, dried fruit, the finish is surprisingly dry and brisk, showing walnut skin, a hint of grapefruit peel, and cinnamon and cayenne glow. Bottled at cask strength, plan to add water or ice to mellow the appropriately fiery edge. Limited edition: 720 bottles produced. - KARA NEWMAN 

BRANDY - From Cognac to California, the historic spirit’s influence runs deep.

JUICY FRUIT

From vineyard or orchard to bottle and bar, brandy’s influence runs deep.

Cognac, Armagnac, applejack, schnapps—in whichever form brandy is found, these spirits made from fruit have no parallel in the glass. While whisk(e)y, tequila, and rum get lots of love these days (deservedly so) from cocktail lovers and spirits drinkers, brandy is evolving and emerging on its own terms, slowly building a fan base to take this timeless spirit into the future.

We’re taking a closer look at today’s world of brandy—the ways it’s made and appreciated around the world, the details behind its complex production, and the reasons it should be the next bottle you reach for when cocktail hour rolls around.

Nicolas Palazzi

Bordeaux-born and Brooklyn based, Palazzi is the importer behind PM Spirits, specializing in independent spirits such as L’Encantada Armagnac, Cognac Frapin, and Cobrafire eau-de-vie de raisin.

“Something that’s really cool is when you’re in a brandy cellar, with 50, 60, 100 casks in front of you; even if they’re from the same batch of distillation, every cask is its own world. You could taste 15 casks distilled the same day, and you’ll find tremendous differences between them—whereas something like bourbon would be very consistent. There’s so much aroma and flavor profile available in brandy. If someone thinks Cognac is just one thing and it’s boring or they don’t like it, I assure you, I can find a single-cask Cognac that’ll blow your socks off. It’s a world that deserves to be discovered, for sure.”

Navazos Palazzi Malt Whiskey Cask Strength [Palo Cortado Single Cask] Review

The Whiskey Tribe review of Navazos Palazzi Malt Whiskey (Palo Cortado). Spanish malt finished in a unique and rare style of Sherry cask.

Commanders and Cocktails!

Welcome to COMMANDERS AND COCKTAILS!

Some folks know that before I was able to work full time in comics, I worked in a variety of jobs in the wine and spirits field. And the final one of those was for my good friend Nicolas Palazzi’s PM Spirits. Just COMMANDER IN CRISIS, PM works its ass off to be unique, to create trends rather than follow them, and offer craftsmanship and creativity in a field that has, at times, been known to stagnate. I wouldn’t be where I am, writing this, without the support of friends and employers like Nicolas.

So, I thought it would be fun to turn the tables and feature him and his crew below, offering some in-universe cocktail recipes to honor the heroes of the Crisis Command. In the paraphrased words of a greater power, when I left PM I was but the learner. Now, I am the master (well, or closer to it)! And either way, I’m happy to return the support with a feature here, and invite creatives from other fields into the world of the Crisis Command.

STEVE ORLANDO

Commanders in Crisis, Vol. 2

PRIZEFIGHTER

2oz Navazos Palazzi Malt or Corn Whisky
0.75oz La Quintinye Rouge Vermouth
0.5oz cherry liqueur
2 dashes Angostura Bitters
Barspoon Absinthe

Instructions:

Build in rocks glass over ice and stir briefly. Garnish with burnt blood orange peel.

SEER

2.5oz Neta Espadin Destilado de Agave
0.5oz La Quintinye Dry
Barspoon of olive brine
Pinch of salt

Instructions:

Build in mixing glass over ice and stir until cold. Strain into chilled cocktail glass and garnish with 3 green olives on a pick.

