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.

vinepair: Tequila Isn’t the Only Spirit to Use Additives. Why Aren’t We Talking About the Others?

WORDS:SUSANNAH SKIVER BARTON

Spirits additives have been in the news a lot lately, almost solely in relation to tequila. A clash between the independently run Additive Free Alliance and the Consejo Regulador del Tequila (CRT), tequila’s regulatory body, has chilled the growing movement for transparency in the category, and currently, per the CRT, no brands may legally discuss use or non-use of additives — which are legal — on their packaging or in their marketing. The stalemate seems likely to continue without a satisfying resolution unless and until the regulator and the industry can reach a compromise.

Meanwhile, many other spirits use additives, too, almost always without explicit disclosure: Cognac, rum, Scotch, and many more. Sometimes they employ caramel coloring to make a brand appear consistent from batch to batch, or to give the impression of greater cask influence. They may add sugar to sweeten a spirit or impart a rounder, more pleasing mouthfeel. Other additives can mimic the impact of prolonged oak aging, or layer on flavors to simulate more complexity.

The conflict in tequila has cast the issue of additives in black-and-white terms. For many spirits enthusiasts, additives are seen as deceptive, a way to cheat the natural processes at play in fermentation, distillation, and maturation. But that binary framework isn’t the only way of understanding the issue.

“Additives are not necessarily bad,” says Nicolas Palazzi, founder of PM Spirits, which imports tequila, rum, Cognac, and other spirits. “Yes, most of the time the product is subpar and therefore to make it more palatable … you need to put makeup on it.” But, he explains, there are other examples when using additives “makes a better product.” The key difference, Palazzi says, is “the way they’re used and why they’re used.”

Examining the legacy and tradition of additives across the spirits world can shed some light on the debate, even as it remains largely unsettled. The core issues at play — transparency and consumer choice — aren’t going away. And potential solutions could take a number of forms.

Whiskey’s History of Additives

Additive use in spirits was historically quite common. In the 19th-century United States, rectifiers added everything from prune juice to turpentine to their “whiskey” — often badly made or unaged spirit — to make it appear older or taste better. The practice directly led to the passage of the Bottled-in-Bond Act of 1897, which set the first standards for truth in labeling and made it clear to consumers that the whiskey in the bottle was unadulterated. Today, bourbon and other straight whiskeys are not allowed to contain any additives. Non-straight whiskeys and blends, including blends of straight whiskeys, may include up to 2.5 percent allowed coloring and flavoring materials without disclosure.

These are settled questions of law, and for the most part, whiskey drinkers aren’t clamoring for more information from brands — although there was a period, circa 2014–2015, when added flavoring in Templeton Rye became a flashpoint for what was then a new conversation about transparency in whiskey. A commentator named Steve Ury wrote a blog post at the time digging into whether ryes that did not include a “straight” designation might include added flavor. The exercise is still valid a decade, and many dozens of other brands, later, but doesn’t seem to stir up much conversation currently.

The additive that many drinkers do want to know about is caramel coloring, which is widely permitted outside straight American whiskey, including in heavily regulated categories like Scotch. It’s almost a guarantee that every blended Scotch, Irish, and Canadian whisky includes caramel for consistent color, as do many single malts and premium offerings, but there’s no requirement for disclosure. Still, some brands now tout “no added color” as part of their labeling and marketing — often alongside “non-chill filtered,” a Bat Signal for whiskey connoisseurs who believe the common practice has a negative impact on a whiskey’s flavor.

The Wide World of Rum Additives

Rum can contain caramel coloring, too, and often many other additives, though it is not a total free-for-all everywhere. Several rums are made under the rules of an established geographical indication (GI), including Jamaican, Cuban, and Demerara rums, as well as rhum agricole. GI-regulated rums typically eschew most additives, with the exceptions of caramel coloring — which is broadly permitted — and sugar, which several GIs allow. A major exception is the GI for Venezuelan rum, which allows “caramel, fresh or dry fruit macerations, bark, maceration of oak chips, and other approved substances.”

“If a brand puts that level of transparency and disclosure out there and the enthusiasts like it, they’re going to tell their friends. [They may be] half a percentage of your business, but they’re the ones talking to bartenders and bar managers.”

Beyond GI regulations, rum producers only have to work within the constraints of their permitting authority and those of the places they export to, which broadly means additives of all kinds may be used. Sugar is perhaps most common, not only because there’s historical precedent for it in many rum traditions, but because it’s widely favored by consumer palates.

“They’ve been [adding sugar] for hundreds of years,” says Matt Pietrek, rum expert and author of several books, including “Modern Caribbean Rum.” “Not in any attempt to deceive people; it’s more like, this tastes good and people like it.”

Palazzi agrees. “Most of the rums that people like are sweet, because they’re sweetened,” he says. “A lot of people feel that if the rum is dry there’s something wrong with it.”

Though Pietrek notes that he prefers dry, additive-free rums, he’s in favor of letting each producer make the rum they want. And he’d love to see producers across the rum world adopt some kind of transparency measure, like nutritional labeling, to give consumers more information about what’s in the spirit.

“Consumers can vote with their dollars,” he says, pointing out how Planteray includes a host of detailed information on the label, including how much dosage (added sugar) it includes. “Great! Literally any producer can do this.”

A Legacy in Cognac

For Cognac, in addition to caramel coloring, there’s a long tradition of adding both sugar and a substance called boisé, sometimes described as oak extract. All three additives may be aged before being blended with the spirit, though they aren’t necessarily. The use of boisé dates back to at least the 19th century and is rooted in what Amy Pasquet, one half of the husband-and-wife team at Cognac Pasquet, describes as a “waste-not, want-not” mentality. After distilling the spirit, wood chips left over from coopering were put into the still with water, their tannins serving to strip the interior of gunk. That liquid, rich with woody flavors, was then used to proof down the aged Cognac.

“Instead of saying we don’t add anything, we say everything is natural. Whiskey people really want that on the label.”

Nowadays, most boisé is produced commercially rather than in-house, and it’s likely widely employed in the leading houses. Many experts say boisé is not just an imitation of maturation. Ury, who shifted his attention from whiskey to brandy many years ago and now runs the Facebook group Serious Brandy, notes that it “may well be responsible for a lot of the rancio notes that people favor in Cognac.”

Although there are several independent, small Cognac houses — like Pasquet — that don’t use boisé or other additives, the substance’s longstanding legacy is respected by many connoisseurs like Ury. “It’s not as if [brands using boisé] are scam artists or something — it’s just a different way of doing things,” he says.

The rise in openly additive-free Cognac is relatively recent, spurred by whiskey enthusiasts migrating their attention to French brandy. Though it once made its own boisé, Pasquet stopped using additives in 2011; labels now state that the Cognac is hand-bottled, non-chill filtered, non-dosed, and natural color. “Instead of saying we don’t add anything, we say everything is natural,” Pasquet explains, noting that the brand’s German importer encouraged the labeling disclosure. “Whiskey people really want that on the label.”

Pasquet and its ilk represent a tiny fraction of overall Cognac volumes, but consumers’ desire for more information has penetrated even the big houses. A cohort of industry players that includes the likes of Hennessy, Rémy Martin, and Martell have agreed to voluntarily disclose ingredients, excluding boisé, on their labels or via QR code going forward. (VinePair reached out to the Bureau National Interprofessionnel du Cognac, the industry’s trade group, for clarification on why boisé is not included but has not received a response.)

How Many People Really Care, Though?

In spite of the furor of the additive debate among spirits enthusiasts, the issue isn’t even on the radar for the vast majority of consumers. “The people who really care are going to look for transparency and how the product is made and whether there are additives,” says Palazzi. “But there’s a lot of people who couldn’t care less.”

The average Hennessy VS drinker isn’t checking the label to see if there’s added sugar. Captain Morgan fans, if they stop to think about it, would likely accept without hesitation that the rum is full of flavoring. Only the hobbyists, those who self-identify as geeks, are concerned about whether their whiskey or brandy or rum has caramel coloring.

But although this group is a small minority, it’s often quite vocal — and usually willing to spend more on a bottle than the casual drinker. To a brand looking to cultivate that kind of engaged customer, playing up additive-free status can be a savvy marketing move.

“If a brand puts that level of transparency and disclosure out there and the enthusiasts like it, they’re going to tell their friends,” Pietrek says. “[They may be] half a percentage of your business, but they’re the ones talking to bartenders and bar managers. If you give them what they want, they will be your de facto brand ambassadors.”

