MARNIER-LAPOSTOLLE COULD BE FOR SALE

Grand Marnier Group is considering a variety of business options, including a sale, with the help of Rothschild, according to sources.

Grand Marnier is famous for its orange liquor which is a key ingredients in many cocktails.

Marnier, Grand Marnier and Cognac Marnier

The news sent shares of the French cognac producer soaring by 8.5% to $5,094, placing the company at a value of nearly $433 million.

Grand Marnier was founded in 1827 by Jean-Baptiste Lapostolle, who started a distillery producing fruit liquors. Now, it produces liquors (Grand Marnier), cognac (Marnier), armagnac (Lapostolle), pineau (Marnier) and wines (Lapostolle).

Grand Marnier is famous for its orange liquor which is a key ingredients in many cocktails.

Source: BusinessWeek.com

VIRAL MARKETING IS REAL BUT RARE

How could a small business go viral?

There are 1000s of businesses which everyday are spending time to communicate and to create campaigns in hope that they go viral some day. Getting the buzz is the dream of so many entrepreneurs like.

You hear about it all the time, however, it is like the lottery we know there are winners but it does not seem to happen so often. The reality of viral marketing is that it does not happen often at all, but it happens!

Stephen Cronk, owner of Mirabeau in Provence, France was able after more than 200 videos to catch the eyes of more than 8 million viewers with a short little video on how to open a bottle of wine with nothing else than the bottle and 1 shoe. Always keep it short 50 seconds.

[youtube https://www.youtube.com/watch?v=u1wROm-OF9w&w=560&h=315]

Stephen says his videos are not serious but they are engaging and talk about practical things whereas its competitors' videos are over prepared and dull. It takes his wine seriously but more importantly he nurtures his communication with his consumers in hope that his story captivates people enough that they try to share it with other people.

Differentiate by being authentic and consequently engaging. His story is simple but many people can relate to it: being an English man in south of France with his wife and three children. Not so unique after all! Hennessy, Martell, Remy Martin, etc. that is more or less how it started centuries ago.

Source: BeverageDaily.com

LOUIS XIII LIMITED SERIES BLACK PEARL EDITION WAS JUST RELEASED TO CELEBRATE REMY MARTIN 140TH YEAR ANNIVERSARY

Rémy Martin has unveiled a limited edition Louis XIII Cognac in celebration of the brand’s 140th anniversary, Louis XIII Black Pearl Anniversary Edition. The blend of more than 1,200 eaux-de-vie ranging from 40 to 100 years in age is from a single 560 liter tiercon (tierçon in French exactly) taken from the Heriard Dubreuil family’s private cellars, the third of its kind released by the family in the past century.

This special limited edition Black Pearl cognac made its U.S. debut on October 30 at Alicia Keys' annual Black Ball gala, the centerpiece of an exclusive auction prize that generated $30,000 for the singer's Keep a Child Alive charity.

Remy Martin Louis XIII Black Pearl 140th Anniversary

Rémy Martin does not release the number of Louis XIII bottles produced a year and keeps this information as a company secret. The Louis XIII Limited Series Black Pearl Anniversary Edition is packaged in a metallic decanter from the House of Baccarat, with 775 decanters released worldwide at a suggested retail priced of $16,000 each.

HENNESSY IS BEING SAVVY IN THIS DIFFICULT TIME

With cognac market falling in China by 19% to 1.5 million cases last year due to Chinese government tightening on conspicuous behaviors, cognac houses are re-focusing on the USA, which remains Cognac’s largest market by volume at approximately 4 million cases.

In addition, the cognac houses are introducing a great deal of innovations with a premiumization and launching limited edition: Remy Martin VSOP Cask Finish, Hennessy VS designed by Shepard Fairey, etc.

In particular, Hennessy is coming out of this turbulent times with some good growths and prospect of more growth estimated at about +5% in the coming months. These results come from specifically 4 continuous efforts:

1) Deep pocket spending on advertising & promotions.

