Once the go-to spirit of choice for bartenders, Cognac fell out of favour
in the first half of the 20th century. By the time the world came to terms with the devastation WW-II left in its wake, Cognac had lost its lustre and it remained an old man’s drink for the next five decades or so. But the last 10 years have been a game changer for Cognac. Cognac is witnessing resurgence in cocktails like never before as the new-generation bartenders and mixologists are really intrigued by it and they are experimenting with Cognac on a large scale.

Also, there is now an earnest push from the BNIC (Bureau National Interprofessionnel du Cognac) and Cognac houses to educate the consumers further about the potential of this versatile spirit.

Cognac Gains Traction

There has been a massive shift in how Cognac is being perceived and consumed in these post-modern times. Around the globe, bartenders are embracing long-lost Cognac-based forgotten recipes, which once dominated the cocktail scene. This new wave is gaining momentum, with more and more establishments innovating new recipes. The popularity of this beverage is now at an all-time high.

But how did this transformation happen? One reason is that a large population of younger guests are enjoying and specifically asking for Cognac-based drinks. The beverage’s fascinating history seems to have caught the fancy of the younger crowd.

Secondly, it appeals to the innate human instinct to tread the path less travelled!

Cognac is in a class of its own, away from the whiskies, vodkas and rums; and it tends to invite the customers to satiate their sense of curiosity. Moreover, both by itself and in cocktail form, Cognac provides an alluring option. Last but certainly not the least, the bartenders’ community, Cognac houses and BNIC have collectively played a significant role in staging a comeback for this fine spirit through genuine customer education.

The Cognac revolution looks like it is here to stay.

The Indian Story

In India, for a long time, Cognac was considered a lavish spirit, reserved for the elites. But the trends are changing rapidly and we seem to be adopting the American way: a lot of youngsters in India are now drinking Cognac. Stepping out of their comfort zone, they want to explore unfamiliar but delightful beverages at their weekend get-togethers and impromptu celebrations. More and more young and affluent generation of beverage lovers in India nowadays yearn for adventurous spirits beyond the realm of single malts and aged rums and many of them are enchanted by Cognac.

With significant foreign investment coming in the country and the average Indian being a lot more well-travelled than a decade ago, the level of alcobev awareness has grown exponentially in the country, which too has contributed to the popularity of Cognacs in India.

Just before the pandemic hit, India’s luxury market was growing at a rate of 20 -25 percent per annum and was projected to touch 180 billion USD by 2025. Succinctly, spending power as well as attitudes have taken a turn for the better in India and now many of us can afford what was out of reach till just a few decades ago.

Most of the brandy market in India is found in the southern part of the country, but it is steadily expanding to other regions of the country as well. Cognac has come to be applauded as a winning beverage that can form the base for some truly tantalising concoctions.

Cognac has Arrived

The introduction of the prized Rémy Martin Louis XIII in India amidst immense enthusiasm is a testament to this changing scenario. This jewel is priced at about Rs. 2.5 lakh. Each bottle of this liquid is a handcrafted crystal masterpiece with a gold-plated ring around its neck.

The bartending community including sole operators, leading bars and pubs in India have worked really hard to pull Cognac out of the shadows and into the spotlight. These tireless efforts finally seem to have paid off.

Cognac, that is as fitting in a boardroom celebration as in a wedding reception, has arrived to capture your imagination and mine. And how!