And eventually, the movement that starts among the geeks can ripple outward. “Twenty-five years ago, no one cared about caramel in Scotch — that wasn’t a thing,” Ury says. Then enthusiasts started questioning the practice. “It was consumer-driven and you started seeing bottles saying ‘no coloring added,’” he says.

So even though the issue is moot for the majority of consumers, spirits brands still have to address it if they care about their most engaged fans. The conversation ultimately boils down to the broader issue of transparency, which has driven much of the consumer conversation in food and drink in the past few decades. People want to know what they’re putting in their bodies, and when brands don’t disclose that, mistrust can grow.

Piecemeal efforts from individual brands can be a workable approach, if they’re allowed to share information openly — something every category can currently do except for tequila. Potentially more effective are industry-wide moves like the one taking shape in Cognac. But the biggest game-changer would be mandated reporting from regulatory authorities like the Alcohol and Tobacco Tax and Trade Bureau (TTB).

The agency is currently considering a proposal to add certain nutrition facts to alcoholic beverages, similar to those found on food, including major allergens and calories per serving. But it stops short of requiring an actual ingredients list, and any public rollout is likely years away, if it ever occurs at all. For now, consumers looking for full transparency about a given spirit are largely at the mercy of individual brands. Those that talk openly about ingredients like additives serve as an example to others.

“I would love to see more transparency in Cognac,” Pasquet says. “We work for that day and night.”

BBC: 'Is it for a day or four years?' Tariff uncertainty spooks small businesses

Donald Trump's talk of applying new tariffs to goods from America's biggest trade partners has sparked months of uncertainty for business owners.

On Saturday, the president made good on his threats, ordering a new 25% tax on shipments from Mexico and Canada and raising existing tariffs on goods from China by 10%.

But that has not stopped the questions.

"Is it for a day, is it a political flex or is it something that will last for four years?" asked Nicolas Palazzi, the founder of Brooklyn-based PM Spirits. He runs a 21-person business that imports and sells wine and spirits, about 20% of which come from Mexico.

Trump's orders set in motion threats that the president has discussed for months, striking at shipments from America's top three trade partners, which together account for more than 40% of the roughly $3tn goods the US imports each year.

Canadian oil and other "energy resources" will face a lower 10% rate. But otherwise, there will be no exceptions, the White House said.

Trump said the tariffs were intended to hold Canada and Mexico accountable for promises to address illegal immigration and drug trafficking.

The measures go into effect on 4 February and are to remain in place "until the crisis is alleviated," according to the orders.

If the plans were not a surprise, they still presented a potentially stunning blow to many businesses, especially for those in North America. The three countries have become tightly linked economically after decades of free trade under a treaty signed in the 1990s, known then as Nafta and updated and renamed under the Trump administration to USMCA.

The growth of mezcal in the US, brought in by businesses like Palazzi's, has been part of this shift.

Since 2003, consumption of tequila and mezcal has roughly tripled, increasing at a rate of more than 7% each year, according to Distilled Spirits Council, a trade group.

Overall since the 1990s, trade in spirits between the US and Mexico has surged by more than 4,000% percent, said the organisation, which issued a statement after the president's announcement warning that the tariffs would "significantly harm all three countries".

For months, Palazzi has been fielding nervous questions from his suppliers in Mexico, who are typically small, family owned businesses and may not survive if the tariffs are prolonged.

If it sticks, he said the 25% tax on the bottles of mezcal, tequila and rum he brings in will push up prices - and sales will drop.

"Definitely this is going to impact the business negatively. But can you really plan? No," he said. "Our strategy is roll-with-the-punches, wait and see and adapt to whatever craziness is going to unfold."

Economists say the hit from the tariffs could push the economies of Mexico and Canada into recession.

Ahead of the announcement, Dan Kelly, president of the Canadian Federation of Independent Businesses, described the looming tariffs from the US, and expected retaliation, as "existential" for many of his members.

"Look, we get that the government has got to respond in some fashion …. But at the same time we urge the government to use caution," he said, comparing tariffs on imports to chemotherapy: "It poisons your own people in order to try and fight the disease."

"It's going to have an effect everywhere," said Sophie Avernin, director of De Grandes Viñedos de Francia in Mexico, noting that many Americans own Mexican alcohol brands and Modelo beer is actually owned by a Belgian company.

Trump, who has embraced tariffs as a tool to address issues far removed from trade, has dismissed concerns about any collateral damage to the economy in the US.

But analysts have warned the measures will weigh on growth, raise prices and cost the economy jobs - roughly 286,000, according to estimates by the Tax Foundation, not including retaliation.

Those in the alcohol business said the industry had already been struggling to emerge from the shadow of the pandemic and its after-shocks, including inflation, which has prompted many Americans to cut back on dining out and drinking.

Smaller firms, who typically have less financial cushion and ability to swallow a sudden 25% jump in cost, will bear the brunt of the disruption.

"I'm pretty frustrated," said California-based importer Ben Scott, whose nine-person business Pueblo de Sabor brings in brands from Mexico such as Mal Bien and Lalocura.

"There's just a huge cost that's going to affect so many people in ways other than they're paying a couple bucks more for a cocktail, which doesn't sound like a tragedy."

Fred Sanchez has spent years pushing to expand his business, Bad Hombre Importing, a small California-based importer and distributor of Mexican agave-based spirits like Agua del Sol, and was recently working on deals in New York and Illinois.

But his potential partners started hesitating as Trump's tariff talk ramped up last year.

Now, instead of expanding, he is contemplating selling off his stock of liquor and possibly shutting down. He said he had little capacity to absorb the jump in costs and saw little scope for raising prices in the current economy.

"25% is just not something that we can realistically pass onto the consumer," he said.

Sanchez said he believed that Trump might be using tariffs as a negotiating tactic, and the tax could be short-lived. Still, for his business, damage is already done.

Everyday Drinking: Is Calvados Finally...Sexy?

I've been telling you about my favorite apple brandy for years. Maybe during our Brat Summer you'll finally embrace it. Plus: 15 bottle recommendations!

JASON WILSON

JUN 27, 2024

About a decade ago, a research study was published suggesting that apple consumption improved women’s sex lives. Researchers divided study subjects (more than 700 Italian women aged 18 to 43) into two groups: Those who ate apples on a daily basis and those who averaged less than one apple per day. The daily apple eaters scored much higher on the Female Sexual Function Index, which measures factors including desire, arousal, and satisfaction. According to the study, there’s evidence that apple consumption could be “related to better sexual quality of life.”

I mention this study today because, for more than a decade, I have attempted to convince more people to try Calvados, the exquisite apple brandy from Normandy—with rather limited success. I first tried, in the late aughts, in the Washington Post (twice actually). In the mid-2010s, I made my pitch at Tales of the Cocktail. In 2018, I tried to elevate Calvados with my critical eye at a highbrow wine magazine. I even put in a good word for it in my 2019 book, The Cider Revival. Of course, I’ve held forth extensively on Calvados here at Everyday Drinking.

So far, if I’m being totally honest, none of it has really moved the needle for my beloved apple spirit. Everyone loves Calvados when I pour it for them, but in general, it still remains out of the mainstream.

Sex, on the other hand, sells. And so, I begin my annual pitch for Calvados by highlighting the scientifically studied apple-sex correlation. To wit, a bottle of Calvados is made from about 15 pounds of apples. I’m not saying you’ll want to rethink your date-night drink of choice. I’m simply confident that my readers are people who believe in science.

In any case, now would be a perfect time to dive into Calvados, especially at the top end. There’s honestly never been a more exciting time to be a fan of apple brandy from Normandy. Recently, the Interprofession de Appellations Cidricole (IDAC) launched an expensive “Drink Calvados” marketing campaign with an early aughts indie sleaze vibe that might fit with the hot, trashy Brat Summer aesthetic we’re now experiencing.

Over the past few months, I have tasted a string of very exciting Calvados expressions from benchmark producers such as Roger Groult (18-year-old single cask), Christian Drouin (17 year-old, finished in Caroni rhum barrel) and Domaine du Coquerel (24 year-old-single cask).

But perhaps the most-awaited new bottles come from a collaboration between French spirits expert Alexandre Vingtier and importer PM Spirits. Vingtier selected three exceptional Calvados casks, a 12-year-old from Domaine Olivier, a 26-year-old from Domaine du Coquerel, and a 45-year-old from Cave Normande.

Vingtier is publisher of French rum magazine, Rumporter, and he writes for La Revue du vin de France, the leading French wine magazine. On my last trip to Cognac this winter, Vingtier and I spent an evening at his home, tasting through more than 30 brandy samples, including a dozen Calvados cask selections—a preview of what’s to come in the near future.

