In December 2024, we had the honor of working with our Keypartner COGNAC-EXPERT from France on an article about the meaning of an “Independent bottler.” Herewith the result:

Independent bottlers occupy a distinct place within the world of Cognac and Armagnac, introducing a fresh and dynamic approach to these classic French spirits. While the industry has long been defined by traditions, family legacies and established houses, independent bottlers are bringing a wave of originality, modernity and boldness. By choosing unique barrels, emphasizing transparency and focusing on quality above all else, they offer an exciting alternative to standard releases, catering to a growing audience of discerning spirits aficionados who are looking for something more daring, perhaps more special and often more than usual. In this article, we explore the rise of independent bottlers, their unique perspective and how they are changing the perception of Cognac and Armagnac without denying the rich history underlying these spirits. From understanding their priorities – such as product transparency, single cask bottlings and high-proof releases – to hearing directly from some notable bottlers, this article dives deep into the world of independent bottlers. Interviews with four independent bottlers, including ourselves, can be found in the second half of this article. But first, some basic work is needed.

1.What we call producers

The Cognac region has a wide variety of producers. While they all share the same goal of making Cognac, their methods, production capabilities and capacities differ. For simplicity, we usually refer to them as “producers,” but let’s quickly examine the different types and how they generally operate. At the end, we will add a new type of producer: independent bottlers.

Viticulteur (winemaker): The viticulteur is the base of Cognac (and Armagnac) production, responsible for cultivating and maintaining the vineyards. This includes planting vines, pruning and caring for them until harvest. Viticulteurs deal with the production of grapes, the essential raw material for Cognac production. According to the BNIC, there are 4400 vintners in the region. They often sell their wine for distillation, but some manage their production process entirely in-house, from distillation to aging, blending, bottling and commercialization. But let’s be clear, the word viticulteur refers to someone who engages in winemaking.

Distillateur (distiller): The distiller plays a crucial role in turning wine into eau-de-vie through the double distillation process. Remember that a single continuous distillation process is usually used in Armagnac. Within this profession, there are two subcategories: the bouilleur de cru, who distills his or her own wine, and the professional distiller, who distills wine for others or buys wine that he distills for his own production. According to the BNIC, there are 3395 bouilleurs de cru and 120 professional distillers in the region. Both contribute to the production of the spirit that eventually becomes Cognac. Without distillers, there is no Cognac.

Negociant (Trader): The negociant is responsible for overseeing the production and commercialization of Cognac. There are several subcategories within this profession, but at the broadest level, the BNIC indicates that there are 270 negociants in the region.

• Negociant Proprietaire: A merchant who owns vineyards and produces Cognac from his or her own harvest, but may source Cognac from outside the domaine’s production to be aged for later sale, or sold directly.
• Negociant: A general merchant who buys eau-de-vie or cognac to bottle and sell under his own label. They do not own or distill vintages. In most cases, negociants maintain long-term and close relationships with viticulteurs and distillers in the region.
• Negociant-Eleveur: A merchant who specializes in aging eaux-de-vie only to bottle and commercialize it later. This type of negociant buys both young and old Cognac, but the emphasis is on aging under his own care, in his own chai, with his own oak policy, etc. – Not unlike a parent raising a child, or a shepherd leading his or her flock.
• Negociant à l’Etat Pur: A merchant who focuses purely on trading Cognac products. With this status, there is generally a faster exchange of eau-de-vie or Cognac from one hand to another.

Grower-Distiller: The grower-distiller combines the roles of viticulteur and distiller. They cultivate their own vineyards, produce wine, distill it into eau-de-vie and often age and bottle their Cognac independently. This holistic approach allows for complete control over the production process and the creation of unique, sometimes terroir-driven Cognacs. But let’s go one step further and add another category to this list: independent bottlers. This category of producers is indeed a recent phenomenon in Cognac (and Armagnac), having only really taken off around the pandemic years. But while it is only recent in Cognac and Armagnac, the independent bottler is an established producer type in single malt whiskey that has been around for decades. Just look at Gordon & MacPhail, Signatory or Cadenheads – to name just three of hundreds of examples. Is an independent bottler in itself a producer? Not in the true sense of the word, but for the rest of this article I will consider them such because, after all, they are responsible for bottling some serious Cognacs and Armagnacs and distributing those bottles to their respective audiences. So in that sense, to me, they can indeed be labeled as producers, but only those who stretch our preconceptions of what constitutes a producer.

2. What is an independent bottler?

An independent bottler of Cognac is a company, group or individual that selects, purchases and bottles Cognac under its own label, rather than producing and marketing the spirit made exclusively by one existing house. Unlike Cognac houses, independent bottlers often select rare or unique barrels from smaller growers and distillers, make their own blends (although this is quite rare as of 2024), and present them as distinctive expressions with their own brand identity. These bottlers can really come from anywhere; most of them are not even based in France at all, although of course some interesting French indy bottlers have been appearing on the scene lately. The term independent bottler is somewhat misleading because these bottlers are largely dependent on the Cognac producers themselves. A better term would indeed be dependent bottlers, but for whatever reason that name has not stuck. The independent bottler makes the selection and has control over the design process, branding, distribution and sales, but he is dependent on the producer for the drink, bottling and labeling. Close partnerships are formed. Independent bottlers offer an alternative way to experience Cognac, especially appealing to discerning spirits enthusiasts who want something different from the consistent standard releases of existing Cognac houses. While a typical Cognac producer embraces traditions that often go back centuries, consistency in its products, blends and/or a house style, independent bottlers seek eccentricity, individuality, uniqueness and quality, often from a single barrel. Much more will be said in the following paragraphs about the interests and priorities of independent bottlers.