2) Months after months, campaigns after campaigns rigorous pressure on the young Legal Drinking Age (LDA) consumers fueled by Hip Hop artists and , but not only, as Hennessy has widen its appeal with celebrities such as Manny Pacquiao, and vintage legends such as Sir Malcolm Campbell and his iconic Bluebird.

[youtube=http://www.youtube.com/watch?v=sb2x87zq0qI&w=560&h=315]

 3) Dedicated segmentation, target, and positioning plans aiming at precisely reaching specific personas:

. NAS campaigns for instance, with African American targets.

. Manny Pacquiao for instance, with Hispanic targets.

. Sir Malcolm Campbell for instance, with mainstream markets.

4) Continuous innovations. Open mindedness and innovation are 2 different things but innovation requires open mindedness. Hennessy is thoroughly embracing creativity and setting new standards n the industry. Hennessy has dominated the cognac industry for 100 of years. How impressive!

What the future holds? A growing Hispanic population consuming cognac.

Source: Shanken Daily News

THE HARVEST IS OVER IN COGNAC AND THE PROSPECTS ARE GOOD FOR THIS VINTAGE

In Charentes, the home of cognac, volume is predicted to climb 12 percent to 8.82 million hectoliters from 7.88 million hectoliters, with a warm and dry September halting the development of botrytis and mildew fungal disease.

Harvest of the ugni blanc grapes used for distilling cognac started late September, with “clearly” higher-than-usual grape weight compensating for a reduced fruit count. 80% of the harvest suffered from difficult climates during the summer with hailstorms earlier in the summer mid june to late June. And a rainy summer, with a cooler than usual August. September was surprisingly sunnier which allowed for a last minute recovery of the situation.

99% of the producers have completed their harvest as of today.

[youtube=http://www.youtube.com/watch?v=QwZ5TCcE8bk&w=560&h=315]

Distilling cognac will start in 3 weeks. Regulations allow distillation to be operated from 15th November to 31st March. Right now producers are focused on fermenting their juices into wines in times for the 4 1/2 months distilling season.

9 liters of wine with 9% Alc/Vol will produce 1 liter of eaux-de-vie with 70% Alc/Vol. Eaux-de-vie is the name of the spirit produced from distillation. Only after it is aged 2 years in oak barrels, the eaux-de-vie is then called cognac.

HOW USING CONSUMER TRENDS TO LAUNCH NEW SPIRITS?

Launching new products can be a big revenue driver, but it can also be a big cost to companies. The beverage industry is well-positioned for new products that capitalize on consumer trends, but there are several things companies should keep in mind when launching new beverage products, a panel of experts said during a recent Beverage Industry webinar.

Old metal iron with new tag

1st Key element = Value:
Consumers are willing to pay more for products they find valuable and that make their lives better.

2nd Key element = Identifying Innovators and Early Adopters:
These consumers are looking for new products and if they like them they quickly tell others.

3rd Key element = Understanding Millenials:
They look for details and unique points of differentiation.

4th Key element = Planning beyond the Launch year.
A great deal of companies fail has they plan for resources just for the first year and cannot keep the momentum year 2. Example, lesser media exposures, lesser cash flow to replenish the shelves, etc.

Source: SmartBlogs

WINE VISION CONFERENCE THIS NOVEMBER WILL REVIEW OPPORTUNITIES FROM EMERGING MARKETS

The 2014 Wine Vision conference to be held in London on November 17-19 2014 at the Shangir-LA at the Shard and the Hurlimgham Club.

Wine Vision Conference 2014

It will discuss solutions on how  to focus on new consumers and emerging markets. Traditional markets are under pressure from lowering margins and increasing consumer choices. Thus, new markets are becoming appealing for their growth potentials. The key is tapping into emerging markets to balance the declining sales from traditional markets.