Born in Normandy, Vingtier insists that his native brandy ticks all the boxes that contemporary spirits geeks desire. “It's a very unique spirit,” he says. “It’s mostly sourced from small farms and distilleries, with little to no artificial fertilizers, the fruit of a very well balanced ecosystem with cow and horses living next to the trees. It's kind of the French mezcal, as some production is commercial but still a lot is family-produced for personal consumption.”

He’s convinced that Calvados is ready to be discovered by a worldwide audience. “Think mezcal in the 1990s,” says Vingtier. “Most of Calvados is not released internationally. Most small producers sell directly to consumers on their farm. So many terroirs and expressions have almost never been released. Especially single casks and cask-strength. Have even a hundred Calvados ever been bottled as single cask or cask-strength so far? I doubt it.”

Clockwise from left: Alexandre Vingtier; PM Spirits Collab Calvados; Domaine du Coquerel; Still at Cave Normande; Domaine Olivier; In the orchard; Pears at Cave Normande.

Palazzi of PM Spirits is a veteran of trying to sell expensive French brandy to Americans. But he sees something special in Calvados. “To me, Calvados is the last frontier of French brandy, as close as it gets to pure expression,” he says. “It talks to your ‘soul.’ It is not made to please anyone, it is not made to hit specific notes. It hasn't been altered by the large brands or conglomerates.”

Now is the time to jump on the Calvados bandwagon. Below are notes on nine top expressions, followed by a half-dozen value selections that are great introductions to the spirit.

Calvados Is Calling

PM Spirits Collab - Alexandre Vingtier Selections 12 year Calvados ($155)

Single cask distilled and aged at Domaine Olivier, a top producer in Domfrontais, known for its pear ciders and pear-based brandies. This 50/50 blend of apples and pears come from 30-year-old organic apple orchards and pear trees more then 200 years old. Aged 12 years in French barrique, and it delivers incredible complexity at such a young age. Dark amber, aromas of gingerbread, pineapple pastry, dark chocolate, molasses, and flavors of tropical fruit, membrillo, maple syrup, pepper, licorice, with a long nutty, balsamic, and kirsch-like finish. (47.9% abv)

PM Spirits Collab - Alexandre Vingtier Selections 26 year Calvados ($230)

Single cask distilled at Domaine du Coquerel from 95% apples and 5% pears from an orchard with 50-year-old trees. Complex nose of burnt orange peel, grilled apple, tobacco, hay, roasted nuts, with rich rancio notes throughout. On the palate it’s bold and fiery (bottled at 57.1% abv, super high for Calvados). Balanced by nuttiness and spice, as well dessert notes of tarte tatin, dates, and crème caramel, with unique, floral finish that lingers and lingers. Very distinct spirit that belies Calvados’ rustic roots.

PM Spirits Collab - Alexandre Vingtier Selections 45 year Calvados ($500)

Remarkably rare single-cask distilled at Cave Normande, made from a 50/50 blend of apple (15 varieties) and pears (12 varieties) from an orchard with trees ranging from 20 to 200 years. Nut brown in color, redolent of rancio: by turns sherry-like, rum-like, with beautiful aromas of antique furniture varnish, candied orange, and black tea. On the palate, there’s honeyed and dried fruit notes—fig, membrillo—spices and chocolate, and miles-long finish of grilled apple, almond paste, and cigar smoke. Imagine a Calvados with hair on its chest, wearing gold chain, and possibly driving a Corvette.

Roger Groult 18 Year Old ($100)

Show me an 18-year-old spirit, in any category, that offers better value than this. Expressive nose, at first full of carmelized apple, then candied citrus, then finally crisp apple peel, herbs, and autumn leaves. Silky and expansive in the mouth, balanced by juicy freshness, baking spice, and mouthwatering acidity at the midpalate. The long, earthy finish is a savory swirl of russeted apple skin, fruit leather, espresso, and wet stone that’s unique for a brandy of this age. (41% abv)

“Value” Picks Under $100

Everyone defines value differently. With prices continuing to rise, these days $60 is as low as I would go for quality Calvados—one that I would enjoy neat rather than use in a cocktail. Is $60 to $90 a value? I guess it all depends on your definition. When I look at categories like tequila, mezcal, rum, or whiskey, I’d say it’s comparable. Remember: An $80 bottle of spirits contains a little more than a dozen two-ounces pours. That’s roughly $6.67 per pour. How does that compare to what you pay for a middling spirit at your local bar?

Roger Groult 8 Year Old, Pays d’Auge, $80

This 8-year-old bottling is a reminder that Calvados doesn’t always need decades of aging. Intense nose, with baked apple, mulled spice, and sandalwood. But in the mouth it’s fresh and juicy, with ripe and crisp apple notes, and a creaminess at the midpalate. Notes of cardamom, cinnamon, and peppercorn throughout that slides into a long finish. Always a good, value introduction to Calvados. (41% abv)

Bloomberg: Your Next Investment Bourbon Should Be a Brandy

Illustration by Nico H. Brausch

By Christopher Ross

June 18, 2024 at 6:27 AM UTC

Bourbon collectors, I feel your pain. What was once a niche hobby for booze geeks has become a forbiddingly expensive and competitive endeavor, what with the annual Pappy Van Winkle lotteries (and heist) and secondary markets where a $2,000 bottle of 20-year Eagle Rare can leap to $14,000 in just five years.

Still, if you love the hunt for artisanal, rare spirits, have you considered pivoting from grains to grape? The warmth and woodsy flavors of single-barrel, full-strength cognac and Armagnac can closely resemble the taste of bourbon, at a more attainable price point.

“Folks who’ve had the opportunity to taste these bottles notice, wow, there’s that concentration, that similar profile of combining fruit and structure from the wood,” says Greg Faron, co-founder of new importer Bien Élevé in Washington, DC. Some vintage brandy can compare in flavor to glut-era bourbon, he says, referring to the 1970s-to-early-’90s period when distillers cleared out older, languishing whiskey stock under younger labels.

Bien Élevé joins established importers PM Spirits and Charles Neal Selections—plus upstarts such as Bhakta Spirits, from the founder of WhistlePig whiskey—as part of an expanding network of bottlers and retailers working with aficionados to build a ground floor for collecting these complex liquors.

Their biggest obstacle? The French.

See, when it comes to investment bourbon, what’s most sought-after are single-vintage bottles, ideally single-barrel, bottled at cask strength—offering a premium of intensity and purity and rarity, traceable to a specific location and point in time. But that’s exactly the opposite of how French brandy is traditionally produced.

Distillers at major cognac houses such as Hennessy and Courvoisier believe the beauty of their craft lies in artful blending; they lock up eaux-de-vie (unaged spirit distilled from grapes) from hundreds of growers to do so. There are strict brandy-making rules around grape varietals, distillation and minimum aging time in oak barrels, but blending isn’t actually a prerequisite.

“I’m French, so I can say this: The French feel they are the guardians of a tradition, which makes them not innovate whatsoever,” says PM Spirits founder Nicolas Palazzi, one of the first importers to bring unblended, collector-bait brandy to the US.

The Cognac region, Palazzi says, is particularly disincentivized to put out the kind of artisanal spirits that US buyers are clamoring for. If a producer decides to set aside a barrel for aging as a vintage cognac, a member of the Bureau National Interprofessionnel du Cognac (BNIC) must be present for its sealing. To open that cask for any reason, including if it’s leaking or damaged, they need to pay for another inspector to come out and oversee the breaking of the wax seal.

Moreover, Big Brandy doesn’t see much long-term strategy in single-barrel bottlings, as it’s only able to achieve its current sales volumes by blending spirit from different casks; the ultrapremium $4,000 Rémy Martin Louis XIII may contain as many as 1,200 eaux-de-vie, some as much as a century old. There are precious few growers in Cognac who don’t sell to the mass-market houses.

Steve Ury, a well-known former bourbon blogger, takes a cynical view of the Kentucky gold rush, so he turned his gaze toward France. He says his steadily growing Facebook group, Serious Brandy, now counts more than 3,000 members. He says American buyers have had to train smaller brandy producers to fill that desire gap between collectors and the conglomerates.

“Their first instinct was, you blend everything, you water it down to 40%—that’s what people want,” Ury says. “And we had to go and say, ‘No, that’s not what we want. We want to see those barrels. Just put ’em in a bottle. We don’t need you to do anything else.’ ”

There’s casks all over the place, all over France, sitting in garages and sheds.