 

3. Some current players

Here is a non-exhaustive list of currently operating independent bottlers in Cognac and Armagnac:

• Malternative Belgium (Belgium)
• Grape of the Art (Germany)
• Kirsch Imports / Wu Dram Clan / Grapediggaz (Germany)
• Decadent Drinks (United Kingdom)
• The Whisky Jury (Belgium)
• La Maison du WhiskyTrough the Grapevine (France)
• Distilia (Poland)
• Roots (Belgium)
• Swell de Spirits (France)
• Maltbarn (Germany)
• PM Spirits (USA)
• Authentic spirits (France)
• POH Spirits (France)
• Zero 9 Spirits (France)
• Vagabond Spirits (France)
• In2Spirit (Belgium)
• ROW Spirits (Italy)
• The Spirit Traveller (Germany) And much more….

4. Interests and priorities

Just as the Cognac houses themselves have their own interests and priorities, so do the independent bottlers. Below is a list of things independent bottlers generally adhere to. Each bottler may differ in the extent to which they adhere to and communicate these interests and priorities, but I find that these are mostly accurate.

Natural color

Absolutely no E150 colors. No way. This is usually on the label.

No additives

Absolutely no sugar or boisé. Impossible except in very specific cases, usually with older eaux-de-vie where sugar or boisé may have been added decades ago.

No cooling filtration

Cold filtration is thought to deprive the eau-de-vie of some of its aromatic and textural qualities, so it is skipped in favor of much lighter filtrations. This, too, is often stated on the label.

Single cask bottlings

From one vintage or Lot N° (Lot N°’s are usually used to indicate the distillation year). Blends are rare, although Decadent Drinks and Grapediggaz do tinker with this, with interesting results.

Barrel strength or high proof

You won’t see anything at 40%, and if you do, it’s because the whiskey is 70 to 100 years old and was reduced to that level naturally before being transferred into a glass container. Most Cognacs and Armagnacs from indy bottlers are bottled at their natural barrel strength or at a higher proof after slow, precisely measured reductions.

Transparency

In terms of production data, it’s about knowing what’s in the bottle. Anything that can legally be put on a label will be put on that label, so the customer knows exactly what is in the bottle. In most cases, the producer where the spirit comes from will be listed on the label. In other cases, and for different reasons, the producer of the spirit may ask to remain anonymous, so the label will say Secret, Unknown, a Distiller, etc. But in general, both the bottlers and the producers themselves are prominently mentioned.

The contents

The inherent quality of the contents of the bottle is of paramount importance. This is a common denominator between indy bottlers and the houses themselves. Of course, an established Cognac house is very interested in bottling the best stuff. It is just that indy bottlers and the houses differ in what they each consider to be the best version of that spirit. Moreover, their respective audiences generally have different expectations. For example, if someone is a big fan of Prunier XO and buys from it often, that does not mean he or she will be a fan of an indy bottler’s Prunier, and vice versa. They are two different audiences with less overlap than you might think – at least for now.

Contempt for excessive packaging

Over-the-top and expensive presentation (decanters, boxes, bling, etc.) is avoided, although the label design and bottle selection can still be fun, original and/or modern – in fact, most are. But in general, when someone buys a Cognac or Armagnac from an indy bottler, he or she puts the money into what’s in the bottle – not the packaging.

5. Branding

Some may scoff and say that independent bottlers are not focused on branding, but the opposite turns out to be true. Their branding is often very different from that of an existing Cognac house. Independent bottlers often have one of the strongest brands on the market and they often use it as a way to signal their existence. A family producer that has been around for 150 years has a family name, a history and a heritage behind its production. But an independent bottler established in recent years wants to tell a story, share a mission, convey a message, make a promise, provide a visual identity, etc. This is their branding. The execution of this branding can vary. It can be subtle or something more forced, but it is there and it definitely serves a purpose.

6. Independent cognac and armagnac bottlers.

This is a relatively new phenomenon in the world of Cognac and Armagnac. Five years ago, you could count the number of independent bottlers on one hand – and not even need the whole hand. What can explain this relatively recent surge of independent bottlers? The numbered list below gives some clues, but is in no particular order:

• Greater interest in Cognac and Armagnac. This cannot be denied.
• The increase in the search for alternatives to single malt scotch whiskey. In fact, some use the term malternative to describe these whiskey alternatives, suggesting a growing desire among whiskey drinkers to even have an alternative to scotch. The term wouldn’t have been coined if no one wanted an alternative to anything else. Which begs the question, why would people want an alternative to single malt scotch whiskey? The points below may provide some clues:

• Higher and higher cost whiskies.
• Lower ages, or camouflaged ages, with an increasing number of No Age Statement (NAS) whiskies. Decadent Drinks even played on this in its NAS range of independent bottlings of whiskey and Armagnac. NAS here means Notable Age Statement and not No Age Statement.
• Some iconic whisky distilleries (e.g. Macallan, Highland Park, etc.) have an especially strong brand name. I tend to agree with this. Some whiskey branding feels very heavy handed indeed, and clearly created by a marketing agency far from where the distillate was produced. For the general public this is fine, but for the discerning enthusiast it leaves something to be desired.
• A desire for variety in high-quality spirits. Not only Cognac and Armagnac see an independent bottler on the rise. Variety is important.
• Extremely attractive prices for aged Cognac and Armagnac. A 50-year-old whiskey, if a bottler could find it at all, would cost him and the customer a fortune, easily rising to four, maybe five figures. A 50-year-old Cognac or Armagnac costs only a fraction of the whisky price.

