The Culture of Cognac

Cognac is a drink that has always been associated with an element of prestige. It is cultivated from a small and specific group of grapes within a distinctive region in France and was the favored spirit of Napoleon.

The drink’s long and storied history has transformed over the years. In its more modern incarnations, Cognac was typically associated with an aging population of wealthy taste-makers who would retreat to wood paneled rooms to smoke cigars and sip spirits by the fire.

The emergence of a vibrant and boastful hip hop culture in the US in the 1990s gave way to Cognac being associated with high-profile rappers who co-opted the drink and made it a signifier of their wealth and status.

Typically imbibed in a pure form, Cognac was the drink of choice for two very disparate cultural groups but remains thought of as a rather one-dimensional spirit. Purists might balk at the idea of adding anything to Cognac but combined with other elements, a Cognac cocktail is both delicious and revitalizing.

Broadening the base of Cognac drinkers and opening up a world of Cognac cocktail possibilities has brought new life to this old spirit. Mixed with tonic water, ginger ale or even cranberry juice, Cognac has emerged as much more than just an after dinner aperitif.

Today Cognac sales remain strong in the US making it the beverage’s largest market.  China, Vietnam and even the Philippines all subscribe to the modern Asian pursuit of aspirational brands and as such have seen an influx of 25-30 year old Cognac drinkers emerge in bar and club scenes.  

Sipped solo or mixed with other additives, Cognac’s story is still being written. From young professionals in China to rappers in America to Napoleon Bonaparte himself, this impressive and versatile spirit continues to surprise and delight consumers the world over.