Cognac houses Pasquet and Grosperrin are among producers that have gotten the memo, as well as L’Encantada Armagnac, he says, which can be “very bourbon-like. It’s dark and oaky because they don’t do as much treatment to it, they just sort of leave it in the barrel.”

Reid Bechtle, a collector in Virginia, agrees. He was so enchanted when first tasting L’Encantada’s Armagnacs in 2015 that he and fellow members of his private whiskey club—1789b, which buys whole barrels of spirits—foresaw the untapped demand and purchased three on the spot. Now, he says, L’Encantada’s fame has grown, and its small-batch, orange-wax-topped bottles command such a cult following that it’s often impossible to find at retail. “What we used to buy for $60 is now $300.”

For your own collection, this month PM Spirits is releasing a L’Encantada discovery box ($211) featuring 200‑milliliter independent bottlings of brandy distilled by three different domaines over three different decades: 1999, 2001, 2012. Dozens of years in barrel reveal beautiful tertiary aromas of dried citrus, tobacco and resin.

Cognac Frapin, a family-owned producer founded in 1270, focuses mostly on traditional aged blends, but it, too, is coming around, with help from Palazzi. A 1994 vintage released in May is a first for the maison: single-estate, single-cask, full-proof. Balancing the richness of the wood with subtle orchard fruit, vanilla and leather, it costs $265. Only 500 bottles were made.

Similarly, Bien Élevé imported a single-cask 1967 Cognac Lheraud Bons Bois ($640), perfumed with exotic spice and dried figs and elegantly rounded on the palate. “It’s become more of a focus in France, finally, for single-barrel picks,” says Faron, the Bien Élevé co-founder. Just a dozen of the 132 bottles of the Lheraud Bons Bois were allocated to the US.

I wouldn’t be surprised if major producers started earmarking exceptional casks as well, given that collectible, traditional blends have stalled. The compound annual growth rate by volume of ultrapremium-and-above French brandy was down 2% globally from 2018 to 2023, compared with ultrapremium bourbon’s 22% growth, according to IWSR, a global beverage alcohol data specialist.

“With French brandy, the extraordinary and extensive histories—over 700 years for Armagnac alone—and the tremendous ageability of these spirits, arguably far greater than most whiskeys, should mean that the possibilities for finding great spirits are near endless,” says Nima Ansari, a buyer for Astor Wines & Spirits in New York who stocks about 20 bottles of boutique brandy. Cognac can age longer than bourbon or American rye because of a cooler climate and less char on what are usually older, larger barrels.

But the ultimate factor may be the love of the hunt. As in the early days of searching for bourbon “dusties” on liquor store shelves, there’s a sense of undiscovered treasure out there, if you know where to look and strike quickly when opportunities arise.

If a vineyard hasn’t presold all its grapes to a brandy house, some farmers might have their own spirits distilled for consumption among friends and family or as an investment. “Every farm is a potential producer,” Ury says. “There’s casks all over the place, all over France, sitting in garages and sheds.”

In other words, there’s a lot of potential boutique brandy out there—and it’s all rare. Consider: If an importer comes across the private stash of an elderly couple, buys it and releases 170 bottles, it might be all that family farm ever produces.

For collectors who get a thrill from acquiring a truly one-of-a-kind spirit, it’s tough to put a price on those bragging rights. At least for now, though, a couple hundred bucks ought to do it.

Liquor.com: The 11 Best Vermouths for a Negroni, According to Bartenders

Take the guesswork out of your vermouth choice with these expert recommendations.

ermouth is frequently a forgotten cocktail ingredient. When it comes to classic Martinis or Manhattans, it’s often overshadowed by the base spirit.

However, if you consider that the Negroni consists of equal parts gin, vermouth, and aperitivo, your choice of vermouth suddenly becomes more important.

“Vermouth is the often-overlooked instrument in the symphony of a well-crafted Negroni,” says Stevan Miller, the bar lead at Michelin-starred Esmé in Chicago. “It orchestrates a delicate dance between the boldness of the base spirit and the bitterness of your chosen aperitivo. Vermouth is a diplomat. It harmonizes the diverse elements at play.”

We consulted bar pros from around the country to share their preferred sweet vermouths to use in a Negroni. Try one of these recommended bottles for your next cocktail hour.

Best for a Dry Negroni: Navazos Palazzi Vermut Rojo

Robby Dow, bar director of Olivero in Wilmington, North Carolina, is excited by the emergence of sherry-based vermouths. This particular bottling, a favorite of his, is a collaboration between Nicolas Palazzi of PM Spirits and sherry broker Equipos Navazo.

“The duo serve as a guiding light for sourcing and importing some of the best products from around the globe,” says Dow. “This vermouth is no different.”

It’s a great choice for those who may have grown weary of the juicy, vanilla-forward Italian styles of vermouth, he says. “Navazos Palazzi Vermut Rojo comes across much drier and more savory with notes of juniper, anise, and coriander, with a subtle off-dry sweetness from the oloroso sherry,” says Dow. “These savory elements are a perfect marriage when stacked up next to Campari and a nice bold London dry gin.”

Decoding Cocktails's Substack: Podcast ep. 52: Nicolas Palazzi of PM Spirits

If we wouldn't drink it, we won't sell it.

Nicolas Palazzi is an engineer turned spirits importer. Originally from Bordeaux, France, he lives in Brooklyn, where PM Spirits (named for his father, Paul-Marie Spirits) is located.

Nicolas Palazzi

I first became aware of PM via a Roffignac cocktail I had in New Orleans at Peychaud’s Bar. It was PM’s blanche armagnac named COBRAFIRE and a raspberry shrub. It was a stunning drink, and isn’t the branding fantastic?!

Cobrafire – Blanche Armagnac

One thing Nicolas discussed during our conversation that I didn’t probe for more info on is aging additives. Even though additives are generally put into something to mask an inferior product or to speed up the process, Nicolas said there are instances where additives can be a good thing. He says a great B.S. meter for additives is, does this make the overall production process more or less expensive? You can read more about additives on PM’s blog.

Want more on Nicolas and PM? Their blog #DrinkLessDrinkBetter has a piece on his story called “Bordeaux to Brooklyn.” You can also find more in Vogue, Saveur, and The Agave Social Club podcast.

Distillery Nation – Sipping Success: Exploring Artisanal Spirits With Nicolas Palazzi

podcast ·Nov 29, 2023

In the latest episode of The Distillery Nation Podcast, featuring none other than Nicolas Palazzi, the mastermind behind Brooklyn-based PM Spirits. As the owner, importer, and wholesaler of some of the most exquisite spirits in the market, Palazzi takes us on a journey through the nuances of his craft in this captivating episode.

Ever wondered how someone finds their way into the spirited realm? Palazzi shares his fascinating journey, revealing the passion and determination that fueled his entrance into the spirits industry. From humble beginnings to becoming a prominent figure in the world of artisanal spirits, his story is nothing short of inspirational.

Choosing the right distributor can make or break a brand in the competitive spirits market. Palazzi provides valuable insights into this crucial aspect of the business, offering tips on navigating the complex landscape of distributor selection. For aspiring distillers and entrepreneurs, this episode is a treasure trove of practical advice on building successful partnerships that can elevate your brand to new heights.

PM Spirits is renowned for its discerning taste when taking on new projects. Palazzi delves into the criteria that guide PM Spirits in selecting the next venture. From the uniqueness of the product to the story behind it, learn what sets apart a project that aligns with PM Spirits' vision and ethos.

The episode is not just a conversation about spirits; it's a masterclass in entrepreneurship and the art of crafting exceptional libations. Whether you're a seasoned professional in the industry or an enthusiastic consumer eager to learn more, this episode promises to leave you with a newfound appreciation for the craftsmanship behind each bottle.

Tune in now to The Distillery Nation Podcast and join us as we uncork the secrets behind PM Spirits with Nicolas Palazzi. Cheers to a spirited conversation that will leave you craving the exquisite taste of artisanal spirits!

Vinepair: Boutique Cognac Producers Are Betting on Transparency and Innovation to Shake Up the Status Quo

There’s no dichotomy in spirits like Cognac. With a history dating back hundreds of years, the famed French brandy is led by gigantic legacy brands owned by multinational conglomerates. These companies source most of their eau-de-vie from thousands of growers within the Cognac AOC, maturing and eventually blending it into a portfolio of products that start with entry-level V.S. and often extend to limited-edition Hors d’Age (“beyond age”) offerings that can run thousands of dollars a bottle.