And to complete the list started above:

• The relative flexibility of such an independent bottler company. An independent bottler does not have to maintain a chai or keep a maturing stock. The bottling and production process is done on-site at the producer’s premises. You have to be able to taste to make interesting selections, have finances to finance the initial purchase of barrels and dry goods (bottles, corks, labels, capsules, wax) and have an audience to buy the bottles, but relatively speaking, it is the easiest entry into the producer’s world. What I didn’t say is easy – easy yes, easy no. Bottles don’t sell themselves, so the hard work of an independent bottler, as with a Cognac house, is to sell those bottles.

7. Perceived differences between Indy bottlers of whiskey and cognac/Armagnac

Process for independent bottlers Independent bottlers of whiskey usually purchase and store barrels that are bottled when the time is deemed ripe. However, it is not uncommon for some whiskey indy bottlers to obtain a barrel and turn it over quickly. For Cognac and Armagnac, indy bottlers are not currently storing Cognac or Armagnac to age. They may reserve one or two barrels and store them in the producer’s chai, but we do not yet see indy bottlers setting up their own chai. Once and if this happens, indy bottlers will essentially become a negociant-eleveur, or a hybrid between an indy bottler and a negociant-eleveur. Négociant-Eleveur Analogues Most independent bottlers of whiskey are essentially the whiskey equivalents of negociant-eleveurs in Cognac and Armagnac. For example, Signatory, Gordon & Macphail and Cadenheads are to whisky what Grosperrin, Prunier, Godet, Encantada and Darroze are to Cognac and Armagnac. Independent bottlers of Cognac and Armagnac generally do not buy barrels to store them over time; negociant-eleveurs do that. Cognac and Armagnac independent bottlers make their selections from producers or other negociant-eleveurs. Agility and the sales model Independent bottlers in Cognac and Armagnac often operate with greater agility. They buy a barrel or part of a barrel, the producer bottles it, the bottles are shipped to the bottler and a sale takes place. Proceeds from bottling one barrel can fund the next barrel, with pre-sales being common. As the category grows, it will be interesting to see if these independent bottlers start buying barrels to age themselves, making them more like negociant-eleveurs, as mentioned above. Sourcing casks Whisky bottlers often buy from large brokers, sometimes even without tasting a sample. They may also buy directly from distilleries, but the role of the middleman is important. Cognac and Armagnac bottlers buy their barrels directly from the producer or from the negociant estates themselves. I cannot say what happens in the interaction between an indy bottler and a whiskey distillery or broker, but in Cognac, strong and lasting ties are formed between the bottler and the producer. This has a very important human element. Perceived Quality of Spirit For whiskey, many aficionados believe that the best versions of a distillery’s production come from independent bottlers. A discerning whisky lover who wants a Caol Ila, for example, often chooses an independent bottling, expecting it to surpass the distillery’s own version. In Cognac and Armagnac, however, the producers are often of such high quality and reputation that the independent bottler cannot really claim to surpass the producer’s own bottlings. Both the producer’s and the independent bottler’s offerings are of comparable quality. In other words, if I want the best version of Vallein Tercinier, or Pasquet, or Grosperrin, or Prunier, or François Voyer, or Lheraud, or Chateau de Hontambere, etc., I can’t really claim to have the best quality. I can find it with the indy bottlers or the producer’s own bottlings. An indy bottler can hardly claim that his edition gives the customer a better version of that producer than the producer’s own bottlings. In reality, we do not see this claim being made because it would not be true. Otherwise yes, better not necessarily. The question of what is better is in the eye of the beholder. But remember that while both the producer and the indy bottler are of extremely high quality, the indy bottlers often make selections that are eccentric, unique, bold or otherwise unique – but of course of very high quality. Age of Spirit Whisky bottlers typically release whiskies from about 6 years old (think young Islay whiskies) to about 30 years old. Bottling anything older is both rare and very expensive. In contrast, independent bottlers of Cognac and Armagnac routinely offer spirits more than 30 years old, and much older vintages – 60, 70, 80 years old – are not uncommon. The continued availability of very old Cognac and Armagnac, coupled with a relatively accessible price, makes such old releases much more common and financially attractive in these categories.

8. Interviews conducted by Taylor of COGNAC-EXPERT in December 2024.

No article on this topic would be complete without the perspective of some independent Cognac and Armagnac bottlers themselves. To provide insight into this fascinating newcomer to the world of Cognac and Armagnac, I asked a handful of questions of these bottlers. While I can share my own observations and opinions, as I did in the paragraphs above, there is no better way to understand the indy bottler scene, its priorities and interests than by hearing directly from them. These bottlers deserve the attention they have received because they are a welcome addition to the landscape of Cognac and Armagnac in compelling ways. For now, they are not changing the entire Cognac and Armagnac category; they are too small and niche for that. But small can be loud, and it is. Moreover, indy bottlers are changing the way many people think about these often considered sleepy spirits. Even the Cognac houses themselves are noticing and in some cases rethinking their own product ranges. Independent bottlers don’t necessarily move the needle in terms of volume, but create a stir through originality, modernity, eccentricity and quirkiness. Unlike established producers, they are not bound by tradition or the weight of heritage. Moreover, they are free from the responsibility – or perhaps the burden – of preserving family heritage. This lack of historical constraints allows them to push their boundaries and stand out from the ordinary. By breaking down the rigid and often “dusty” barriers that have defined Cognac and Armagnac, these bottlers breathe new life into the industry. Their contributions are strengthening the entire ecosystem, like fresh branches on a healthy, deep-rooted tree. Exciting developments lie ahead, and their editions promise to be as intriguing as their approach. With these thoughts and observations in mind, we now turn to the interviews to hear directly from the bottlers themselves. I interviewed the following independent bottlers:

