Seven Fifty Daily: What’s Driving the Growth of Calvados in the U.S. Market?

As Americans’ love for apples coincides with a rising appreciation for brown spirits, Calvados finds a new home in the U.S. market

Calvados is a traditional spirit dating back to 1800s France, but it’s experiencing exponential growth in the U.S. Photo Courtesy of Rogery Groulty Calvados.

In the U.S., cider is no longer enjoying the amazing growth of the past decade, but apples remain a perennial favorite among Americans. Meanwhile, the popularity of brown spirits continues unabated, expanding to embrace brandy as well. These two trends have collided to bring Calvados, France’s classic apple brandy, into more American homes and bars than ever before.

According to the Interprofession des Appellations Cidricoles (IDAC), Calvados exports to the U.S. grew 70 percent in 2021, and then repeated that feat again in 2022, making the U.S. the second largest export market for the apple brandy, after Germany. Numbers like these sometimes need to be taken with a grain of salt coming out of the topsy-turvy years of the pandemic and the global shipping crisis.

Nicolas Palazzi, the owner of PM Spirits, imports three Calvados producers, Roger Groult, Eric Bordelet, and Domaine du Tertre. According to Palazzi, importers are overstocked after bringing in extra product to protect themselves against shipping challenges, and he expects import volumes to level out. 

But Guillaume Drouin, the third-generation owner of Calvados Christian Drouin, feels the trend has legs. “Within the brandy category, apple brandy is doing very well,” says Drouin. “U.S. cider producers have started to produce apple brandy, and there are many more American apple brandies on the shelf than even just five years ago. Calvados is the historical apple brandy of the world, so hopefully it’s taking part in that trend.” 

On this point Palazzi agrees, noting that American drinkers have typically heard of the U.S. apple distillate Applejack at the very minimum. “Calvados, being the big brother of Applejack, being more complex by design, and being from a region where the name signifies something in terms of history, means it’s not as hard to sell when you already have that frame of reference.”

Indeed, the data suggests that this confluence of trends is driving a new wave of interest in Calvados among U.S. consumers and professionals alike.

From the Orchard to the Bottle

Normandy’s Calvados is one of the three classic brandies of France, alongside Cognac and Armagnac; it’s also the only one not made from grapes. The region’s history of producing apple- and pear-based spirits extends back at least five centuries, and the name Calvados came into use after the French Revolution. Production methods were formalized by the end of the nineteenth century, around the same time that Calvados rose in popularity across France, while its grape-based competitors struggled with the effects of phylloxera.

To make Calvados, apples are harvested and vinified as cider without any additions of gas, acid, or sugar, and the cider is then distilled and aged in wooden casks. A mix of apple types are permitted, but at least 70 percent must be bitter or bittersweet apples, and the rest classified as sharp or sweet; all are apple varieties that would otherwise be inedible to human palates.

Owner of Calvados Christian Drouin, Guillaume Drouin (pictured above) believes the sudden interest in Calvados spirits has staying power in the U.S. Photo courtesy of Calvados Christian Drouin.

The traditional Calvados orchard is planted with tall, high-stem trees, with fewer than 300 trees per hectare. Modern orchards are more densely planted with smaller, low-stem trees that are easy to manage and higher yielding, but are more work intensive. High-stem vineyards allow for cow pasturing and other uses among the trees. Many leading producers favor high-stem vineyards, and some use them exclusively.

Types of Calvados

Today, Calvados is made under three different appellations spread across Normandy and dipping occasionally into neighboring departments. The largest, Calvados AOC, makes up 70 percent of production, and is typically distilled in a column still; 35 percent of the apples must come from high-stem vineyards and the spirit must be aged for a minimum of two years. The Calvados Pays d’Auge is the oldest AOC, created in 1942. It’s a smaller area, has the same aging requirements, but is more stringent regarding apple sources, 45 percent of which must come from high-stem orchards. Calvados Pays d’Auge, uniquely, must also be double distilled in a pot still. While other Calvados can have substantial amounts of pears used in their production, Pays d’Auge limits pears to 30 percent of the fruit used.

