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SPIRITS<br />
SUCCESS STORY<br />
THE FAMILY AT CHÂTEAU GARREAU<br />
delicious cocktails, particularly with the Blanche<br />
Armagnac and the Bouquet de Vie. But it can also<br />
be enjoyed as an aperitif, neat or mixed, with food<br />
or of course as an after-dinner drink to savour the<br />
more concentrated aromas of a mature vintage for<br />
example. “Armagnac is drawing increased interest<br />
from connoisseurs”, adds Garreau-Caillaud. “It<br />
deserves its success and more, this is only the beginning.<br />
Its boutique scale, with just 2,500 hectares of<br />
vines on-stream, its artisan production methods, its<br />
rich array of aromas, its multiple drinking occasions<br />
and, so far, its excellent value for money, should<br />
prompt further interest still. My generation and the<br />
next one are working hard to rejuvenate its image<br />
by marketing products that are suited to different<br />
occasions, without neglecting the vintage offerings<br />
which are a part of our heritage and our traditions”.<br />
LÉGENDES<br />
BRANDIES WITH AN AUTHENTIC<br />
IMAGE<br />
WORK IN THE CELLARS AT CHÂTEAU GARREAU<br />
Rising above the restrictions and the preconceived<br />
ideas, spirits consumption has remained at a<br />
steady rate with a range of products that is now<br />
extensive. Armagnac, Cognac and gin still appeal<br />
to an audience that is looking for sophisticated<br />
drinks with authentic ingredients offering a sense<br />
of discovery. They can be enjoyed in many different<br />
ways – on the rocks, in cocktails, in long drinks or<br />
as an aperitif, an after-dinner drink or paired with<br />
food. “The craft movement, fuelled by mixology and<br />
Millennials, is driving consumer trends », stresses<br />
BNIC chairman Christophe Veral. “This approach<br />
is stoking their success. Over the past few years,<br />
consumers have been crying out for artisan products<br />
that showcase craftsmanship”. Since the pandemic<br />
in 2020, sales have started heading North again,<br />
mainly due to headway made in the off-trade. 2024<br />
is likely to see a general slowdown in the global<br />
economy which will have an impact on the spirits<br />
market. But a recovery of growth in the main categories<br />
of Armagnac, Cognac and gin ushers in fairly<br />
positive long-term prospects linked to the high standards<br />
of producers seeking to craft high-end spirits.<br />
78 WINTER 2023 • GILBERT & GAILLARD - THE <strong>FR</strong>ENCH EXPERTS ON WINE
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