The conference will hear from experts in many fields including Prof. Barry Smith, Alice and Jerome Tourbier, Dan Jago, Jean-Guillaume Prats, Jaime Araujo, Charles Banks, Sara Norell, Mike Veseth.

Topics will include branding, packaging, multi-channel retailing, digital communications and emerging markets – freshly igniting the debate about how the industry can innovate and prepare better for the future.

 Source: Wine Vision Conference

NO AGE STATEMENT WHISKIES ARE ALL THE RAGE

Shanken Daily News just posted a very interesting article on the decreasing number of whisky brands launching products with age statements, and in comparison making more products without sub-branded names such as:

Talisker Storm
Mortlach Rare Old
Macallan Ruby
Macallan Rare Cask
Kilkerran Work in Progress 5
Laphroaig Select
Bowmore Small Batch
Glenmorangie’s Private Edition Companta
The Glenlivet Nadurra Oloroso

Aberlour A'Bunadh No Age Statement

Aberlour A’Bunadh
Anchor's Revival
Anchor’s Glenrothes Select Reserve

Apparently consumers want more choices and therefore brands are proposing more choices than 'age statements'.

This is an interesting trend which has a direct relation with how one can envision the cognac drinkers to look at VS, VSOP and XO. Should cognac makers in contrast go into 'age statements' or go into sub-branding with mentions such as 'Grand reserve' etc.?

With more competition, more regulations and lesser stocks Scotch Whisky in particular is starting to feel the problems cognac makers have been faced with.

Source: ShankenDailyNews.com

TV PERSONALITY GIULIANA RANCIC LAUNCHES XO G WINE IN WALMART

TV personality Giuliana Rancic will launch a new wine brand under the label XO, G Wine that will include three varietals in by-the-glass formats. Available at about 1,200 Walmart stores beginning in November, XO, G will include a dry rosé, medium-bodied Pinot Noir (both from the South of France) and a Pinot Grigio from Italy. Four individually-packaged, pre-filled glasses stack together to form a 750-ml. bottle, and a mixed pack will be available for the holidays that features two glasses of Pinot Grigio and two glasses of Pinot Noir. The brand is targeted at female consumers and retails for just under $10 at select Walmart locations.

XO G Wine by Guiliana Rancic

Like many of today’s hottest reality stars, Giuliana Rancic will need to get involved with promotions. I wonder how one can do this with Walmart!!

Another thing this is catching my eye is:

. How can one call a wine XO without getting in trouble with the US Patent and Trademark Office?
. But isn't there a gin already call G'Vine?

I just thought that is a complicated name for a popular wine! 

Source: The Sacramento Bee

CHATEAU HAUT BRION IS OLDER THAN ANYONE THOUGHT

I never understood what sort of jobs could be to be a art historian researcher. Now I know ...

Chateau Haut Brion Established in 1521

An art historian and medieval history researcher unearthed a historical document mentioning Chateau Haut-Brion in 1521, almost 140 years earlier than the oldest mention was originally believed to be. Owner Prince Robert of Luxembourg said the document indicates that the estate is now in its sixth century of producing reputable wine.

The winning researcher wins Haut-Brion wines worth an estimated €37,500, including two cases of the 1989 vintage.

Anyway, a cool story perfect for the weekend.

Source: Decanter

RESULTS OF THE 2014 WORLD BEST COGNAC FOR VSOP, XO & EXTRA ARE PUBLISHED: ROYER AND COMANDON WIN ALL

The World Spirits Competition in San Francisco is regarded as the No.1 spirits competition in the world. This competition is the most comprehensive international spirits judging conducted every year since 2000. Products are evaluated by top spirits professionals and are judged in a blind, consensual procedure ensuring integrity and making this annual competition the most followed competition in the spirits industry.

They only rate spirits and over 3,500 spirits are competing every year.

This year in 2014 for the first time the competition has recognized the best cognacs according to the 'classic cognac quality standards', that is VS, VSOP and XO, which is making the winners' list more interesting than before.

