Courvoisier is aiming to reach a wider audience with the travel retail exclusive launch of a sherry cask finish Cognac.
Courvoisier Sherry Cask Finish offers a sweetness and layers of intense flavours previously unseen in the Cognac category, according to Master Blender Patrice Pinet.
He unveiled the new bottling – the first in Courvoisier’s Masters Cask Collection – at a media event in London yesterday (26 September) attended by The Moodie Davitt Report.
Pinet, who is the sixth Master Blender in Courvoisier’s history, which dates back to 1835, said the new expression was driven by a desire to bring innovation to the Cognac category while remaining faithful to the company’s roots.
Having experimented with other casks, including oloroso and port, he came to the realisation that Pedro Ximénez casks offered a “richness” and were the only ones to bring “added value”. “We wanted to be sure we could do something good,” he said. “It will be a new experience for Cognac drinkers.”
Courvoisier Sherry Cask Finish is aged in French oak casks for a minimum of two and a half years before transferring to the Pedro Ximénez casks for between four to six months. It is now available in European and Asia Pacific travel retail, with a recommended retail price of €50/£40 in a 70cl bottling.
Beam Suntory said it expected Courvoisier Sherry Cask Finish to appeal to wider premium brown spirit drinkers, and particularly malt whisky drinkers, as well as traditional Cognac drinkers. Pinet noted the expression also provided a good basis for cocktails.
“Courvoisier is committed to re-energising Cognac, pushing the boundaries of this heritage category by delivering exceptional liquids and limited edition releases, and with the launch of Courvoisier Sherry Cask Finish we are doing just that,” said Beam Suntory Senior Global Travel Retail Marketing Manager Fernando De Vicente Meiras.
“This innovative spirit has been born out of the craftsmanship of our Master Blender and his love of oak, and shows that Cognac can be exciting and appeal to a wider audience.”