Almost all discussion of the category is driven by these leading houses, which tightly control the information they share and work closely with Cognac’s trade group, the BNIC (Bureau National Interprofessionnel du Cognac). Yet they’re curiously reticent about speaking to the press; of four major brands that were approached for this story, only one, Courvoisier, was willing to make someone available for an interview. Nicolas Palazzi, owner of PM Spirits, which imports boutique brand Frapin Cognac among others, calls the industry a “black box” of secrecy.

“There has been a lack of information and a lack of transparency from Cognac in general because it’s easier for business,” he says, explaining that baked-in ambiguity — part of the regulations governing Cognac production — allows blenders to incorporate a variety of liquids into their products without disclosing their ages, or if they use additives. “The less things are transparent, the more a brand can play around to meet the demand. There’s a reason why there’s no vintages on bottles—why no one tells you [the age].”

Though they dominate sales, the big houses aren’t the only players in Cognac. There are also estate distilleries, small-scale négoçiants (independent bottlers), and growers who hold back some of their distillate to sell under their own name. The volumes they produce are but a drop in the barrel, and many operate under the same veil of silence as the rest of the industry — no doubt because they rely on the success of the leaders to buoy the region’s fortunes as well as their own.

But the little guys are becoming an increasingly important factor in the equation of U.S. market sales. The spirits boom of the last two decades has yielded a crop of knowledgeable consumers who are curious, engaged, and on the lookout for unique products. They’re asking questions, demanding transparency, and searching for what’s authentic. Is the Cognac industry prepared to give them what they want?

The New Cognac Consumer

Cognac has been on a tear in the U.S. market over the past two decades, selling 9.28 million cases in 2022, compared to 4.15 million in 2012, and just 3.7 million in 2002, according to the BNIC. The bulk of that growth has come from a handful of brands: Hennessy, Rémy Martin, Courvoisier, Martell, and, more recently, D’Ussé. Luxury positioning, sophisticated marketing, and celebrity affiliations have contributed to this runaway success, as has the sheer volume that these big companies are able to execute as demand ramps up.

Alongside this growth has been an expanding base of engaged, curious consumers. “Knowledge [about Cognac] is much more democratized, distributed — all over the internet,” says Max von Olfers, co-founder of cognac-expert.com, an e-commerce site dedicated to brandy. When he and his sister, Sophie, started the website in 2009, “the big trend was what we would call ‘influencer Cognac’”—brands with celebrity partnerships, like Ludacris with Conjure Cognac or Jay-Z with D’Ussé. “Today’s trends were very far away — not even visible,” Olfers says, mentioning vintages, high proof, organic production methods, and single barrels as some of the buzziest topics his customers are now seeking out and discussing. “This connoisseur-ization of the Cognac world is really what changed in recent years.”

The trend was already underway when the pandemic began in March 2020. For the first few months, spirits purchase patterns tended to favor more established brands as people sought familiarity. But eventually consumers adjusted to virtual tastings and online shopping, and were back to exploring new-to-them brands and products. “Consumers were way more open-minded to spending money on new items in 2020 and 2021, and we definitely benefited from that,” says Guillaume Lamy, managing director for the U.S. arm of Ferrand Cognac, a brand whose releases, which include unique cask finishes and other atypical characteristics, tend to showcase an outsize level of creativity for the category.

During the early days of the pandemic, when people were reluctant to shop in person, retailers like Baytowne Wine & Spirits, in the Rochester suburb of Webster, N.Y., turned to the phone and social media to walk customers through their options. General manager James Pellingra says that the “new normal” allowed him and his staff to highlight the boutique and artisanal offerings the store stocks. “Because we were able to communicate in such a detailed way … you see some of the smaller producers that are extremely historic in the European market start to take over a little bit in the American market,” Pellingra says, citing Fanny Fougerat and Jacky Navarre as two top sellers.

The process was accelerated when Hennessy, which is far and away the largest Cognac brand in the world, fell victim to supply chain trouble and began to temporarily disappear from shelves. Pellingra says that at first Hennessy customers switched to D’Ussé; then, when D’Ussé began experiencing out-of-stocks, they looked to the store’s artisanal offerings.

It was a lucky break for the little guys. “We were able to fill the shelves of some retailers who were used to having the big four or five Cognacs but were not able to get them,” says Christine Cooney, co-owner of Massachusetts-based Heavenly Spirits, which brings in several small Cognac brands including Monnet and Jean Fillioux. “Sometimes the hardest part of us selling smaller producers is to get on the shelf.”

And now that they’re there, Cooney says, her brands are selling well enough to maintain their spot. “They usually stay on the shelf because once people discover how good our small producers are, then the product is being reordered.”

The Push for Transparency

The reasons for this sustained success aren’t hard to spot. Boutique Cognac brands are high quality and, for marques above VSOP, they’re often priced competitively, if not well below mainstream offerings. Plus, they’re willing to share information that the big guys tend to keep under wraps. “I’ve found the littler producers are more open to talking about process,” says David Othenin-Girard, spirits buyer at California retailer K&L Wine Merchants, whose Cognac selection focuses on small-production brands such as Dudognon and Jean Grosperrin. The small brands that Cooney represents often participate in video tastings; education, she says, is a keystone of the company’s strategy.

Though most people drinking Cognac are still seeking the mainstream brands, Baytowne’s Pellingra says that the value proposition of smaller producers is a big draw for retailers. Plus, he adds, “They’re more transparent about where their fruit comes from, the process in which they’re distilling, how they’re aging, rather than some of the bigger brands where everything is kept secret.” That’s a big win with customers. “We want to know where our product comes from, how it’s made, and how it gets to us,” Pellingra says.

Much of that desire for transparency is being driven by whiskey drinkers who are exploring Cognac for the first time, and bringing their expectations and biases with them. Olfers, while including rum drinkers as well, calls them a “new wave,” adding: “This group is a small but very loud group. They are mixing up the Cognac world.” He sees their influence in the growing cadre of private bottlers offering unique barrels and bottlings.

“The story has gotten out: The big houses source from hundreds of growers and producers,” says writer Jason Wilson, who covers Cognac regularly in his newsletter “Everyday Drinking.” “But you’re starting to hear this story that the smaller producers keep a few of the very best barrels for themselves over the years, and now you have these smaller négoçiants that are going out and sourcing barrels from these old-timers,” he says. “That’s what the real spirits enthusiasts want.”

Pellingra’s experience at Baytowne bears this out; customers snap up whatever single-barrel brandies he can bring in — not just Cognac, but Armagnac and Calvados, too. “The American market has finally realized they can buy 20-plus-year-old brandy for a much more reasonable price than 20-plus-year-old whiskey,” Pellingra says. “And it’s much more readily available. … If you go in looking for a bottle of bourbon [at that age] — I mean, most places are going to laugh you out of the store at this point, unfortunately.”

Cooney has seen the same trend in Heavenly Spirits’ portfolio. “We have sold a few Cognac [single] casks at full-proof,” she says. “That kind of Cognac is a draw for whiskey drinkers” because of the high proof — unusual for Cognac, which is almost always bottled at or near 40 percent ABV. For these customers, Cooney says, “the higher, the better.”

Untapped Potential

Let’s be very clear: Small Cognac brands are never going to make up more than a tiny fraction of the massive, and massively successful, Cognac industry. The top five brands make up more than 96 percent of the market, according to Impact Databank, with Hennessy alone accounting for more than 55 percent. These volume leaders may not notice or care that a niche subset of spirits buyers are pursuing boutique offerings, since their success has historically been driven by a different kind of drinker — one who’s often brand-loyal above all else. Still, there are signs that some big brands are trying to reach more hardcore spirits enthusiasts. Courvoisier, for example, released a mizunara cask-aged offering in 2022 that was partly made by Japanese master whisky blender Shinji Fukuyo, clearly targeting whiskey connoisseurs.

But outside of the leading five houses, Cognac producers looking to make a mark in the U.S. would be wise to pay attention to what consumers say they want. “The potential of the category for producers and drinkers has not even begun to be scratched,” says Nima Ansari, spirits buyer at New York’s Astor Wine & Spirits. “A lot of the things that are exciting people in other categories already exist in spades in Cognac, too.”

If they’re going to make a go of it, boutique producers should be prepared to work hard. “The small guy has to do it hardcore,” Palazzi says, meaning: find the right importer and wholesaler partners, put in the time and effort to do consumer and trade tastings, and tell the story constantly. “That stuff is extremely hard. It’s a labor of love. There’s zero money in it.”