The winners are:

2014 WORLD BEST COGNAC  VSOP = LOUIS ROYER VSOP FORCE 53

Louis Royer Cognac VSOP Force 53

2014 WORLD BEST COGNAC XO = COMANDON XO

Comandon XO, 2014 World Best Cognac XO

2014 WORLD BEST COGNAC EXTRA = LOUIS ROYER EXTRA

Louis Royer Cognac VSOP Force 53

Source: www.sfspiritscomp.com

CLAIMS OF BEING HANDMADE IS BEING SCRUTINIZED

We have all witnessed the growth of craft beers, craft wines and now crafts spirits. Craft and Artisan Spirits are trendy and so trendy that many brands are claiming to be craft brands or handmade in small batch etc. Even mega large distributors/wholesalers have started 'artisan' and 'craft spirit' portfolio and sales departments.

However, I have mostly personally witnessed a bandwagon effect and a me-too follow up on this.

Fictitious Flavored Spirits

Within the past months a few brands have been under scrutiny about the true statement of being small-batch or craft made. All in all it is catchy marketing and it is hard to decipher what is crafty or handmade or not. At some stage someone had to use their hands in the process and therefore ...

In closely watched case, Tito’s plans to contest lawsuit against its “handmade” claim says  Shanken News Daily.
Drinks marketers are likely reevaluating their label claims in the wake of a lawsuit against Tito’s Handmade Vodka for the 1.3-million-case brand’s claim of being “Handmade.” The suit, filed September 15 2014 in San Diego Superior Court.

A pair of class-action lawsuits filed this month against craft distillers has exposed what many consider the worst-kept secret in craft distilling: Despite the marketing, most liquor is factory-made"says The Denver Post.

Whisky and American Whiskey /Bourbon are faced with the same dilemma: huge demand growth and limited amount of producers, hence the growing number of bottlers trying to claim all kind of things.

For this matter, 'cognac' benefits from a strict controlled appellation. Not only the grapes, but the way the grapes are crushed, the fermentation process, distillation, etc. and another 1000 things are regulated to ensure the quality of the claims. Eventually ALL cognac is by definition produced in small-batch and handmade. However, since 90% or more is blended and distributed by a few brands the end result is mostly processed through large standardizing factories to ensure a repeatable product day after day.

My recommendation read the article from The Denver Post asap!

Source: Shanken News Daily and The Denver Post

GREY GOOSE AND JOHNNY WALKER ARE INVESTING INTO TRAVEL AND DISCOVERING THE WORLD

Johnny Walker and Grey Goose are both getting adventurous, joining the long legacy of Rasmussen or Magellan.

Explorer, Discovery, Grey Goose, and Johnny Walker

Grey Goose which is made in Cognac, has just signed a partnership agreement with Virgin Galactic to shoot the first commercial while traveling out of space using Virgin Atlantic out of space travel facility. Planned to launch in 2015, the Virgin Galactic commercial spaceflight, owned by Branson’s Virgin Group, has already accepted US$80 million in deposits from prospective “space tourists”.

Johnny Walker (Diageo) through a complicated trademark law suit against the Explorers Club has decided to settle. Even better Diageo and The Explorers Club have now announced a global sponsorship and licensing agreement to settle all outstanding litigation between the two companies.

Under the agreement, Johnnie Walker has become a corporate sponsor of The Explorers Club. This sponsoring will allow The Explorers Club to fund more educational programs and world education.

SCOTCH WHISKY INTERNATIONAL DECLINE OF SALES

Cognac is not the only brown spirit to suffer from a world sales decrease. Scotch whisky saw it worst sales decrease this year from January to June in 15 years, and this is not over.

