Cognac PGI: How to get consumers excited about the spirit this Christmas

Cognac PGI’s immense versatility is what makes it so exciting. The cocktail scene in the UK – and consumers’ curiosity to try new things – sets the category in good stead.

Younger expressions – your Very Special (VS) bottlings, a labelling term which means the expression has been aged for a minimum of two years in oak – offer vibrant, fresh apple and pear notes. With time in oak, your Very Superior Old Pale (VSOP) bottlings (aged for a minimum of four years) and Extra Old (XO) releases (with an ageing period of at least 10 years), will have an increasingly complex profile. Oak spices, caramel and dried fruits emerge – and even the fabled ‘rancio’ notes associated with long ageing. Cognac PGI can be a great place to find earthy, leather and tobacco aromas and flavours.

All this means there’s an immense spectrum for bartenders to tap into, both when designing cocktail menus and when recommending spirits for sipping. Learn the age-statement shorthand, and the breadth of flavour is quickly navigable. A customer comes in wanting something crisp? A VS over ice will be divine. A richer, deeper, more complex spirit the order of the day? Then an XO won’t miss. Inherent in the spirit’s character is a velvety, luxurious texture – perfect for a winter night.

And then there’s the value element. Compare a Cognac PGI’s price point with that of single malt whisky and the flavour bang-for-buck is extraordinary. In an era of price-conscious imbibing, Cognac PGI offers a relatively affordable option amid the alarmingly priced aged spirits scene.

Cognac PGI doesn’t just taste good, it’s a category with inherent sustainability claims, too. Makers are proud of their Protected Geographical Indication status, which assures consumers that every drop is made to exacting standards. It also guarantees local sourcing, too. Every grape must be grown in one of six sub-regions, or Crus, with fermentation and distillation always taking place nearby. There’s a huge focus on green viticulture and carbon-aware production. So dedicated are Cognac PGI’s makers that there is a collective commitment for 100% of growers to hold a sustainability accreditation by 2028.

Cognac PGI is delicious. It’s also the ideal choice for price-conscious and sustainability-minded customers. Its inherently luxurious profile – regardless of age statement – makes it ideal for festive refreshment. Still need convincing? Here are three iconic serves that illustrate the spirit’s versatility and sheer deliciousness.

• Cognac PGI Old Fashioned: Simply swap out the bourbon or rye for a sweeter, sumptuous twist.
• VS Sour: A super-easy shaken serve, the crisp orchard fruit notes in a young Cognac PGI interplay perfectly with citrus.
• Champagne Cocktail: With a bitters-drizzled sugar cube in the bottom of the flute, the decadence increases with every sip.

Kristiane Westray is a spirits expert, writer and ambassador to the EU’s ‘More Than Only Food & Drink’ campaign

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