Inked Magazine, Issue 3, 2025: Tattoos & Spirits, A Match Made in Culture Heaven

BY JOEY SKLADANY

It may be stereotypical to assume that a bartender in a dive bar will serve you a drink with an ink-adorned forearm, but the parallels between tattoos and alcohol have been drawn far generations, from drunken pirates to beer-slinging bikers. After all, the rebellious nature of knocking back libations and rocking permanent body art often go hand in hand. And for some spirit companies, tattoos are now a major component of the brand ethos.

In an oversaturated beverage industry where everything has been seemingly done before, there are a handful of businesses that have gone above and beyond, both past and present, to challenge marketing norms and redefine the connection they have with consumers, especially those who value the creativity and authenticity that transcend the liquor itself.

These are the three that continue to lead the pack, one sip and tattoo at a time.

Labels that Inspire

France-based L'Encantada Armagnac brandy took tattoo appreciation in a unique direction by commissioning artists to replicate their intricate sketches in label form.

Nicolas Palazzi, owner of PM Spirits and L'Encantada's U.S. importer, championed the idea and partnership after getting his first tattoo, which memorialized his daughter Jane's health struggles with epilepsy. This evolved into other symbolic designs and subsequent ink sessions, which then inspired the entrepreneur to extend this art form to the bottle through an annual tattoo series that features up-and-coming talent.

"Tattoos are very important to me. They are also, in my mind, a very 'American' thing. Here, it felt like we were bridging both cultures: making old-school French spirits cooler by bringing it some American flavor," Palazzi says, adding, "From a packaging standpoint, I associated the American flavor with tattoos."

This artistic endeavor has resulted in collaborations with the renowned Matt Adamson, who completed Palazzi's first tattoo, as well as Laura Leonello, who concocted a "Beacon of Hope" label in 2021 to capture life after the peak of COVlD-19.

What is Armagnac? Exploring Cognac’s Older Cousin

How Armagnac is Made

“Essentially, Cognac is more like Tequila, and Armagnac is more like mezcal in the way it’s produced,” says Nicolas Palazzi, owner of importer and distributor, PM Spirits, “but not in flavor [although it can occasionally share similar notes with the agave spirit].” Armagnac is a bit more artisanal in nature, and every producer creates a product to their own proof and style making it a fan favorite for spirit nerds.

Armagnac is allowed to use 10 grape varieties in production, but typically only use four: Ugni blanc, Baco, Folle Blanche, and Colombard; whereas in Cognac they use around 99% Ugni blanc. More variety in the raw material allows for Armagnac to express a diversity in flavor that Cognac cannot. When you also consider the terroir — the soil, climate, and hand of the maker — Armagnac truly distinguishes itself in character.

“There is something really interesting in picking grapes and making a product that has a true personality and seeing that product at a stage where it hasn’t become a very popular spirit [like Cognac] that has been modified to try to appeal to the general public,” says Palazzi. “Armagnac is very terroir-driven, it feels like you can connect with the history of the land and its rich history.”

In terms of distillation, 95% of Armagnac production is distilled with an alembic column still, whereas Cognac has to be pot-distilled, Palazzi notes. “Some are using pot still as well,” he says, although it’s a rarity.

After being distilled, the liquid is typically aged in 400-liter French oak casks — typically local, Gascony oak — and is then classified as VS, VSOP, Napoleón, or XO (Hors d’âge), depending on how long it has been aged for, with XO being the oldest age statement meaning the distillate has seen a minimum of 10 years in the cask. It’s also common for Armagnac producers to release vintages, like wine, but this will be more of a rarity as the category continues to rise in popularity.

After aging, the Armagnac is either bottled at cask strength, or proofed down. “The reason why Cognac is typically 40% ABV is to stretch out the amount they’re able to produce because of the demand,” Palazzi notes. “In Armagnac, you’ll find more full-proof bottling because they aren’t under the pressure of hitting numbers so they can focus on creating the best product possible [regardless of proof].” This means that each bottle will have its own distinct character, which isn’t always the case with other brandies.

Some producers to note are: Domaine Boignères, Château de Pellehaut, Domaine Espérance, Domaine d’Aurensan, but there are many others creating exceptional brandies as well in the region.

READ/LISTEN HERE

Cobrafire Eau-de-Vie de Raisin

An unaged blanche (white) Armagnac produced in the Bas Armagnac sub-appellation. It’s an undiluted, unadulterated expression of exactly what a French brandy should taste like. At 51.5% ABV, it’s also begging to make it into your next Martini.

PM Spirits VS Bas Armagnac Overproof

Importer PM Spirits teamed up with renown production house, Domaine Espérance, to release their own label of VS overproof (51.7% ABV) Armagnac. For the price you’ll pay, it’s an absolute steal and must-try.