Cognac and Scotch Sales Decline

According to the Scotch Whisky Association, exports fell 11% to £1.77 billion in the six months through June.
Major markets saw double-digit shipment decreases like the U.S. (-16% to £328 million/$538m), Germany (-22%), South Africa (-10%), Brazil (-19%), and Mexico (-27%). In Asia the drop was the worst with  China (-35%) and a key re-exporter to the Chinese market, Singapore (-46%) but also South Korea (-12%).
Still, a host of key markets enjoyed solid growth—such as France (+6%), Taiwan (+39%), United Arab Emirates (+26%), India (+31%), Australia (+4%) and Japan (+18%).

This declined is attributed to slowing down economies, China's grip on conspicuous consumption and a stronger currency exchange rate of the Pounds.

Source: Scotch Whisky Association

THE SCOTCH'S WORLD IS GOING INTO VOTING

As a graduate of the University of Stirling in Scotland, I am following with interest the debate on the voting for Scotland independence which will happen tomorrow Thursday 18th September 2014. "Uncertainty is bad for business" is a strong argument leading the "no" vote within the Scotch industry. Most polls have announced that the results will be slightly on favor of the 'No' until recently when some results have shown that in fact it might be closer and even possibly a 'Yes' winning.

Scotland Yes and No Vote

1. Uncertainty is driving to the status quo and a 'No' vote.
2. Polls might not be representative of the true responses. Admitting a 'Yes' is admitting being against the English in some ways. Social desirability might lead people to admit a 'No' easier than a 'Yes'.

Hence, it will be interesting to see what will really happen in the private rooms when people are actually voting, and there are still about 15% of the people who are undecided one day before the vote.

DECLINING COGNAC SHIPMENTS IN 2014

Global Cognac shipments declined markedly by volume and value in the year through June, with growth in the U.S. unable to offset continuing woes for the category in China. According to the Bureau National Interprofessionnel du Cognac (BNIC), shipments fell 7% by volume to 156 million bottles in the 12 months through June, with value down 10% to €2.2 billion ($2.85b).

Bureau National Interprofessionnel du Cognac BNIC Logo

A 19% slump in sales to the Far East—where shipment value amounted to €1 billion ($1.3b)—was blamed primarily on the ongoing government austerity drive in China. Cognac sales to Europe also declined, falling 12%, even as Eastern Europe posted volume progress. Meanwhile, shipments to North America—led by top Cognac export market the U.S., which accounted for 54 million bottles—delivered 6% growth by both volume and value.

Source: http://www.shankennewsdaily.com

SPIRIT SALES GOES UP AND DOWN IN A CYCLE

What comes up must come down.

Sales and Balance

I am not explaining Newton theory of gravity but the pendulum of life. Big sales, Bigger sales, and BiGGER & BIGGER SALES usually are followed by lower sales, and lower lower sales and so forth. Everything has to adapt, evolve and change but the basic concept is the one where good things have a end for some to generate good things for some other.

In business this principle is annoying but true. Hence, the importance of timing.

For the past months, we have heard of the declining sales of wines and spirits in China.

- 9% for French spirits sales in China, mostly cognac.
- 7% for French wine sales in China, -28% for Bordeaux category.

Now that we are approaching the end of the year, these news about China are only going to get worse. Why? Because if the sales were bad when the least amount of sales are made, one can only imagine the negative impact of bad sales when good sales are expected, that is when the most amount of sales is expected, i.e., end-of-the-year.

That means the end of the year and festive season sales are not going to be good and the results, reports and statistics coming from Asia are for the most part going to be even more disappointing than what has been report to date.

Another interesting data that comes from the 2014 sales results is the steady growth of Champagne sales in Asia. Nothing huge but steady. China’s recent legal recognition of the “Champagne” appellation (27th May 2013) has helped differentiate Champagne from other sparkling wines in the market, and it is likely a cause of further growth.

Sources: The Wallstreet Journal

FRANCE IS EXPECTED TO REGAIN ITS POSITION AS THE WORLD'S BIGGEST WINE PRODUCER IN 2014

Government and trade groups from Italy, France and Spain have released wine production forecasts for the year 2014, with France expected to jump over Spain and Italy to become the world’s biggest wine producer. According to France’s Ministry of Agriculture, French wine production is expected to increase by 11% this year, to 46.93 million hectoliters.