Pieter Knapen of Malternative Belgium (Belgium): One of the pioneering Cognac indy bottlers. A paragon of quality and consistency. THERE ARE WE

RobBauer and Sascha Junkert of Grape of The Art (Germany): The most popular Armagnac indy bottler, which has since expanded into Cognac with great results.

Sebastian Jager of Kirsch Imports & Wu Dram Clan & Grapediggaz (Germany): Also a pioneer in bottling, and also actively involved in indy bottling of single malt whisky, so he has extensive experience in the whole indy bottler scene.

Aurélien Touzé of Authentic Spirits & Amateur Spirit (France): A newcomer from France to indy bottling, but with a unique philosophy on what is sourced. The company is also much smaller. It is certainly interesting to have the perspective of a smaller bottler that has only recently entered the scene.

 

 

Taylor:

Can you briefly tell us who you are and what you do?

Pieter:

I am happy to join you. I’m Pieter from Malternative Belgium, an independent bottler focused on Cognac. We love looking for ways to do things differently from others – to find our niche in the market and see how we can stand out. Our passion lies in the craft of Cognac; that’s how we started. We want to share our thoughts and selections with others and give people a taste of our unique approach.

Rob:

We are Robert Bauer and Sascha Junkert, two of the co-founders of the independent bottler Grape of the Art. We specialize in bottling exclusive Armagnac and Cognac single casks. I have been a whiskey and rum lover for over 10 years, before diving into the world of cognac (and recently wine and cigars) like a madman. At GotA, I am responsible for sales and purchasing, and I also have a side job as a consultant and writer on spirits.

Sascha:

Like Rob and the others on the GotA team, I have also been a long-time spirits nerd, but I focused mostly on Rum and Rhum Agricole before discovering Armagnac and Cognac years ago. Since then, I have made it my mission to discover as many small producers as possible and experience their amazing passion for spirits. At GotA, I am therefore responsible for communicating with our partners and planning our trips to France.

Sebastian:

We are a trio – Boris, Takesada and myself, Sebastian – who founded Wu Dram Clan in 2018. What started as a shared passion for spirits grew into an independent bottling company. We have been bottling whiskey since 2018 and as of 2019 we have expanded to Cognac and Armagnac.

Aurélien:

I am Aurélien Touzé. In 2020, I founded Authentic Spirits, a company specializing in the selection, bottling and sale of exceptional French spirits, from producer to customer.

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Taylor:

What exactly is an independent bottler?

Pieter:

To me, an independent bottler is someone who adds value to the market by offering a different approach than the producers themselves. You can think of them as a butterfly that moves between different producers, styles and markets, collecting the best aspects of each and sharing them with an audience that may not be familiar with everything on the market. In this way, they make the whole scene more transparent and accessible and represent values that are not found in any single producer.

Rob:

Ostensibly a company that does not produce itself, but buys barrels from producers and bottles and sells them itself. In a metaphysical sense, however, it is primarily an extremely powerful marketing tool for brands and producers. At Grape of the Art, it’s all about highlighting small producers and providing our customers with all the nerdy details about them.

Sebastian:

An independent bottler is not a producer but functions more like a négociant, purchasing selected barrels and bottling them under their own label. In some cases, we put the producer’s logo on the label and they bottle it on our behalf. This collaboration highlights the provenance of the drink and allows us to put together exceptional selections for our audience.

Aurélien:

For me, the role of an independent bottler is to identify exceptional spirits from producers (distilleries or merchants) that are not on the market. For example, bottling a barrel at its natural strength when the producer only offers reductions, or bottling a single barrel instead of a blend…. The real added value lies in the ability to find and promote remarkable producers, and in the selection of eaux-de-vie for a specific, demanding clientele. It’s not just new packaging with an artist’s drawing on the label.

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Taylor:

For what reasons did you personally become involved in the independent bottling project?

Pieter:

Becoming an independent bottler was not something decided overnight. I’ve always been very passionate about whiskey, spirits and fine wines, and over the years I saw a real niche – an opportunity that not many people were exploring. That passion led me to starting Malternative Belgium. Before, of course, this was not my profession. I built a network, launched a few first projects and gradually grew into it. In February we celebrate our fifth anniversary, which is great. It’s been a process, always trying to bring something new to the market.

Rob:

As someone who has been traveling around the world of spirits for over 15 years, it has always been a dream to bottle my own barrel. Together with the 4 other partners of Grape of the Art, we turned this dream into a small business. And one barrel has already become 22 barrels.

Sascha:

After many evenings in Stuttgart with Oli, Christian and Rob tasting all kinds of spirits, it was of course a common dream of ours to choose our own cask. After starting Armagnac.de it felt natural to also dive into the world of independent bottlers. It was another challenge and I love challenges! Of course, we had joked a lot about selecting a special barrel and bottling it in our own design, but actually doing it was another story. It took almost a year from idea to releasing our first cask pick and we had to learn a lot during the process. It was great fun to do research on the various topics and spend hours discussing our branding, for example.