But, he says, “if they find a megaphone in the U.S. market, then they can express this and distance themselves from the big guys.” For small Cognac producers trading on their authenticity and transparency, that just might be the best way forward.

The Agave Social Club: PM Spirits and Nicolas Palazzi

I speak with PM Spirits founder Nicolas Palazzi about his journey into bringing incredible spirits to the market. We discuss and taste their super small batch PM Spirits Tequila Blanco as well as talk about some of the other brands they are working with. To learn more about PM Spirits, you can go to https://www.pmspirits.com

TWO-NINETEEN: Happy Hour With Nicolas Palazzi

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Continuing the conversation about the booze business in the face of the pandemic, I had the chance to sit down this week with my longtime friend Nicolas Palazzi to discuss retail logistics, supply chain woes, and all the other challenges facing importers and distributors with COVID-19 spiking once again. Nicolas gave a very honest and transparent account of the hardships he’s faced at PM Spirits over the last two years, shining a light on how far we still have to go before “normal” ever exists in the wine and spirits industry again.

-David Driscoll

Wine Enthusiast: Why Spanish Brandy Needs a Rebrand

There are many garish bottles on liquor store shelves, but none do more peacocking than Brandy de Jerez. Surely, you’ve noticed the bottles I’m talking about—even if, like most people, you’ve never bought one. Most Spanish brandies boast crimson or gold labels. One dons a pretty ribbon, while a rival sports an intricate faux-gilded pattern. Some are affixed with regal wax seals, while others announce their presence in fancy Renaissance-Faire-ish fonts. Then there are the courtly names themselves: Carlos I, Cardenal Mendoza, Gran Duque d’Alba.

“Subtlety isn’t the middle name of Jerez’s brandy men,” once wrote spirits critic F. Paul Pacult in his encyclopedic guide, Kindred Spirits.

In the past, I’ve described Brandy de Jerez as that buddy who tries just a bit too hard—the one with the flashy watch, the giant belt buckle, the ridiculous gold chain or too much cologne. Sometimes, when I open a bottle, I feel as though I should be wearing a ruffled collar, like a courtier of Philip IV. Regardless, I happen to enjoy Brandy de Jerez. I believe, for instance, that it works better in many classic brandy cocktails than Cognac. But I often feel like the odd one out with this opinion.

My big takeaway? Spanish brandy is in desperate need of a rebrand, and there has mercifully been a small movement toward change in the right direction. But before I get into the signs of hope for Spanish brandy, it’s important to consider the larger state of affairs.

Last year, François Monti, a drinks writer based in Madrid, called out Spanish brandy in his industry newsletter, Jaibol. The rant was prompted by Monti’s outrage over a historic Brandy de Jerez brand’s attempt to reinvent itself as a drink to be mixed with Coca-Cola. Brandy de Jerez, Monti writes, is an appellation “not very clear about where it is going.”

It remains a fact that fewer and fewer people drink Brandy de Jerez. Since 2008, total sales have dropped from 45 million liters to around nine million liters, with consumption dropping 30 percent between 2012 and 2016 alone. During the last decade, exports fell an additional 15%, and things continue to trend downward. Spanish brandy’s largest export markets are now the Philippines and Equatorial Guinea—the latter consuming six times more Brandy de Jerez than the U.S.

Why is this? In his newsletter, Monti minces no words. “Brandy de Jerez does not stand for the quality of its raw material,” he writes. Terroir also means little: “It is very complicated to talk about the terroir of Brandy de Jerez… the vast majority of the raw material comes from outside the [Sherry] triangle,” the historic region bounded by the city of Jerez on the east and to the northwest and southwest respectively, the ports of Sanlúcar de Barrameda and El Puerto de Santa Maria.

It’s hard to say what terroir (or transparency) even means for Brandy de Jerez. The name itself invokes the city in Andalucía that’s famous for Sherry. But the grape mostly used for the brandy is not Palomino (as with Sherry) but Airen, an insipid neutral grape said to be the most planted in the world, grown mostly on agribusiness vineyards in La Mancha. Most of the brandy is distilled outside of the Sherry triangle, what the regulatory council calls the “processing zone,” before it comes to age in the vast solera cellars back in Jerez. By law, Brandy de Jerez must age in Sherry barrels, but there’s little differentiation between brands.

Then there are Spanish brandy’s elevated sugar levels: Up to 35 grams of sugar per liter is allowed. This sweetness goes against the current consumer demands for drier spirits.

Finally, Monti called out the dated, stodgy brand image:

“Emperors, cardinals, aristocrats, great battles of Catholicism: the names and image of some of the brands are an obstacle for a more modern consumer. Carlos I, a brand that has made a great effort to modernize its image and that has a clear strategy of going towards the premium segment, still mentions on its website ‘Spirit of Conquest.’ ¡Ay!”

It adds up to a spirit that the younger generation in Spain sees as hopelessly old-fashioned, the drink of their grandfathers—with a cringe-y legacy of being cosa de hombres (“a man thing”) as this television ad for Soberano from the 1960s suggests. (Even darker was this horrible ad.)

All of this is a shame. I have been a big advocate for Spanish brandy over the years. Back in 2015, Monti and I actually presented a panel on the spirit at Tales of the Cocktail. Even then, we spoke about the same challenges that Brandy de Jerez faces today, which tells you how little has changed in the past eight years.

At the time, we implored brands to re-evaluate the high sugar content and additives in a world that wants products that are dry and additive free. We bemoaned the low level of alcohol by volume. Most of it is imported into the U.S. at just 40%, but much of what’s sold in Spain and elsewhere falls below even that, down to 36% abv. We even wore ruffled collars to underscore silliness and outdatedness of the category’s imagery.

In Monti’s article, the last straw for him was the suggestion of combining brandy with Coca-Cola, pushed by one big brand’s marketing department. He pointed out a similarly misguided marketing attempt a decade ago by the producers of Calvados, a similarly troubled spirit, who tried to push something called the Calvados Tonic. In France, Calvados Tonic was an unmitigated failure as a marketing campaign. The Spanish-brandy-and-cola, I believe, will meet the same fate. “One of the most uncomfortable truths in the spirits industry is that hardly any recent trends have been created by brands,” Monti notes.

The real challenge for Brandy de Jerez is to understand what premium spirits drinkers really want. But there are signs of hope in a growing number of smaller producers who are more transparent about origin and aging.

Among them is a project by Sherry negociant Equipo Navazos, which has partnered with importer Nicolas Palazzi of PM Spirits to release a series of single-cask brandies, all without additives and bottled at cask strength.

On several occasions, I’ve tasted these brandies from the barrel with Eduardo Oreja of Equipo Navazos. These are racy, elegant, dry brandies that still retain the rich, dried fruit and full-bodied characteristics of classic Brandy de Jerez. This is revolutionary stuff.

“I had always associated Spanish brandy with some subpar version of Henny VS, some dark syrupy crap that makes the floor sticky if you drop some,” says Palazzi. That was before he tasted Equipo Navazos’ casks. “My mind was blown. I realized that at its core the additive-free product can be magnificent.”

I love the Navazos Palazzi 7-year-old aged in amontillado cask. This unique brandy was made from 100% Pardina (an obscure grape I didn’t know) and bottled at cask strength, 42.5% abv. You can find it here and here for $80. There are also still a few rare bottles of the stunning Navazos Palazzi fino Sherry cask floating around (such as here), also for around $80. For a premium brandy, something like this under $100 is well worth grabbing.

Navazos Palazzi’s most recent brandy release is aged in Pedro Ximenéz casks (bottled at 43% abv) is delicious, rounder and darker than the amontillado or fino casks. Though the cask is part of a classic solera, the average age of the brandy is at least 35 years old. It’s slightly pricier, at around $130 per bottle.

While those single-cask selections may represent the zenith of Brandy de Jerez production, I still also recommend checking out a few of the classic expressions for comparison. I’ve always liked Lepanto Solera Gran Reserva, which at under $50 is a very good value, and relatively easy to find. Instead of Airen, Lepanto uses the same Palomino grape from which Sherry is made. The result is a brighter, nuttier and more complex brandy than most in the category.

And if I ever want to remind myself what old-school Spanish brandy is like (complete with garish label and packaging) I go for the Gran Duque d’Alba. The Duke brings all that big sweet, ripe, creamy, molasses flavor, though you can still feel the attractive notes of the Sherry cask. For $40, it’s a solid cocktail pour.