In contrast, the newer, more southerly Calvados Domfrontais AOC, created in 1997, requires a minimum of 30 percent pears; the area is dominated by high-stem pear orchards. Calvados Domfrontais is produced using a column still and must age for at least three years before bottling; despite the longer aging requirements, the column still and high pear content typically yields a fresher, lighter style of Calvados.

All the Calvados appellations are open-minded regarding labeling rules, allowing age and quality statements on products that meet the given requirements. There is enough room within the regulations for producers to offer specialty products, so Calvados is able to keep up with trends found among other brown spirits. For example, Calvados can be aged in different types of vessels, such as older barrels left over from a previous generation, and bottled separately.

Christian Drouin has collaborated with distilleries such as Hine Cognac, Calle 23 Tequila, and Caroni Rum to use their barrels to finish Drouin Calvados bottlings. Drouin, Groult, and others have stepped outside the Calvados appellation to produce unaged apple brandies as well. Some producers have also introduced cask strength Calvados, bottled without being reduced back to 40 percent alcohol.

Small Producers, Small Environmental Impact

Compared to other French brandies, Calvados is well-suited to fit in with the craft ethos of America’s brandy scene, with a wide range of medium and small producers. “Calvados is still a very craft category,” says Drouin. “Even the bigger Calvados producers are very small compared to the Cognac or whiskey industry.” Calvados overall includes 8,000 hectares of orchards, making it just over a tenth the size of Cognac. Nonetheless, Calvados includes about three hundred producers, a greater number than in the more famous grape brandy region.

Drouin says Calvados’s green credentials also deserve to be better known. “We examined the carbon footprint of our company, and we calculated that every time we produce a bottle of Calvados, the equivalent of three kilos of CO2 is absorbed,” says Drouin. “So it’s probably the only spirit in the world which can show, without any effort, a negative carbon footprint.” According to the IDAC, Calvados orchards on average sequester 35 to 50 tons of carbon per hectare over a 25-year period, and the orchards also provide four times the habitat for bees and other pollinators than other field crops. 

Calvados is also seamlessly sustainable, requiring very little in the way of reducing the carbon footprint of the spirit’s production. Photo courtesy of Roger Groult Calvados.

That footprint is tied to the small volume produced per hectare—about one quarter that of grape brandy—and the biodiversity in the orchards, with cows grazing on the grass beneath the trees. In addition, the traditional, tall-tree orchards require no spraying. Workers visit the vineyards for pruning and harvesting, but little else; it’s very minimal interference compared to grain fields or vineyards, where tractors might pass through on a weekly basis. “It’s nothing new,” says Drouin. “It’s historical. We just have a protected way of production that’s sustainable.”

Calvados and American Cocktail Culture 

While the pandemic spurred more off-premise purchases of Calvados, Drouin says 70 percent of their sales go to on-premise outlets. Leanne Favre, the creative director of Leyenda and Clover Club in Brooklyn, says that as a spirits geek she enjoys Calvados neat at home, but that sales in the two bars are mostly in the form of cocktails. “It’s getting a lot more showtime in cocktails and on menus than I’ve ever seen before,” she says.

Favre adds that the wide range of styles available, from lighter, fresher examples to more aged expressions, means Calvados has a lot of different uses today, and needn’t be confined to autumnal, seasonal drinks. “It’s amazing how much range Calvados can bring to your menu when you start including it.”

More and more Calvados producers have been visiting the U.S. market and promoting their spirits, and Favre praises the Calvados industry for recent initiatives that have helped highlight the variety the category can offer. “You had forty different producers banding together; it really showed how dynamic the category can be, just like Mezcal,” she says. “It’s really worth it to try different producers and expressions.”

Commanders and Cocktails!

Welcome to COMMANDERS AND COCKTAILS!

Some folks know that before I was able to work full time in comics, I worked in a variety of jobs in the wine and spirits field. And the final one of those was for my good friend Nicolas Palazzi’s PM Spirits. Just COMMANDER IN CRISIS, PM works its ass off to be unique, to create trends rather than follow them, and offer craftsmanship and creativity in a field that has, at times, been known to stagnate. I wouldn’t be where I am, writing this, without the support of friends and employers like Nicolas.