Sebastian:

Our journey began when we had the unique opportunity to be the first Europeans to release an official Lagavulin bottling with our own logo on the label. This remarkable milestone inspired us to establish our company and create the WU DRAM CLAN brand. In 2021, we expanded our reach by establishing GRAPEDIGGAZ, focusing on single cask bottlings that excel in terms of value for money (PLV) while embracing the classic traditions of VSOP and XO cuvées. An important aspect of this project was to create our own recipes for these blends. Since its launch, GRAPEDIGGAZ has been a great success and we continue to expand the offering. This includes the production of our own vermouths and the development of a range of liqueurs. Staying true to our ethos – no bullshit – we ensure that no additives or unnecessary ingredients ever end up in our bottles. I also manage the full portfolio of French spirits for KIRSCH IMPORT, including product development, exclusive bottlings, import/export logistics and marketing. With this, we also introduced the independent bottling company Journal des Kirsch, especially for B2B customers. Like traditional independent bottlers, this series focuses on distinctive, off-mainstream selections that cater to the “nerd” universe of exceptional taste.

Aurélien:

I have been passionate about spirits, especially rum, for 15 years, and it was a revelation to discover my first Armagnacs and Cognacs from small producers no one had ever heard of. I still remember the shock I got on my first trip when I discovered open bottles in Armagnac estates dating from 1900 to the present. Or pre-phyloxeric Cognac still in barrel! I saw this incredible potential and decided to set up a small structure to introduce spirits lovers to these fantastic eaux-de-vie that need to be (carefully) awakened.

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Taylor:

What is your brand’s mission or promise?

Pieter:

Our mission is about much more than just buying and selling bottles. It is about having fun, recognizing the potential of each product and bringing it to the attention of others. We want to inspire people to discover new producers, regions and flavors so that they are as excited as we are. It’s not about pure business goals, but about expressing ourselves, doing what we love and bottling what we love. We believe in expressing ourselves naturally and creating a sense of community around our passion for Cognac. That is our promise: to make people aware of our passion and bring them together. That’s where we put all our energy.

GotA:

Grape of the Art gives high end brandy a forum by using our years of expertise to unite spirits enthusiasts with the artisan producers and styles of armagnac and cognac. We personally represent a selection of exceptional, natural single casks that unlock the flavor universe of this versatile spirit. To visually represent the depth and diversity of our selections, we use art and design to create spaces where you can lose yourself and find something new every time you return to your bottle.

Sebastian:

From the beginning, we have adhered to the principle that all three of us must unanimously agree on a barrel before it is bottled. If it does not meet our collective standards, it is simply not bottled. This ensures that we release only the best quality spirits. Because we do all this as a passion project rather than a full-time business, we are not under commercial pressure. This freedom allows us to put quality over quantity and often say no rather than compromise.

Aurélien:

For several years, I have been traversing the regions in my van in search of rare or little-known gems, which I select and share with connoisseurs. My selections Cognac, Armagnac, Calvados, Fine… have in common their personality, the pleasure and emotion they bring, as opposed to soulless, artificial spirits. They are all fully aged in the distillery’s own cellars, where they are bottled without additives or filtration.

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Taylor:

In what ways do independent bottlers contribute to the diversity of Cognac and Armagnac?

Pieter:

Independent bottlers bring diversity to Cognac by seeking out unique, rare expressions – often from smaller, lesser-known producers. By highlighting different terroirs and production methods, they introduce varieties that the market would otherwise overlook. They also promote greater transparency by clarifying details such as provenance, aging and the nuances of each spirit. Many large producers cannot or do not have the flexibility to focus on small batch, limited editions, so the flexibility of an independent bottler allows them to bring truly distinctive offerings to consumers. It’s a different kind of approach, with a different kind of marketing and also different consumers. This approach not only broadens the offering, but also supports smaller producers.

GotA:

They do this primarily by often targeting audiences that producers historically did not have on their radar. For example, as Grape of the Art, we initially focused primarily on connoisseurs from the rum and whiskey world and looked for barrels that were aromatically close to their favorite spirit. That builds bridges! Moreover, indie bottlers like us also look for many different styles and show the community the incredible range of Armagnac and Cognac. On the contrary (and thankfully so), producers tend to try to find and define their own style, their own distillery DNA.

Sebastian:

When we began bottling Cognac and Armagnac, the concept was met with skepticism by other independent bottlers. Since then, however, we have seen the market grow tremendously and many others have followed our lead. Independent bottlers not only increase diversity by introducing unique selections, but also increase the visibility of producers on the world stage. In some cases, brands that were relatively unknown have gained global recognition thanks to the efforts of independent bottlers.

Aurélien:

To me, diversity means complementarity. As mentioned above, the added value of IB is to offer spirits that are different from what the producer usually offers: full strength, single cask, a new blend, a barrel that has never been bottled before…. This is even more true for Cognac, which usually offers only 40% blends. There are also producers who have never bottled their own spirit before.

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Taylor:

How do you procure and what criteria do you use in making selections?

Pieter:

As a bottler, it is important to have good taste and some experience with spirits. But beyond flavors and aromas, I look for a genuine connection with the producers themselves. When I visit them, I introduce myself, as well as my model or approach to reaching markets they may not know about. This is about trust and building a solid relationship, rather than just checking boxes. It’s really very personal – if something feels right and if I feel we can really work well together, then it’s a good fit. I like diverse people, diverse ideas, extremes. If someone has something in mind, I don’t want to change that person. So it’s not a transactional relationship; I want producers who can practically become friends or family. That authenticity and shared passion goes far beyond business and helps create the unique selections I’m proud to offer.

