In the evenings to fashion in the United States, the rappers, Cap screwed on the head speaking jerky rhythms, a bimbo clinging to their tattooed arms, never leave without a bottle of Hennessy, Martell, Courvoisier and Rémy Martin. In large American cities, the bars belong to stars of hip-hop often sponsored by one of these brands. In France, in the town of Cognac, an autumn evening. The atmosphere is more low-key. Gala clothes are output. In the streets, leading guests to the entirely renovated Monnet chais, conversations are well underway with strong accents Chinese, American, Singaporean, Indian... All are ready to attend the fifth edition of the auction the Part des anges. An evening charity for the benefit of the France Institute, coupled with a beautiful action of communication to enhance the reputation of the cognaçaise drink, with an international clientele, but also with our fellow citizens. The main lot - the last of the eight cuts Shanghai Rémy Martin inspired Assembly of origin created exclusively for the Paris of the Orient and the Chinese market in 1904 - is acquired by an English collector of Indian origin for the modest sum of EUR 16 000. Surprising! Not so much that it's when you know that this alcohol - five bottles are sold every second in the world - is used in over one hundred fifty foreign countries and that the France is only 3.3 of total sales.
The French bouderaient the spirits "No, says Jérôme Durand, marketing director of the national interprofessional Office of cognac (Bnic)." Our country is the first global market volume and value of whisky, including on the malts, but the consumption of cognac is quasi-inexistante. In June 2010, total shipments of cognac exceed the hundred and forty millions of bottles whose only four million and a half for the France. We are full french paradox. To believe that the grass is necessarily greener elsewhere... "For greening the grass a little dried by the time, the initiatives succeed each other. Goal Delete the old-fashioned image of the arriving digestive calm late evening for tired guests. Develop theme evenings, one can eat in different ways: as an aperitif, cocktail, with crushed ice or mixed with water... It invites the DJ in Charente in association with the largest mixologistes. Thus, at the International Cognac Summit, these new icons of the night were designed together cocktail: the Cognac Summit, a mixture of lime, ginger, cognac (of course), lemonade and con-combre. This creation is as flagship turned to a younger, more urban clientele. "Demystify the cognac, insists Bernard Peillon, President of Hennessy, the most important cognac House." Should be removed the idea to the French that it would be a crime if the mixture. "All the more true that there are several types of cognac for different moments. VS (very special, the entry) can be associated to the Cola. VSOP (very superior old pale) is involved in the most noble developments such as the Pink Love, the Stinger or the Bandista. And in the discos of Shanghai, it is even served with green tea iced - leaving it thoughtfully.
Purists are not to be neglected. Houses offer the XO (extra old). This cognac is the product of particular attention. It is quietly - aging at least seven years - in chais proficiency with blackened by evaporation of spirits from the drums. The brands, aware of the difficulty to a place with the other spirits such as vodka or gin, go further. They are positioned on a niche high range, synonymous with high-value with vials out of age: "we must get the whisky enthusiasts, justifies Bernard Peillon.". Bottles of prestige are our showcase. "Rémy Martin with his Louis XIII, an assemblage of some two hundred Grande Champagne spirits in a carafe in single crystal is addressed to a very wealthy clientele, Martell offers gold, Hennessy, Richard Hennessy. The very high cost of these bottles wrapped in boxes of gold and Crystal, the reserve to a fortunate few niche market.
Today, or in trend bars in the palace of the Parisian hotels, cognac caters to all age groups and all categories. There are for everyone and for everyone. Once reluctant, the France seems finally ready to welcome its spirits. "It will still take some time, but it must be present in us, concludes Bernard Peillon.". Not for foreigners - including the Chinese - who spend their holidays in our country and who wish to find their favorite drink!