SAWBONES

2oz Père Labat Rhum Blanc 59%abv
4 dashes Peychaud’s Bitters
Sparkling mineral water

Instructions:

Pour Rhum into highball glass over ice. Stir briefly to chill. Top with sparkling water and bitters. Stir once again to combine. Serve without garnish. or Neat pour of Jacky Navarre Cravache d’Or Cognac

ORIGINATOR

1oz Nouaison Gin by G’Vine
0.75oz lemon juice
0.5oz Laurent Cazottes Folle Noire
0.5oz simple syrup
2oz sparkling wine

Instructions:

Build all ingredients except sparkling wine in a shaker and shake lightly to combine. Add sparkling wine to the shaker and strain into chilled cocktail glass. Garnish with a spring of fresh lavender.

FRONTIER

2oz Père Labat Rhum Blanc 40% or 59% abv - Choose your strength
0.5oz Laurent Cazottes 72 Tomatoes

Instructions:

Build in mixing glass over ice and stir until cold. Strain into chilled cocktail glass and garnish with freshly ground black pepper.

COCKTAIL CREDITS: David Yi-Hsian Dong and Nicolas Palazzi of PM Spirits.

Unicorns in the Making: Grab These Collectible Spirits While You Still Can

It’s not hard to think these gorgeous orange-waxed bottles might soon become, cough, the Pappy of Armagnac.

Just as the unicorn is a mythical creature, the often bandied-about stuff of legends, its mesmerizing beauty frequently discussed but rarely seen, so too are many of the most famous bottles in the bourbon world today. Unlike that spiral-horned equine, however, there was a time these whiskey unicorns actually appeared “in the wild”— in other words, on store shelves — before hunters started taking them out.

L’Encantada Armagnac

While single barrels were generally disqualified from this exercise, this bottler only releases single barrels from a variety of tiny Armagnac estates like Lous Pibous and Le Frêche (with the exception of its excellent XO Armagnac, a blend of barrels usually limited to around 2,000 bottles). If bourbon drinkers are seemingly willing to spend any amount of money on whiskey, the same is not quite true for brandy, even if it’s older, rarer, and assuredly more delicious. (Taste hardly matters for unicorn status — sad but true.) But the tide is slowly turning and two- and sometimes three-decades-aged releases from L’Encantada that used to sell for under $100 and used to linger on shelves for months, are now going for two to three times that and lasting mere weeks in some cases. It’s not hard to think these gorgeous orange-waxed bottles might soon become, cough, the Pappy of Armagnac.

Geeky Cocktails: Meet the Man Behind the Artisanal Spirits Movement

Geeky Cocktails: Meet the Man Behind the Artisanal Spirits Movement

When Nicolas Palazzi quit his day job as a chemical engineer in 2008, the spirits world got a little more interesting. The French native had moved to New York City to manage a medical research lab, but brought with him a curiously intense affinity for rare-cask Cognac. Dismayed by the lack of like-minded, handcrafted products on the market in the U.S.—where the spirits scene was still largely focused on big-name brands despite a booming, more intelligent cocktail culture—he set out to learn the business from the ground up. He officially launched his import company, PM Spirits, in early 2011 with just two independent Cognac producers (Paul Beau, Guillon-Painturaud) and six products. Now his book includes profound Spanish brandies, grappa from famed Sicilian avant-gardiste Frank Cornelissen, and Mexican Fernet (a bitter liqueur).

Palazzi is being lauded by beverage authorities nationwide as the go-to for distillates of character and terroir, and Palazzi’s unique bottles now line the shelves of restaurant and bar greats like The NoMad in New York City, Jack Rose Dining Saloon in Washington, D.C., and Scopa Italian Roots in Venice, California. Had an interesting digestif you’d never heard of before while out dining? That might have been made possible through Palazzi’s meticulous sourcing. He talks to Vogue.com about cocktails, “geeky” spirits, and the six bottles he’s most excited about now.

The tagline on your website is “provider of geeky spirits.” What does “geeky” mean in the spirits world?

When it comes to spirits in general, one doesn’t buy a product, one buys a brand. They buy the marketing and the status that the label conveys, but they don’t have a gauge on the true quality of the stuff inside the bottle, how it was made, who made it, and why it tastes the way it does. So by “geeky,” we mean the other stuff. It’s made by real people. It has an actual flavor profile that is specific to the place in which it’s made and the ingredients it’s made from. It’s not sweetened to death, artificially colored, or made to be as innocuous as it can be.