GotA:

We go to where the magic comes from: to the producers! There we taste as many barrels as possible on the spot and take our favorites home, where they are tasted again blind by all 4 of us individually in a quiet environment without outside influences. The results are then compared and if we vote 3 out of 4 for a barrel, we go for it. We have often found that euphoria is too strong in the cellar. Temperature and appropriate cellar climate are other very influential factors. Through this procedure we try to get as close as possible to an objective decision.

Sebastian:

Our main criterion is taste. Price plays no role in our decision-making process. We make sure that all three of us agree before a barrel is selected. Only upon unanimous approval is the barrel bottled.

Aurélien:

I specialize in small producers. I do a lot of research to find them. There’s the Internet, of course, but you also have to browse through the countless (but old) books on Cognac and Armagnac. But nothing beats scouring the countryside looking for little signs indicating the presence of a producer, or talking to people in the region who will give you the address of an invisible producer. I never go to the big estates, the merchants, the well-known or renowned estates. I prefer discovery, surprise, exclusivity. It takes a lot of time, but I think that sets me apart from other, more commercial actors.

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Taylor:

Do you source things you personally like, or rather things you think the audience will like? Or a combination of both?

Pieter:

I always select products that I personally love and am 100% convinced about. I wouldn’t bottle anything that doesn’t appeal to me in the first place. That said, our 36 selections are quite diverse because there are many reasons why I like a Cognac – its fruitiness, its ABV or other unique characteristics. We don’t just bottle fruit juice. Different people like different styles and I try to take that diversity into account. But ultimately, if I’m not really enthusiastic about it, I don’t offer it. My own appreciation is the starting point for every selection.

GotA:

Certainly a combination of both. Of course we take into account the usual quality criteria such as balance, texture, body and complexity, but it would be boring to focus on that alone. Our personal taste and experience actually also play a very strong role, which we think is very good, because the community also trusts our taste and ultimately trusts us as personalities. With our long history in spirits, we find many overlapping themes between different categories. So it is usually easy to recommend our cask picks to a specific group of enthusiasts. For example, if you like heavy Guyana rums, the Hontambère 85 is the perfect match for you, and if you like more of the fruitier and more elegant side of a Speyside Scotch, you should taste the Danis 1988.

Sebastian:

It’s a bit of both. It can be challenging to separate personal taste from broader preferences, but it is essential to maintain a well-rounded perspective when making decisions.

Aurélien:

I have to love the spirit above all. In any case, it is about my taste, my choice, it is very subjective and the criteria of the audience are so different that I think it is useless to try to please everyone. A selection is always personal. Once there is an emotion (the famous internal Oh!), it’s a win! For me, the holy grail is a complete spirit, meaning fine and complex, fruity and spicy, with the length to match.

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Taylor:

How do you build relationships with producers and why do they choose to work with you? And if you have been rejected by certain producers, what reasons did they give?

Pieter:

I focus on coming in and showing great respect, passion and a deep understanding of each producer’s craft. I am not interested in the technical side of Cognac, the chemistry; I want to learn their story and appreciate the skills behind their Cognac. Professionalism is also key: I take the time to visit them in person, build genuine connections and show that I am serious about highlighting the unique qualities of their Cognac. Producers often choose to work with me because they feel this sincerity and recognize that I am not just looking for a quick transaction. I don’t go into the building and say, “Okay, I’m Pieter from Malternative Belgium, I want to buy or invest some money, so can we please meet in less than 30 minutes, because I have another appointment.” It’s about respect and professionalism. I can’t even count the hours and long mornings to develop these deep relationships. Rejected, yes. Sometimes producers hesitate because they are uncertain about reaching an international market or want to sell only locally. Others may not embrace the transparency I offer. Occasionally, I have been rejected because I suggested barrel-aged cognac – a style they feel does not fit their brand. In these cases, it’s clear that our visions don’t match, so we don’t make much progress.

GotA:

Haha Now it’s getting personal! In the end, the most important thing for us is to appreciate and respect the producers and give them as much space and stage as possible. That’s why the producer’s name is very prominent at the top of our labels. They bear the full risk, they do all the work to produce a great spirit, we ‘only’ select barrels, often even their best barrels. We are very aware of this, which is why we always try to publicize and represent the producer’s name, history and personal philosophy as strongly as possible through social media and press work, as well as at trade shows. We always approach producers with this sincere philosophy and attitude. So far, we have never been rejected.

Sebastian:

Many producers now know us well and understand our values and preferences. We pride ourselves on being down-to-earth and genuine enthusiasts, which comes through in the way we interact with them. This shared passion creates trust and fosters strong relationships.

Aurélien:

It is a matter of presenting your approach well and being completely sincere and transparent about your intentions. It is necessary to build a relationship of trust, which can sometimes take time and multiple trips, but it is only fun. It is always fascinating to listen to these women and men who work heart and soul in the fields every day. And then, of course, you have to taste a lot! Yes, sometimes I get a refusal from the producer. He or she also has to find his or her interest, that’s normal!

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Taylor:

In the years following the pandemic, we have seen the arrival of new independent bottlers, some starting in Cognac or Armagnac, and others coming over from whiskey or rum. Do you see a risk of the market becoming – or perhaps already saturated – with independent bottlings?