2014 Country World Largest Producers of Wines

Italy’s Associazione Enologi Enotecnici Italiani is projecting Italian wine output to fall 13.5%, from 48.2 million hectoliters last year to 41.6 million hectoliters for 2014. According to the Milan-based group, wet weather conditions are primarily to blame, with 12 of Italy’s 15 wine production regions including Piedmont, Veneto, Sicily and Puglia among others set to record volume losses that is believe to be the smallest since 1950.
Spanish wine production, meanwhile, is expected to drop by 26.3%, from 2013’s record 53.55 million hectoliters to 39.44 million hectoliters this year, according to reports from Spain’s Ministry of Agriculture.

As a result, French wines are probably going to be cheaper and more available than before. Hence, it will indirectly help the cognac where French wine might brighten the reputation and remind consumers of French alcoholic beverages.

Source: The Drinks Business‎

D'USSE $275 XO EXPRESSION LAUNCHED IN MAY 2014

D’ussé Cognac XO comes after the VSOP.

Two years after launching the D’ussé Cognac brand with a VSOP quality, Bacardi is extending its product line depth by applying an upscale brand stretch.

Note the technical terms, i.e., upward and downward product line stretch, product line versus SKUS, product line width versus depth versus length.

When creating a luxury line or luxury brand, one has to always consider these issues of brand stretching. Now the important matter is: where to start from?

. Middle, then down, followed by up.
. or High, then middle, then low.
. or lower, then middle, and then high.

It depends if the brand carries a true luxury authenticity, the process should be Higher, middle and then lower.
If the brand is building on popularity and milking democratization for the sake of building Brand Image, then going from low to high make sense, i.e., business model of 'masstige'.

D’ussé XO, produced at the Chateau de Cognac (Otard) by maître de chai Michel Casavecchia, is made from a blend of eaux-de-vie aged at least 10 years. Bacardi introduced the XO to a small group of journalists and mixologists in New York last last May. Bacardi plans to cover 11 states in the USA by the end of the summer.

Bacardi has sought to position D’ussé as a modern spirit that can draw drinkers from both inside and outside the Cognac category, and says the VSOP ($45) has succeeded on that front in the early going.

Cognac D'Usse VSOP by Bacardi

With D’ussé’s new XO, Bacardi has taken an aggressive stance in staking out the brand’s ultra-premium credentials, price-positioning it significantly above the XO Cognacs of competitors like Hennessy, Rémy Martin and Courvoisier.
Retailing at $275 a bottle.

Source: dusse.com

COGNAC-EXPERT.COM IS BEING AWARDED FOR ITS CONTRIBUTION

One of the media which has made the greatest impact in our lives in the past 10 years has been social media. It is incredible to see that people, habits and patterns might have changed because of this.

Social media has become a modern way to communicate, and a few people have made a tremendous contribution in the cognac industry using social media. A few Internet and Social Media are particularly interesting in relations to cognac:

. The Bureau National Interprofessionnel du Cognac (BNIC) or Cognac Bureau, the French government agency covering the legal and associative work around the industry, i.e., www.cognac.fr.

Screen Shot of Cognac.fr Website October 2014

. CognacFans.com, Cognac-World.com, etc.

. but more noticeably Cognac-Expert.com.

The cognac-expert.com is the 'go-to' website to read interesting aspects and news about cognac and the Cognac region.

Last year in September 2013, the BNIC recognized cognac-expert.com as the 'best writer of the year' during the ceremony of the annual banquet and auction 'La Part des Anges'.

GROWING INTEREST FOR COGNAC IN AUSTRALIA

Increasing interest for premium spirits in Australia is driving consumer towards cognac. Cognac category in Australia is growing at 10 per cent a year, with Martell reaching 30 per cent market share in Australia. The two fastest growing products of the 5 SKUs in Australia are Cordon Bleu and Martell XO according to Martell Brand ambassador in Australia.