So, I thought it would be fun to turn the tables and feature him and his crew below, offering some in-universe cocktail recipes to honor the heroes of the Crisis Command. In the paraphrased words of a greater power, when I left PM I was but the learner. Now, I am the master (well, or closer to it)! And either way, I’m happy to return the support with a feature here, and invite creatives from other fields into the world of the Crisis Command.

STEVE ORLANDO

Commanders in Crisis, Vol. 2

PRIZEFIGHTER

2oz Navazos Palazzi Malt or Corn Whisky
0.75oz La Quintinye Rouge Vermouth
0.5oz cherry liqueur
2 dashes Angostura Bitters
Barspoon Absinthe

Instructions:

Build in rocks glass over ice and stir briefly. Garnish with burnt blood orange peel.

SEER

2.5oz Neta Espadin Destilado de Agave
0.5oz La Quintinye Dry
Barspoon of olive brine
Pinch of salt

Instructions:

Build in mixing glass over ice and stir until cold. Strain into chilled cocktail glass and garnish with 3 green olives on a pick.

SAWBONES

2oz Père Labat Rhum Blanc 59%abv
4 dashes Peychaud’s Bitters
Sparkling mineral water

Instructions:

Pour Rhum into highball glass over ice. Stir briefly to chill. Top with sparkling water and bitters. Stir once again to combine. Serve without garnish. or Neat pour of Jacky Navarre Cravache d’Or Cognac

ORIGINATOR

1oz Nouaison Gin by G’Vine
0.75oz lemon juice
0.5oz Laurent Cazottes Folle Noire
0.5oz simple syrup
2oz sparkling wine

Instructions:

Build all ingredients except sparkling wine in a shaker and shake lightly to combine. Add sparkling wine to the shaker and strain into chilled cocktail glass. Garnish with a spring of fresh lavender.

FRONTIER

2oz Père Labat Rhum Blanc 40% or 59% abv - Choose your strength
0.5oz Laurent Cazottes 72 Tomatoes

Instructions:

Build in mixing glass over ice and stir until cold. Strain into chilled cocktail glass and garnish with freshly ground black pepper.

COCKTAIL CREDITS: David Yi-Hsian Dong and Nicolas Palazzi of PM Spirits.

The Best Cognacs to Stock in Your Home Bar

Don’t have a bottle of Cognac on your bar? You should.

Cognac—which is a type of brandy (we'll get to that)—has always had an unfairly snooty image. It’s the building block for the Sidecar and the original Sazarac—real down-to-earth cocktail classics. As a result of the French embrace of Black servicemen in World War II, they drank it often. Before it was getting shouted out by everyone in rap, from Tupac to Drake, Hennessy became the first spirits company to place ads in Ebony and Jet magazines. (It was also was omnipresent at my cousins’ weddings at Chinese banquet halls, where there was a bottle of Hennessy on every table, right next to a two-liter of 7-Up for mixing.) Cognac has history, and it's not just pinched-face old white guys in smoking jackets swirling snifters, is what I'm saying. So yes, while you can easily shell out thousands of dollars for aged Cognac in Baccarat crystal, there are great bottles at every price point.

Best Bang-For-Your-Buck Cognacs

Paul Beau VSOP

None of the Cognacs in this category are what you would call cheap, but the idea here is value. “Paul Beau VSOP is an exquisite spirit that sells for around $60, but what makes it a great value is that this VSOP is really an average age of 15 years old,” says Thorn. “This could be labeled as an XO, which would typically fetch at least $100.”

Guillon-Painturaud VSOP Grande Champagne

Similarly, Guillon-Painturaud VSOP Cognac is also an average age of fifteen years old, far exceeding the VSOP designation. “Line Guillon-Painturaud produces on her family’s 18 hectare estate, and she is one of the few female master distillers in Cognac,” Thorn says. “Her Cognacs are elegant and fruit forward, and they are ridiculously good value considering the ages that are in the bottles.”

Navarre Vieille Reserve

“Navarre Cognacs are such a treat. Jacky Navarre is a fourth-generation distiller, and his production methods are slow and old-school. He hand-harvests the grapes, distills in small batches, and does not reduce with water, but instead allows reduction to take place only in barrel over time. The average age is 40 to 50 years old. Navarre Vieille Reserve is around $250 retail, and it is worth it.” —Kellie Thorn

Our Favorite Bottles to Give (and Receive)

Eleven writers, spirits experts and bartenders pick the one bottle under $75 they'll be gifting this year.