Pieter:

I don’t think the market will become saturated. There is still a lot of room for growth in Cognac and independent bottling – otherwise I wouldn’t be doing this. If I didn’t believe there were still people I could convince or reach, I wouldn’t be going ahead with it. Of course, the market has changed and in every growing market opportunists pop up to get their pick of the crop. That can lead to oversupply or consumer fatigue because so many new bottlers pop up, sometimes bottling the same barrel or the same producer five or six times. It’s a free world – anyone can do it – and in some ways that’s great. But the risk is that consumers get overwhelmed. In our physical store, for example, we have over a hundred different Cognacs, but as soon as someone walks in, 80% of them ask, “Do you have anything new?” They may have only tried six of the hundred Cognacs, but they still want the latest. The same goes for bottlers who come in as a side project. They may just want to pick a barrel, get a few good reviews and move on, but it’s not that simple. Building real relationships and providing transparency takes a lot more work. I also get frustrated when, after we introduce a new bottling from a lesser-known producer, other bottlers rush to do the same without really adding anything of their own. That kind of laziness, with no real transparency or effort, can deplete the market.

GotA:

Apart from the effect of making Cognac and Armagnac better known – no.

Sebastian:

Diversity is a strength and variety brings new flavors to the table. The key lies in maintaining consistent quality, which will ultimately make the difference between those who succeed and those who fail.

Aurélien:

There are indeed more and more players, but everything is of course a question of markets. The risk is that everyone is offering the same thing to the same audience. You have to be vigilant.

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Taylor:

Negociants and negociant-eleveurs have an important place in Cognac and Armagnac. One difference that I see between the indy bottler scene in Scotch whisky and that in Cognac/Armagnac is that in Cognac and Armagnac indy bottlers often select spirit from producers who themselves make selections from stuff produced by others – so as a selection from a selection. It’s an interesting dynamic that we don’t really see in Single Malt Scotch whisky. Any comments on this point?

Pieter:

Yes, in the whiskey market, especially with single malt Scotch, the big brands control the entire process – from distillation to deciding what percentage is sold as young whiskey and what goes to brokers for further maturation. They have much more direct control over each step. Cognac, on the other hand, consists of countless small producers plus a few large houses that buy from them. About 85% of the industry is dominated by the big four who depend on these small producers to supply additional stock. So the role of a négociant in Cognac is completely different from the role of an independent bottler in single malt. It’s not that one system is better than the other; it’s just how the region has evolved. Many of these small producers don’t have the marketing resources or brand investment to go it alone, so they rely on brokers or négociants-eleveurs or negociants-who find and sell these hidden gems that might otherwise never come to market. In that sense, the production of Cognac and Armagnac is more fragmented. You often have producers already selecting from other growers before an independent bottler, so yes, it can become “a selection of a selection.” That’s part of the unique dynamic that you don’t often see with single malt Scotch. I have great respect for these small producers because every step of their process is specialized and they depend on that network to bring their spirits to a wider audience.

GotA:

For whiskey that is not quite true, there are also independent bottlers in whiskey like Signatory who sell barrels to (few and selected) independent bottlers, or make partner bottlings, although that is more of an exception. Coming back to the negociants in Cognac and Armagnac, I see it more as offering an even more exclusive selection to the customer. The distillate of the distillate, so to speak. Even though they are probably more expensive than standard bottlings due to the double margin, I would pay particular attention to these bottles! In fact, there are many independent bottlers, especially those just starting out, who buy barrels of Cognac and Armagnac from the well-known negociants. We have bought there too, but we go a step further and regularly knock on the door of completely unknown micro-producers.

Sebastian:

While it may seem unique to Cognac and Armagnac, the whisky world has a similar dynamic. Many major cask brokers, such as Signatory, Gordon & MacPhail or Douglas Laing, began as independent bottlers. The distinction is in ownership: some independent bottlers manage their own stock, while others commission more ad hoc bottlings. This dynamic keeps things exciting and allows for a wide range of expressions.

Aurélien:

Yes, selections of these negociant-eleveurs or negociant-propietaire are common in IBs. For me, it’s something I don’t want to do, I already have access to many things and I prefer to work in a short circuit, directly with the producer-winemakers.

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Taylor:

A second difference I see between the whiskey and Cognac and Armagnac indy bottler scenes is the difference in perceived quality between the producer/distillery and the indy bottler. In whiskey, for example, if I want a so-called “better” version of a particular distillery’s whiskey, I choose the indy bottler’s product (take for example an indy bottler of Caol Ila or Highland Park, to name just two examples). But for Cognac, indy bottlers probably select the best producers/distilleries in the region. So it is harder to prove that a customer is getting a “better” version of the distillery’s work with Cognac from an indy bottler. What could you say on such a comment?