Martell is also benefiting from a large diaspora of wealthy Asian people who had fled Hong Kong in the 1990s in fear of Hong Kong becoming a Chinese province. Soon to be a 300 years old brand in 2015, Martell is getting organized to celebrate the anniversary. Martell was established in 1715 and it is the oldest of the 4 big cognac houses, i.e., Remy Martin (Estd. 1724), Hennessy (Estd. 1765), and Courvoisier (Estd. 1835).

Martell is not the oldest house. The oldest cognac house is supposed to be Augier Frères & Co founded in 1643. The Augier Cognac House was acquired by Martell I think in the late 1970s. Martell now and then makes a limited production of Augier cognacs.

Augier Freres XO

Source: The Shout Australia

COGNAC IS THE MOST INNOVATIVE REGION TO CREATE NEW SPIRITS

The cognac region is famous for its brandy. However, it plays a major role in creating the future mega brands which will serve the spirit industry. Some of these future will have cognac associated but many will only infuse talents and know-how. Here are some examples.

G’Vine
Produced by the 'fame' Eurowinegate in Cognac (www.eurowinegate.com) managed by the talented Jean-Sebastien Robicquet. The concept is to make GIN with grapes.

Why is G'Vine an outstanding innovation? Because they are using distillation knowledge to make a superior product using a premium source. They are not the only one to be successful in Cognac to make GIN. Citadelle Gin is another brand of gin made in Cognac using a more traditional neutral grain base.

G'Vine, an Innovation from the Cognac Region

Jean-Marc XO Vodka and X-Rated Liqueur
Jean-Marc XO Vodka (www.jmxo.com) is a premium vodka distilled in the Cognac region of France by Jean-Marc Daucourt and owned by the Campari Group (www.camparigroup.com).

Jean Marc XO, an Innovation from the Cognac Region

X-Rated (www.xratedfusion.com) was launched in 2004 in the USA by award-winning spirits creator Jean-Marc Daucourt and Todd Martin, the former Allied Domecq North America President, who are the principal owners of the brand. X-Rated is also now owned by Campari Group.

X Rated Liqueur, an Innovation from the Cognac region

Why are Jean-Marc Vodka and X-Rated Liqueur outstanding innovations? Because Jean-Marc Vodka was one of the first Ultra premium vodka and X-Rated was among the first to make it 'pink' for the girls.

Cîroc
The concept is to make Vodka with grapes, it is using grapes from the region of Cognac (ugni blanc) and from the region of Gaillac, north of the Pyrenees (mauzac blanc).
Cîroc (www.ciroc.com) is considered a vodka because they distill the product at 96% ABV and do not age it. The brand belongs to DIAGEO (www.diageo.com) one the largest spirits group in the world with other iconic brands such as Johnny Walker. Since 2007, Sean "Diddy" Combs became the face of the brand and sales have dramatically increased.

Ciroc Vodka, an Innovation from the Cognac region

Why was Cîroc an outstanding innovation? Because it used grapes to make vodka using excess inventory, and it did not pay a celebrity but gave a stake in the company to improve performance.

Monteru Single Brandy
Monteru (www.monteru.fr) was inspired by the single varietal wines which took by surprise the traditional blending wine production from Europe. The concept is simple. Making brandy from single selected grape varietals. The end result is a delightful brown spirit for wine aficionados. Monteru comes in 4 varietals including Cabernet, Chardonnay, Merlot and Riesling. In 2011, Monteru was awarded the title of double gold medal and "best in Show" at the ISW (Internationaler Spirituosen Wettbewerb) in Germany (www.spirits-award.com) and was recognized as one of the best innovation in the world for spirits by the Tasting Panel Magazine (www.tastingpanelmag.com).

