THAT'S THE WAY THEY LIKE IT:
Around the world with Cognac Amateurs


France
In France, cognac is no longer considered by consumers as an after-dinner drink the way tradition dictated it. Cognac and water is still very popular and thanks to the large variety of sodas and fruit juices it can be associated with, cognac as a long drink is picking up quickly.

United Kingdom: In the United Kingdom, cognac was always a very popular pub drink. Either drunk straight (often to alternate with beer) or with ginger ale (Horse's Neck), cognac seduces all levels of population with young brandies. Aristocracy maintains a tradition of stocking of old vintage brandies in warehouses under customs in Bristol. They are only used on very special occasions to keep its image of out of the ordinary product.

Germany
In Germany, as well as in most northern countries, cognac is considered as a deluxe "cordial" with unlimited virtues. Its consumption, almost exclusively straight, does not answer stereotyped outlines, but generally an impulsive need of status or comfort, often followed by a glass of beer. Some people pretend it is sometimes mixed to it…

Eastern countries:
In Eastern countries, cognac is drunk straight, often before meals and almost exclusively by men. At first, it was the most distinguished external sign of wealth of "new Russians", but more and more, cognac touches the middle class. Women are starting to appreciate the liquor of the angels especially since the marketing action of most producers tends to legitimize cognac as a long drink. On this particular market a very high product loyalty is noticed.

Italy:
In Italy, cognac primarily serve an image: at a bar, as a gift or with friends, cognac is drunk to position one's status. But the product is also appreciated for its real value by brandy connoisseurs.

Denmark:
Denmark is an exception on European markets: Danes, although victims of a very high tax level, do savour cognac for its quality. It is very often served in restaurants and it isn't unusual to have the bottle sit on the table for a while…

Japan:
The very high sales increase of the 80's in Japan corresponded to the economic boom of the moment. The very level of expenses that were granted to employees were mainly spent in night clubs throughout the country. With a great image among top professionals, cognac replaced whisky as the favorite drink of "salarymen"; "mizuwari", a mix of cognac, water and ice. At a time, using water coming from the melting of ice from the North Pole was considered the most stylish thing to do. This solid base of consumers than generated markets for gifts, and large domestic use. Cognac is still "the" drink at karaokes between friends and colleagues.

China and Chinese diaspora: Hong Kong, Singapore and Malaysia For Chinese people, cognac gathers all virtues: love, health and wealth. Just like champagne in France, cognac is associated with celebrations. Chinese drink it everywhere: in restaurants to accompany a meal, in night clubs and for all family or social events: weddings, banquets, New Year's eve parties or on the occasion of the Seventh Moon. The most common way of drinking it is with water and ice, but also on the rocks or with Oolong tea (a tea beverage). While drinking it during a celebration, Chinese will shout "yam sing", meaning "let's drink to success" and down their drink in one go. This is done many times in one evening to show the level of satisfaction of the participants.

Thailand
In this highly civilized country with very specific drinking habits, cognac is much appreciated as a gift, but otherwise not very much drunk. Only a few consumers forget whisky (either local (!) or imported) to share a bottle of cognac with their friends. It can be mixed with anything: water, ice, Coca-Cola, Sprite, 7UP…, but bottles that give headaches have a very bad reputation.

Mexico
Traditionally a very large consumer of brandy (local…or imported from Spain), depending on political decisions, cognac is starting to be imported. Only V.S.O.P. quality and better is used, served straight in a wine glass (very chic!) or mixed with soda. The most common mix is "campechana": cognac, ice, Coca-Cola and club soda with a twist of lime. Delicious!

United States
Last but not least, the United States is by far the largest market in the world for cognac. All different types of ways of drinking it can be found throughout the different communities: Hispanic, Asian or European. There are also other ways of drinking cognac in the Afro-American community for example: mixed with anything that can be found. The great success of the L&L Alizé cocktail is one of them. The 20 cl flasks sell well for immediate drinking. The use of cognac as a base for cocktails is the new thing: the mix with Martini started by Hennessy is very promising.

Conclusion: All these different habits will not let us forget those, many of them around the world, who started as ordinary cognac drinkers and who have become great connoisseurs. We hope these pages are of great interest to them. We would gladly share their thoughts and experiences with them.