Mix it in the classic brandy cocktails we talked about a few weeks ago and see for yourself. My personal favorite is a drink I call the Little Madrid (recipe below). With all apologies to my colleague Monti in Madrid, you might also even enjoy it with a Coca-Cola.

Everyday Drinking: Is Armagnac The New Bourbon? Or Is It The New Mezcal?

An exercise in reading beyond the headline. Plus, my picks and tasting notes on 16 bottles for your holiday splurge.

People often ask me, “What’s the difference between Cognac and Armagnac?” (Yes, I exist in incredibly nerdy spaces). To be honest, there as many similarities as differences. They’re both brandies made from grapes, often the same grapes. They’re both made in southwest France, less than three hours drive from one another. At the top end, they’re both expensive. But there are key differences, both technical and cultural. Below, I’ve posted my Armagnac 101.

More than anything, Cognac is bigger than Armagnac. Much bigger. Cognac represents a $4 billion market global market, with 225 million bottles sold each year. Meanwhile, Armagnac sells around 5 million bottles in a year. That means you don’t have huge multinational players like Hennessy or Rémy Martin in Armagnac. Instead, it’s mostly smaller family estates. Most don’t even own stills, but rely on itinerant distillers going from house to house after harvest and fermentation. There simply isn’t as much Armagnac in the world.

That scarcity and local grassroots production is why people often make this analogy: Armagnac is to Cognac what mezcal is to tequila. In the craft spirits world—where mezcal has cool, trendy, insider buzz—that’s not a bad place for Armagnac to be.

That seems to be what some in the industry are banking on. For instance, in late 2021, the venerable brand Marquis de Montesquiou, one of Armagnac’s largest producers, was bought from Pernot Ricard by Alexander Stein, the entrepreneur who created Monkey 47 Gin—which Stein had previously sold to Pernod Ricard. “He thinks Armagnac is the new mezcal,” said Jean-Francois Bonnete, the president of BCI, which imports Marquis de Montesquiou. It will be interesting to see how the brand, which has slipped in quality, will evolve under Stein.

Meanwhile, Stein isn’t the only industry bigwig who’s invested in the region. And a some of the other players don’t see Armagnac as the new mezcal. Rather, they’re banking on it being the new bourbon.

A few years ago, Raj Bhakta, one of the founders of Whistle Pig whiskey, bought the entire stock of a traditional Armagnac house, Ryst Dupeyron. In 2021, Bhakta told me that he’d “transferred the majority of it to Vermont,” where it would be finished in Islay whisky barrels. He released the blends a barrel at a time. “Technically it is Armagnac, but I’m not calling it Armagnac,” Bhakta told me at the time. Still, all of his promotional material clearly mentions Armagnac as the spirit’s place of origin.

Bkakta is clearly trying to appeal to a certain kind of American whiskey drinker, to blow them away with a 50-year age statement on the label. “The American whiskey drinking is dying for something new. He just doesn’t know it yet,” he told me in 2021. But Bkakta made clear he has little intention of educating his bourbon bros on Armagnac when he declared: “Armagnac just doesn’t have much brand value.” I mean, that’s some serious hubris there. But I guess it’s no less arrogrant than taking something a family aged for five decades in the French countryside and sticking in a Islay whiskey barrel for a few months to, ahem, “finish” it.

I’ve written before about this whiskey-fication of Armagnac. I’m very clearly on the record as saying this is not a good thing.

Nicolas Palazzi of PM Spirits, which imports a number of top Armagnacs, summed up the current market like this:

“There’s more Armagnac being sold, but it’s a very specific kind of Armagnac sold to a specific kind of buyer. We’re talking about Armagnac that’s very extracted, heavier on the wood, more powerful, more vanilla. So it’s not very different than the whiskey that people are drinking. We’re selling a lot less classical Armagnac.”

In other words: Armagnac that tastes like bourbon. Still the big question for Armagnac in the U.S. is whether or not whiskey drinkers—tired of ridiculous bourbon prices—will embrace brandies they likely can’t pronounce.

When I think and talk about Armagnac, I am a million miles away from the whiskey market. Gascony is a rustic, agricultural place of small towns that’s famous (or infamous) for the ducks and geese raised for foie gras (more than once been I’ve been served a “salad” in Gascony that was literally all meat). I posted recently about my pilgrimage to some revered small estates. Armagnac is a fragile place, and there is legitimate worry about whether it can handle becoming the new bourbon or the new mezcal.

We love the allure of drinking from decades-old barrels that a négociant—a treasure hunter—has discovered and procured from an elderly grower, or a widow. But those barrels often represent the end of a multi-generational wine-growing family. The numbers don’t lie: In 50 years, the total vineyard area of Armagnac has shrunk from 10,000 to 2,000 hectares. “This tradition is dying,” says Lili de Montal, at Château Arton, with around 40 hectares in Haut-Armagnac. “It’s not an overstatement to say it’s a disaster.”

A few weeks ago, I went to a tasting of Château de Laubade in New York, hosted by Denis Lesgourgues, whose family has run the estate for three generations. It was a small group, mostly people from the trade, and I thought Lesgourgues’ presentation was a good model for how Armagnac might move forward into an uncharted market.

Among the samples, we tasted an experimental bottling made from the rare plant de graisse grape, as well as Laubade’s new 21-year-old expression. That age statement is itself not common. “You don’t see a lot of age statements in Armagnac,” Lesgourgues said, adding: “We’ve been thinking about whiskey drinkers. The price of 21-year-old whiskey is very high. So we feel this is a chance for whiskey drinkers to try a 21-year-old Armagnac.”

I’ve known Lesgourgues for about a decade, and back in 2021, he and I had a disagreement over a Armagnac he released that was finished in Bardstown bourbon barrels. His new 21-year-old feels like a much better approach to meet the whiskey drinker with an Armagnac that’s still got the classic profile. (I recommend it below in my bottle picks).

After the tasting, everyone in attendance split into groups and we blended our own Armagnac from the 2008 vintage from aged samples of four specific grapes: ugni blanc, baco, colombard, and plant de graisse. Besides being fun (my team of course made the best blend; I got an embossed certificate!) the exercise focused attention on the raw ingredients, the grapes and the wine. It drove home to the people in attendance just how different Armagnac is from nearly any other spirit.

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.”

In Praise of La Hora del Vermut, Spain’s Cherished Vermouth Hour Tradition

I’ve been missing Barcelona lately—where not long ago, I explored wine bars in search of new-wave Spanish wines—so on a recent afternoon I made a visit to Jose Andres’s Mercato Little Spain at Hudson Yard in Manhattan. Specifically, I longed for the days I spent drinking in the city’s vermuterias. So I went to Mercato Little Spain’s vermuteria with the cheeky name, Bar Celona. (Get it?) I ordered a Yzaguirre Rojo, a classic Catalan red, and was immediately transported back to a sunny la hora del vermut.

Vermouth hour is a sacred time of day in Barcelona. Originally, it meant sometime around noon or 1 pm, when you grabbed a vermouth and a snack to tide you over until lunch. But these days, the vermouth hour can be any time before a meal, though it usually means day drinking. A vermouth over ice, with maybe a slice of citrus and an olive, along with potato chips, some kind of tinned fish, and gilda (skewers of olive, pepper, and anchovy) is one of the loveliest ways to pass an afternoon.

Spanish vermut generally has a different taste than its Italian counterpart. It’s more citrusy, brighter and less bitter, meant to be drunk not in cocktails but on the rocks with food. To be perfectly honest, Spanish vermouth is not meant to be a complex drink you spend a lot time pondering over.

Because Barcelona had one of the largest communities of Italian immigrants when Italian vermouth was becoming widely exported during the late 19th century, vermouth soon became popular in the city. The local Martini vermouth importer even created a bar that was designed by famed Catalan architect Antoni Gaudí. This is when vermouth became the drink of choice in Catalonia, often taken by families after church and before lunch on Sundays. But by the late 20th century, vermouth languished as an old man’s drink.

Then, about a decade ago, a younger generation of trendsetters in Barcelona set off a vermouth renaissance. Part of it was a new wave of local vermouth brands, such as Casa Mariol and Morro Fi. Part was also a sense of pride in local products as Catalan nationalism grew.

These days, while much of the vermouth production happens in Catalonia, the drink has become wildly popular all over Spain. In Jerez, where Sherry is becoming a harder and harder sell, several well-known Sherry houses have started making quality vermouth.