Over the course of the year, we’ve asked a number of sommeliers and retailers to weigh in on the wines we ought to be drinking—orange wines, summer wines, quarantine wines. We even compiled a list of our favorite cocktails, the ones we turned to time and again to keep us sane in the depths of isolation. But now, as the annual tidal wave of gift guides is upon us, we thought we’d check in with our team and our favorite spirits connoisseurs to see how they’ll be tackling their holiday gifting this year. The question was simple: What is the one bottle you’ll be giving—and would be very excited to receive—under $75. Here’s what they had to say.

R. Navarre Pineau des Charentes Vieux

Navarre Blanc Pineau des Charentes Vieux

This pineau has been aged for an impressive 30 years, leading to complex notes of honey, raisin, almond and even a hint of mushroom. It’s such a versatile spirit, which can be enjoyed neat as an aperitif or digestif, or a splash can be added to a classic Martini or a glass of brut Champagne. [BUY] —Paul McGee, co-owner, Lost Lake

Ten Outstanding Cognacs That You Have Probably Never Heard Of

Cognac is one of the world’s great spirits. Its history dates back almost four centuries. Its presence in the U.S. goes back almost as long. It has been intimately intertwined with American history. George Washington was a fan. He drank it in his camp during the Revolutionary War and served it to his guests at the first Presidential Inauguration.

Cognac was the basis of most cocktails in the U.S. long before bourbon became the quintessential American spirit. Cherry Bounce and Fish House Punch, two popular drinks during colonial times, both featured Cognac. The original recipe for that classic American drink, the mint julep, was also Cognac based. The bourbon version did not appear till the late 19th century. The first American book of cocktail recipes The Bartender's Guide, by Jerry Thomas in 1862, mostly featured Cognac based drinks…

…France has hundreds of Cognac producers. The four largest producers, however, account for 90% of the U.S. market—Courvoisier (Beam Suntory), Hennessy (LVMH), Martell (Pernod Ricard) and Rémy Martin (Rémy Cointreau).

Most Cognac producers do not export to the U.S. market. Bottling Cognac to meet U.S. bottling requirements, 750 ml versus 700 ml bottles, is expensive and burdensome. Finding a U.S. distributor is difficult, especially given the relatively small volumes that they produce. That’s a pity, because most Cognac enthusiasts have little opportunity to taste the wide range of Cognacs produced in France.

Recently, I asked Max von Olfers for his recommendations of outstanding Cognacs that are relatively unknown in the U.S. Max, along with his sister Sophie, runs Cognac-Expert.com, a Cognac based mail order supplier of Cognac to consumers worldwide. The website features more than 1,000 Cognac expressions, that’s easily 10 times more than even the best stocked U.S. retailer would carry.

Below are 10 recommendations from Max, plus a couple of my own, of outstanding Cognacs. They range from relatively common, at least in Cognac, to quite rare. Price wise they range from under $100 to over $5,000 a bottle. All bottles are 700 ml. Max’s comments are below (in italics), followed by my comments.

Navarre Cravache d’Or - $110
Cognac Navarre Cravache D'Or

Cognac Navarre Cravache D'Or

I love this cask strength Cognac. Non-chill filtered, not colored or boiséd. No water is used during the aging process, and all the grapes are hand-harvested—this is the ultimate in artisan production. This Cognac explodes with aroma and has an evolving floral palate that’s so typical of a Grande Champagne eau-de-vie, 45% ABV, 90° proof/cask strength.

Boisé is a syrup produced from a mixture of Cognac, sugar and wood chips. It’s made by macerating, and sometimes boiling, oak chips with lower-proof spirit. The process extracts color from the oak chips and when sugar is added produces a concentrated syrup. When added to young Cognacs, it can make the spirit look and taste older than it is. The addition of boisé to Cognac is quite common among producers and is permitted by the regulatory body, the Bureau National Interprofessionnel du Cognac (BNIC).