From that perspective, it seems to be as much about supporting the little guy as it is about supplying cool products.

It absolutely is. We want them to keep doing what they’re doing. When you start working with somebody, and they’re distilling out of a shack or their house is run-down, and you come back a year and a half later and see that they’ve made improvements. . . I’m not saying it’s 100 percent because of what we’ve done, but there is something rewarding about working with real people and the fact that the money spent buying these products can go toward their living and the creative process as opposed to feeding some giant company. I have nothing against big companies, but that makes it more meaningful to me. And the other result is that we’re educating people; we’re getting the authentic stuff to the people who will care about it. We’re showing them what these spirits used to taste like before mass marketing existed and can still taste like today.

What is a typical reaction of someone tasting spirits in your portfolio who is more used to tasting name-brand products?

People are not sure what to expect. A lot of people start out thinking that they’re doing us a favor by tasting these products that they’ve never heard of before, but they end up realizing that there’s a world of difference. I had one buyer who thought he didn’t like Cognac, then after one taste of the Paul Beau VS, he lit up. He was all, “Oh, wow, that’s really interesting,” and, “That’s a set of aromas and flavors I’ve never experienced before.”

There’s something extra that happens in the brain with the sensory experience of taste. When you taste something new and you love it, there’s an emotional connection that takes place. At that point, the person is not likely to forget it. They know you’re not fooling around and will want to see what else you have in your bag, even if it’s not something that will appeal to their particular clientele. They know you’re not wasting their time.

Would you say that the movement toward artisanal spirits is picking up speed, like what we saw happen to the craft-beer category?

It has definitely changed over the last six or seven years. Before, nobody cared, really. If you take bourbon as an example, you used to be able find anything you’d want and more on the shelves for a lot less money because people just didn’t know about it. And now certain bourbons are unavailable and allocated. Spirits are becoming cool. Drinkers have started paying more attention to what they’re drinking. I think that’s good news for everyone involved.

What is the coolest cocktail that you’ve encountered made with one of your spirits?

In Texas, I saw a sidecar made with a single-cask Cognac from a producer named Gourry [de Chadeville] that I brought in last year. This Cognac is distilled in a wood-fired pot still and is 64.3 percent alcohol, so that is a pretty kick-ass sidecar. You can’t drink too many of them! And at Cane & Table in New Orleans, they’re making a daiquiri with a rum I sourced in Spain from the sherry producer Equipo Navazos. It’s a bold daiquiri and is totally delicious.

What’s the latest addition to your portfolio that you’re most excited about? The thing that we don’t know about yet but will?

Calvados! I was lucky enough to be introduced to Eric Bordelet, the cider-maker in Normandy. It turns out the guy has been distilling for a number of years but never released anything. He’s doing single-cask full-proof unfiltered Calvados, distilling from both his cidre and his poiré (pear cider). Plus, his mentor was Didier Dagueneau, the famed Pouilly-Fumé winemaker, so everything is aged in ex-Silex casks from Dagueneau. It’s incredibly cool and will be available stateside in the beginning of 2016.

Intrigued? Here are six unique bottles Palazzi recommends adding to your bar (or gifting a very good friend):

Navazos-Palazzi Double Barreled Cask Strength Spanish Rum
A 100 percent molasses-based rum from the Antilles. Dark, meaty, with a nuttiness derived from the Oloroso sherry cask it ages in for more than ten years. Finishes bone dry. Only 1,500 bottles produced per year.

H. Beudin Single Cask 18 Year Calvados
Calvados with a kick, bottled at full proof. Gives a sense of what the pure stuff tastes like when sampled from a cask. Selected by star cider-maker Eric Bordelet.

Gourry de Chadeville Grande Champagne Cognac
One-man operation led by Pierre Goursat Gourry on nearly 25 acres of vineyards in Grande Champagne. A young, bold Cognac reminiscent of ripe apple and smoke, it spends seven years in an ex-first growth Sauternes cask.

