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With new consumers keen to try out even traditional alcohols and employing cognac in different formats where its richness and depth of taste are emphasised, the makers of Meukow Cognac are pretty excited about the opportunities that India offers. Philippe Coste and Francois Coste of Meukow Cognac elaborate on this potential growth story.
⦿ Bishan Kumar
In 1850, Auguste-Christophe and Gustav Meukow, two brothers from Silesia were sent to France to find eaux-de-vie (clear and colourless fruit brandy). After several trips, they decided to establish a commercial office in the town of Cognac on August 1, 1862. The brand grew rapidly from its inception. In 1865, Henri Bouraud acquired shares and became a partner to the Meukow brothers. Located in the heart of Cognac, The Meukow House welcomes visitors from near and far into their distinctive universe founded on family spirit.
Philippe Coste is the second-generation member of the Meukow family and continues to preserve Meukow’s legacy while remaining relevant in today’s dynamic spirits market. His task is to balance tradition with innovation in both the production and marketing of the brand. “It is true that the long history of Meukow imparts high responsibilities in our management of the brand and always guides our vision for the future. The key to successfully balance tradition and innovation is to never compromise on the quality of our products,” he says.
Unique Attributes
The company has always been very motivated by emphasising the points of differences of Meukow Cognac among other cognacs and also among the global spirits category. The uniqueness of its iconic panther bottle naturally insists on the virtues of their cognacs offering strength, power and elegance at the same time. This is something that has been creating excitement about the future of cognac. Francois Coste, who oversees operations along with Philippe, has a theory about how the management sees the next generation of drinkers engaging with this classic spirit. Equally interesting is the level of experimentation that young consumers are willing to engage in, using cognac for interesting pairings with other drinks and food.
“What I find inspiring about cognac is its interesting discovery and its various extraordinary aspects.
New consumers are keen to try out even traditional alcohols and I see them employing cognac in different formats, as for example, in cocktails, with food pairing, and during unique tasting experiences where its richness and depth of taste are emphasised,” he says.
There’s a burgeoning interest in cognac around the world. This is due to the increasing appreciation for quality high-value alcoholic drinks. Given this evolving scenario, India fits well into the brand’s growth story.
“India, in that context, is doing very well as it is still a developing market that has an increasing number of high-end drinkers and customers,” Francois states.
Emerging Markets and Strategies
The US, China, and European markets have become major centres for the cognac trade in the last few years and the company expects this growth to continue as there is a rise in the popularity of premium quality products and cognac-based drinks. Customers also tend to pay more attention to authenticity and workmanship, which goes hand-in- hand with cognac. For Meukow Cognac specifically, there has been a very strong appetite across major markets, especially in Finland, and emerging ones as well such as India or South Africa.
“We adapt our products to fit the tastes of the consumers, such as liqueurs that are meant to be mixed into cocktails, or those that are aged and meant to be drunk on their own, as well as the cultural context in which they will be experienced,” Philippe elaborates.
The difference in cognac consumption in India as compared to the developed markets is that it is treated as a luxury and consumed during festivities. China too consumes it as a status symbol. This is, however, not the case in Europe or the US that have made cognac part of their daily drinking or social occasions.
Taking all such challenges into account, Meukow’s strategy to tap into a new market is to educate the people involved in the industry with a marketing plan based on experience to help the consumers understand or discover the unique qualities of cognac. “We are establishing further cooperation with mixologists, organising tastings and working with influencers to demonstrate how cognac can be served for any occasion and appreciated for any taste,” Francois says. The challenges lie in not only raising awareness and changing old mindsets, but conquering a premium and young market, which is much in itself a worthy adventure.
Best way to drink
Meukow Cognac The best way to drink cognac depends on the experience you are looking for, or the occasion. The traditional way to experience Meukow Cognac is to drink it straight from the tulip glass to appreciate the great aromas of the drink. It is also wonderful on the rocks or in a well-made cocktail where the taste of the cognac is perfect to elevate other flavours. During his visit to India, Philippe Coste asked one of the best bartenders he met to revisit the Meukow Sour with ‘masala’. It’s certainly recommended!
Future Prospects
According to both Francois and Philippe, the Indian market for cognac and other premium spirits is very promising mainly due to the young population and the nature of people drawn to luxurious and heritage brands.
For Meukow, India is a key and important region in its quest for global development. As such, the company is investing into brand awareness, collaborating with premium locations and providing opportunities that integrate the stunning legacy of cognac within the Indian palate.