Monteru Single Grape Brandy, an Innovation from the Cognac Region

Why is Monteru an outstanding innovation? Because it does not dilute the know how of cognac making but instead magnifies it by using it for the sake of creating something like a 'single malt' applied to the brandy, with the most familiar and popular grapes in the world. Bridging the impossible gap between 'wine' and 'spirit' geeks. A new category is born made of a cross over identity.

Hpnotiq
Hpnotiq liqueur is an alcoholic beverage made from fruit juices, vodka and cognac.
It was created in New York in 2001, and sold to Heaven Hill Distilleries (www.heavenhill.com) in 2003. It is 17% ABV. It started as a urban drink but it is now marketed as a women drink.

Hpnotiq Liqueur, an innovation from the Cognac region

Why is Hpnotiq an outstanding innovation? Because it serves various markets using salient characteristics. Give what the customers want. 

Giorgio Gucci
Monsieur Gucci is regularly promoting the brand in the US. The fashion icon signs every single bottle of the collection.
The company behind these bottles is Emperor’s Brand: They are present on the American spirits market since 2007, and introduced premium vodkas to the market: Emperor, Versailles, Winter Palace and Imperial Exclusive.

Cognac Gucci, an Innovation from the Cognac Region

Why is Cognac Gucci an outstanding innovation? Because it shows cognac is a true 'luxury' as much a luxury watch or luxury suit. Next Cognac Rolex or Cognac Chanel or Cognac Bentley, etc.

Alizé Cognac
This brand was very visionary when in 1984 it was introduced in the USA to target the urban audience. A joint-venture between a French supplier and Kobrand Corporation, a reputable importer/distributeur in the USA.

Cognac Alize VS, an Innovation from the Cognac region

Why is Alizé an outstanding innovation? Because it was among the first cognac brand to focus on the urban market.

Belle de Brillet Poire Williams
Liqueur is an original blend of cognac from the Cognac Brillet and the essence of Williams Pears (Poires Williams). This liqueur is the fruit of a perfect blend of very flavorful “Poire Williams” produced mainly in the east of France, fine Brillet Cognac Eau de Vie from the heart of the Cognac region, and a “special plus,” an ingredient whose secret is cautiously guarded by Maison Brillet.

Why is Belle de Brillet an outstanding innovation? Because pears and cognac is a brillant idea and they are the best at doing it.

Belle de Brillet, an Innovation from the Cognac region

Brenne Whisky
Brenne is a Single Malt Whisky that is being harvested, distilled, matured and bottled in the Cognac area. According to the makers, this Whisky is smooth, approachable and contains a hint of fruit. It contains spice notes from the malted barley and is balanced with the sweetness from Cognac soaked oak barrels.

Brenne Whisky, an Innovation from the Cognac Region

Why is Brenne an outstanding innovation? Because it simply used the cognac know how to make another brown spirit. 'Qui peut le plus peut le moins'. Brenne is not the only whisky made in Cognac, Bastille 1789 is also from Daucourt and is very good too.

Grey Goose
Grey Goose is a premium brand vodka produced in Cognac, France. It was originally founded by Sidney Frank before it was sold to Bacardi (www.bacardi.com)in 2004. François Thibault (H. Mounier) developed the original recipe for the vodka in Cognac, and he is also responsible for Jacques Cardin Cognac still in Didney Frank's portfolio.

Grey Goose, an Innovation from the Cognac Region

Grey Goose (www.greygoose.com) was created as an audacious surprise to counter balance the vodka industry with a 'premium' vodka. Hence, it was made in France. About 40% of premium vodkas are now made in France following in the footsteps of Grey Goose. Grey Goose is perhaps the most emblematic of Cognac's innovation not related to cognac.

Why is Grey Goose an outstanding innovation? Because it sensed the opportunity for premium vodka and made symbol of itself.

In conclusion, if someone asks: "what is the difference with Cognac and Armagnac and Scotch and Tequila and etc.?"

They are many differences but one of them is the innovations and creativity embedded in the region that has no match in the world.