Domaine d'Aurensan 1975 Single Cask Armagnac-Ténarèze
Like a vintage-dated Armagnac on steroids, with zero sugar, zero water, and zero coloring added. Distilled by the Rozès family. Mature flavors of dried prune, leather, and earth, with a seemingly endless finish.

Laurent Cazottes Poire Williams Eau-de-Vie
Distilled from organic pears dried to concentrate their flavor and then the pits, seeds, and stalks removed. Only 200 half-bottles of this Poire Williams come in to the U.S. each year.

Frank Cornelissen MunJebel Rosso Grappa
What happens when Sicily's most emblematic natural winemaker makes grappa. Distilled in a wood-fired vapor still from volcanic Mt. Etna’s indigenous Nerello Mascalese grapes.

A Whiskey Unicorn for Every Taste

“Finally got to try my unicorn bourbon!” wrote one woman on a dedicated whiskey Facebook group in late July, uploading a selfie where she proudly displayed a bottle of Blanton’s Bourbon.

It didn’t take long for the resident whiskey geeks to, at the same time, question and criticize her argot.

Responded one man, sarcastically: “Who would [have] thought a 6-year bourbon at 93 proof is now a unicorn?”

While I likewise lament the current fervor for once-common bottles, Blanton’s is, in fact, a unicorn, if only because enough whiskey drinkers pursue it as if it were. Even if it’s not exceedingly rare and is debatable in quality, it nevertheless offers many of the criteria that construct the anatomy of today’s unicorns—allocated, boldly packaged, price-gouged.

There are, of course, different breeds of whiskey unicorns, some more rarely encountered than others. These days, most fall into the American whiskey category—consisting of Kentucky bourbon and rye— and, in the smallest genus of the unicorn kingdom, are almost always Buffalo Trace products. Similarly, any Japanese whisky from the Suntory distillery is immediately exalted to unicorn status in the United States—owing in part to a track record of truly sublime releases, coupled, I suspect, with the perceived exoticism of the hiragana characters on the labels. As is some Scotch, especially if it is jaw-droppingly expensive and packaged in such an ornamental fashion that it seems to signal it’s more an object to look upon than to drink. These days, after all, becoming a unicorn only partially relies on how a spirit tastes.

Here are 10 categories of unicorn whiskey you’ll likely chance upon while out hunting.

L’Encantada Armagnac, 1996

The Non-Whiskey Whiskey Collector Unicorns

Examples: Foursquare rum, L’Encantada Armagnac, Clase Azul tequila, Don Julio 1942 tequila

While many whiskey drinkers have a rigidly monogamous relationship with the spirit, there are certain offerings that might entice them to cross over. Typically, this occurs only when those products happen to taste just like top-notch whiskey—well-oaked caramel and vanilla bombs. Some, like the Sazerac-owned

L’Encantada Armagnac, 1979

Corazón tequila, are themselves aged in unicorn whiskey barrels, including George T. Stagg and Old Rip Van Winkle, for example. The producers of these spirits have even begun playing to the free-spending whiskey geek, offering cask-strength, single barrel releases (perfect for sticker labels) in handsome packages and, naturally, in limited supply.

What is Armagnac? Exploring Cognac’s Older Cousin

How Armagnac is Made

“Essentially, Cognac is more like Tequila, and Armagnac is more like mezcal in the way it’s produced,” says Nicolas Palazzi, owner of importer and distributor, PM Spirits, “but not in flavor [although it can occasionally share similar notes with the agave spirit].” Armagnac is a bit more artisanal in nature, and every producer creates a product to their own proof and style making it a fan favorite for spirit nerds.

Armagnac is allowed to use 10 grape varieties in production, but typically only use four: Ugni blanc, Baco, Folle Blanche, and Colombard; whereas in Cognac they use around 99% Ugni blanc. More variety in the raw material allows for Armagnac to express a diversity in flavor that Cognac cannot. When you also consider the terroir — the soil, climate, and hand of the maker — Armagnac truly distinguishes itself in character.