Still, Barcelona is the vermuteria capital. As I sat at Bar Celona, I thought about some favorite vermuterias: the century-old Bar Electricat, in the old port neighborhood of La Barceloneta, where you drink vermouth from an unmarked bottle, which the waiter measures to calculate your bill; cozy, local Cala del Vermut Celler, near the Gothic cathedral, where you can eat fantastic tortilla and jamón with your vermut; the more posh Quimet & Quimet in the Poble Sec neighborhood, with an amazing array of tinned fish and montaditos.

I couldn’t necessarily tell you the brands of vermouth I drank in those places. But it doesn’t really matter. In the end, Spanish vermouth is all about a vibe.

7 Spanish Vermouths to Try

Barcelona was the spot where Spain’s vermouth renaissance started, and so Catalonia remains a source of great vermouth. But there are growing number of vermouth brands now coming from Jerez, as Sherry houses look to diversify their offerings.

Navazos-Palazzi Vermut Rojo

This offering from famed Sherry negociant Equipo Navazos and importer PM Spirits comes from Jerez. Bright, citrusy and super floral, with notes of lavender and chamomile on the nose and tea-like notes on the palate. Great on ice or in cocktails.

Good vermouth makes a great aperitif, fueling a delightful transitional moment before a meal.

Navazos Palazzi Vermut Rojo Jerez de la Frontera, 17.5 percent

This excellent vermouth is a collaboration between Equipo Navazos, a boutique sherry négociant that has been instrumental in the revival of sherry over the last 20 years, and Nicolas Palazzi of PM Spirits, which imports small batches of extraordinary spirits. The stamp of oloroso is clear on this lightly sweet blend. It is infused with spices and herbs to create a mellow, complex vermouth that refreshes as well as intrigues.

…PM Spirits, which imports small batches of extraordinary spirits.

Radio Imbibe Episode 46: Nicolas Palazzi of PM Spirits

The cover story of our March/April 2022 issue features brandy, and for this episode, we wrap up our coverage of the spirit with Nicolas Palazzi. Born in Bordeaux and now living in Brooklyn, Palazzi is the founder of PM Spirits, an importer and distributor of specialty spirits, including Cognac, Armagnac, and Calvados. For this episode, we talk with Palazzi about his search for memorable barrels of brandy, what he looks for in great brandies, and his work to bring these spirits to an American audience. 

Radio Imbibe is the audio home of Imbibe magazine. In each episode, we dive into liquid culture, exploring the people, places, and flavors of the drinkscape through conversations about cocktails, coffee, beer, spirits, and wine. Keep up with us on Instagram, Twitter, and Facebook. And if you’re not already a subscriber, we’d love to have you join us—click here to subscribe.  

The Ultimate Guide to Aperitifs

From bittersweet to botanical, there’s an appetite-stimulating aperitif out there for everyone in this growing category

by Tyler Zielinski Mar 10, 2022, 10:04am ESTPhotography by Michelle Min

HumansHumans are creatures of habit, and that’s especially true when it comes to our drinking rituals. We drink coffee for its ability to wake us up, herbal tea for relaxation, and wine to pair with food. But to stimulate the appetite before a meal, there’s one drink category most Americans tend to forget about: the aperitif.

The aperitif — a word derived from the Latin verb “aperire,” meaning “to open” — is a category of low-ABV beverages defined by when they’re consumed rather than how they’re produced. An aperitif can be a liqueur, fortified or aromatized wine (e.g., sherry or vermouth, respectively), or an aperitivo bitter (e.g., Aperol or Campari), making the category diverse and approachable for both bon vivants and novice drinks alike.

While the mindful and ritualistic consumption of aperitifs is slowly catching on in the U.S., in Europe, especially Italy, France, and Spain, aperitifs have been at the center of late afternoon and evening drinking rituals for decades — and, in some cases, centuries.

In Italy, aperitifs are consumed during the pre-dinner aperitivo hour — a time when family and friends gather to enjoy low-ABV tipples along with small bites (cicchetti, in Italian) to unwind from the day. In France, they practice apéro (short for apéritif) with French tipples such as pastis and Pineau des Charentes. And in Spain, sherries and vermut (vermouth) whet the appetite during “el aperitivo,” with new vermuterias, or vermouth bars, experiencing a renaissance among millennial drinkers.

Although a culturally ingrained drinking occasion such as aperitivo hour has not yet gained a permanent foothold in the U.S., interest in low/no-ABV drinks is expanding. The segment grew by 30 percent in 2020, and became a nearly $10 billion industry in 2021. As a result, the Aperol spritz has become as ubiquitous as the vodka soda in most major cities around the country; new sober bars and bars that strictly serve low-ABV aperitif-style cocktails are popping up; and a new wave of aperitifs is flooding the market at an unprecedented pace.

To kickstart your personal aperitivo hour practice, I’ve scoured the world of aperitifs to put together a list of some of the hottest bottlings from both domestic and international producers, broken down by flavor characteristics. Whether you’re a hardcore spritzer looking for an alternative to Aperol, a G&T lover open to trying a low-ABV botanical spirit to replace the gin, or a bon vivant who is just looking for the next hot low-ABV product, there’s a must-try aperitif for everyone.

PM Spirits Oloroso Sherry 2021

PM Spirits is one of the most exciting U.S. importers and distributors of geeky spirits. The brand’s Project Sherries came to be after Nicolas Palazzi, owner of PM Spirits, and Eduardo Ojeda, co-owner of cult sherry bottlers Equipo Navazos and senior advisor to famed sherry producer Grupo Estévez, collaborated to release some of the finest sherries that Jerez has to offer.

The Oloroso sherry is aged for an average of 19 years, and is full-bodied and structured with notes of toasted hazelnuts, sesame seeds and walnuts, brown butter, leather, toffee, candied orange peel, and cinnamon. The flavor profile is balanced with a delicate acidity and salinity that makes it perfect for contemplative sipping. While it would also shine in a simple sherry cocktail such as a highball or Sherry Cobbler, at its price point, you’ll want to be sure your bartending skills are quite sharp.

Tximista Vermouth

As far as vermouths go, the Basque-produced Tximista is truly one of a kind. It’s the world’s first and only vermouth made with 100 percent Getariako Txakolina wine from sustainably farmed hondarrabi zuri grapes. The brand has two styles, rojo and blanco, both aromatized with local herbs, roots, and botanicals. The high-acid, mineral-driven Txakoli base makes these vermouths incredibly drinkable while also standing up beautifully in a vermouth and tonic or martini. The product made its debut in Spain in 2018, and it’s currently only available in New York, California, and Florida, with more states being added for distribution in the near future.

Wine & Spirits Magazine 90 Points, PM Spirits - Palo Cortado

90pts | PM Spirits

Jerez-Xérès-Sherry Palo Cortado Saca de Junio de 2021

Nicolas Palazzi and the team at PM Spirits worked with Eduardo Ojeda– chief winemaker at Valdespino and a co-owner of Equipo Navazos—to blend their own propriety brand of Sherries. This one is a selection from several criaderas, the wines an average age of 15 years. It still holds a brisk, salty memory of its time as a Fino, even as the flavors broaden out into saturated richness of barrel age. Serve it with bolitas de bacalao.

—J.G.   PM Spirits, Wilmington, DE

BRANDY - From Cognac to California, the historic spirit’s influence runs deep.

JUICY FRUIT

From vineyard or orchard to bottle and bar, brandy’s influence runs deep.

Cognac, Armagnac, applejack, schnapps—in whichever form brandy is found, these spirits made from fruit have no parallel in the glass. While whisk(e)y, tequila, and rum get lots of love these days (deservedly so) from cocktail lovers and spirits drinkers, brandy is evolving and emerging on its own terms, slowly building a fan base to take this timeless spirit into the future.

We’re taking a closer look at today’s world of brandy—the ways it’s made and appreciated around the world, the details behind its complex production, and the reasons it should be the next bottle you reach for when cocktail hour rolls around.

Nicolas Palazzi

Bordeaux-born and Brooklyn based, Palazzi is the importer behind PM Spirits, specializing in independent spirits such as L’Encantada Armagnac, Cognac Frapin, and Cobrafire eau-de-vie de raisin.

“Something that’s really cool is when you’re in a brandy cellar, with 50, 60, 100 casks in front of you; even if they’re from the same batch of distillation, every cask is its own world. You could taste 15 casks distilled the same day, and you’ll find tremendous differences between them—whereas something like bourbon would be very consistent. There’s so much aroma and flavor profile available in brandy. If someone thinks Cognac is just one thing and it’s boring or they don’t like it, I assure you, I can find a single-cask Cognac that’ll blow your socks off. It’s a world that deserves to be discovered, for sure.”