“There is something really interesting in picking grapes and making a product that has a true personality and seeing that product at a stage where it hasn’t become a very popular spirit [like Cognac] that has been modified to try to appeal to the general public,” says Palazzi. “Armagnac is very terroir-driven, it feels like you can connect with the history of the land and its rich history.”

In terms of distillation, 95% of Armagnac production is distilled with an alembic column still, whereas Cognac has to be pot-distilled, Palazzi notes. “Some are using pot still as well,” he says, although it’s a rarity.

After being distilled, the liquid is typically aged in 400-liter French oak casks — typically local, Gascony oak — and is then classified as VS, VSOP, Napoleón, or XO (Hors d’âge), depending on how long it has been aged for, with XO being the oldest age statement meaning the distillate has seen a minimum of 10 years in the cask. It’s also common for Armagnac producers to release vintages, like wine, but this will be more of a rarity as the category continues to rise in popularity.

After aging, the Armagnac is either bottled at cask strength, or proofed down. “The reason why Cognac is typically 40% ABV is to stretch out the amount they’re able to produce because of the demand,” Palazzi notes. “In Armagnac, you’ll find more full-proof bottling because they aren’t under the pressure of hitting numbers so they can focus on creating the best product possible [regardless of proof].” This means that each bottle will have its own distinct character, which isn’t always the case with other brandies.

Some producers to note are: Domaine Boignères, Château de Pellehaut, Domaine Espérance, Domaine d’Aurensan, but there are many others creating exceptional brandies as well in the region.

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Cobrafire Eau-de-Vie de Raisin

An unaged blanche (white) Armagnac produced in the Bas Armagnac sub-appellation. It’s an undiluted, unadulterated expression of exactly what a French brandy should taste like. At 51.5% ABV, it’s also begging to make it into your next Martini.

PM Spirits VS Bas Armagnac Overproof

Importer PM Spirits teamed up with renown production house, Domaine Espérance, to release their own label of VS overproof (51.7% ABV) Armagnac. For the price you’ll pay, it’s an absolute steal and must-try.

How Craft Brands Can Succeed in the Covid-19 Era

Craft brands have been in the spotlight across wine, beer, and spirits in recent years, with products from small producers becoming increasingly sought after over mass-marketed products. Consumers are seeking out fresh discoveries, and are increasingly prioritizing the production methods, ingredients, and stories behind craft beverages.

But the onset of Covid-19 has presented a new challenge: While consumers are increasing their home consumption and retail alcohol sales are up, most craft wine and spirits brands have not benefited. As much of the on-premise sector remains shuttered and many consumers turn to e-commerce to limit in-store purchasing, there is no salesperson or sommelier to champion small brands or encourage the consumer to try something new.

ACQUIRING NEW RETAIL PLACEMENTS

While stay-home mandates and on-premise closures have resulted in retail sales spikes — as of June 13, off-premise sales were up 26 percent year-over-year for the entire Covid-affected time period — retailers are still working to manage this unexpected business shift.

“They’re still in survival mode,” says Nicolas Palazzi, the owner of PM Spirits in New York, an importer and distributor specializing in artisanal spirits brands. “They have no energy or time to do any outreach or take sales calls. They’re reacting to demand, and that demand is for mainstream brands because that’s what people know.” In the first six to eight weeks of the pandemic, most of Palazzi’s sales through existing retail accounts were for inexpensive items.

L'ENCANTADA XO ARMAGNAC

L'ENCANTADA XO ARMAGNAC  - a collaboration between PM Spirits and armagnac cask hunters L’Encantada, this blended spirit is one of the most complex brandies in the world. The release is comprised of four different casks curated by L’Encantada with vintages ranging between 1987 - 1997. Each one was produced by distillers who create in the heart of their fields with a mobile alambic armagnacais still before the spirit matures in oak in Gascony. Only 1,600 bottles are available at a cask strength of 46.8% Abv.