Pieter:

It’s not necessarily about being a better version of the producer’s own work. In single malt whiskey, it’s a huge industry and sometimes they push marketing for certain single cask strength releases aimed at a niche. Cognac is different. We are in a smaller niche of a niche, where people are looking for specific qualities. It’s like comparing cars: some people only need a car to get from A to B, and others care about every detail. The same goes for spirits, whether it’s cognac or single malt. To give an example, when we visited Madame Foucher. We had dinner at her house for a few hours and after dinner she asked if we would like a glass of Cognac. She came back with a Courvoisier Napoleon, and I said, “You have full cellars here with great Cognac, why are you serving me this?” She didn’t understand what we do and what we like. She asked, “What do you eat with it?” because that’s still the stereotype – that you have to be 60 years old, sit by a fireplace, maybe have a leather couch and a big cigar and use a big balloon glass. That’s the old image of Cognac. I think we, as independent bottlers, are part of changing that image – showing that Cognac can be drunk in different ways by different people. I don’t think an independent bottler does a “better” job than the producer. It’s more of an addition to what the producer is already doing – bringing attention to small quantities or special stocks that might otherwise never be seen. Some of these producers know very well what they have, but we help to show it in a different way. That’s where independent bottlers can really add value: Cognac is so fragmented, with so much diversity. We can give the producer a broader platform or a better name in a market where they are not active, while most of their volume is still going to their usual channels. It’s not about competition or being “better” – it’s about drawing extra attention to those special batches that the producer might not bottle themselves.

GotA:

In this case, I would say that the customer does not necessarily get better quality, but rather personalized quality. This brings me back to the starting point: our customers who have followed us for years and are familiar with our tastes, trust us and can even match their tastes to ours, creating a special bond.

Sebastian:

Producers often release base products with lower ABVs to appeal to a wider audience. Independent bottlers, on the other hand, can refine their offerings and target a more specific audience with bolder choices. This tailored approach may limit overall reach, but has a strong connection with aficionados looking for something unique.

Aurélien:

Personally, I rarely go to so-called renowned producers because I know how to find exceptional Cognacs from unknown producers. I think it is important to promote these small domains, which do represent the vast majority. And I think the message should be clear: don’t offer the same as the producer.

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Taylor:

We hear talk all the time about alternatives to single malt whiskey, and Cognac and Armagnac are considered the standouts in this category, but is it really wise to consider a 40, 50, 60+ year old Cognac as an alternative to a 10-30 year old whiskey? The vast majority of whiskies from indy bottlers are 10-30 years old (sometimes younger, rarely older), while for Cognac and Armagnac it seems like nothing younger than 30 years is bottled these days. This doesn’t seem like apples to apples. Ideas?

Pieter:

Comparing a 10-year-old whiskey to a 30- or 40-year-old Cognac is a bit ridiculous. But for many people, it’s really about price. They think with their wallet. Of course, you can still find a 30- or 40-year-old Cognac for 150 euros, but you won’t find a single malt of that age for that money. So to me it is more of a price comparison than a direct quality comparison. Single malt whiskey also has more finishing techniques and distilleries often make younger releases more attractive. Cognac, on the other hand, generally needs more age. I recently bought a very young cognac – maybe about three years old – unrefined, with no added sugar or caramel, sold for 40 or 50 euros. People try it and like it, but almost never buy it because they expect Cognac to be older. Meanwhile, younger single malt can be sweeter and more accessible to many drinkers. So comparing a 10-year-old whiskey to a 30-year-old Cognac doesn’t really make sense. Their aging processes are very different. In fact, I think the aging process of Cognac is more spectacular than that of single malt, for several reasons.

GotA:

In my opinion, these drinks really should not be compared. The simple fact is that Cognac and Armagnac still offer incredible quality at relatively fair prices. With the emphasis on still. Looking at the category as a whole, the availability of old Armagnac barrels is almost homeopathic compared to whiskey or rum. This makes it a race against the clock. Many enthusiasts have not yet figured out the proportions. A striking example: the Glenmorangie whiskey distillery produces more alcohol in one year than the entire Armagnac region. Let that sink in and do the math. What also sets us apart as a bottler is that we have deliberately chosen to offer younger bottlings as well, such as our 2007 Armagnac L’Encantada Le Freche or the 2003 Esperance. Here the price-performance ratio may not look as good as a vintage from the 1970s, but it shows that quality does not depend on age.

Sebastian:

The whisky market has been largely cleared of older stocks and many whiskies are now bottled at younger ages. In my opinion, whisky often reaches its peak balance after 20 years of aging, but the rising cost per aging year makes it increasingly inaccessible to many consumers. Cognac and Armagnac, on the other hand, offer incredible value, especially with products that are 50 years or older. These older expressions offer a significant advantage in terms of quality-to-price ratio, making them standout alternatives – or malternatives – to whiskey.

Aurélien:

It is clear that lately we have access to very fine selections of Cognacs and Armagnacs, bottled at cask strength and in single cask, that is, according to the codes of the great single malt whiskeys. The comparison must end here, because working the vineyard year-round, a few weeks, sometimes as little as 48 hours, distilling and immobilizing barrels for decades has nothing to do with simply fermenting malt and distilling industrially year-round. The quality to price ratio of Cognacs and Armagnacs is currently unprecedented and fans are falling back on them in the face of rising prices and falling quality of whiskey and rum. It won’t last, it only takes one spark….

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Taylor:

What unique value do you offer consumers compared to the Cognac and Armagnac producers themselves? In other words, if I see a Cognac from producer X and your indy bottler Cognac from the same producer X, why would I consider your Cognac?

Pieter:

I think it really comes down to transparency and storytelling – being able to share the background of each cognac in a way that many producers themselves may not. Many of our customers have never heard of the producers we work with. For example, when we introduced the Foucher Cognac earlier this year, no one knew the name and yet it sold out quickly. That’s the kind of authenticity and behind-the-scenes story we can offer a global audience. It opens the door for people around the world to discover these lesser-known producers. I think that’s something unique that we offer – something different than what the producer offers directly or what a major brand would do. We give more insight into each spirit and its origins, and that appeals to people who are looking for something really special or off the beaten path.

GotA:

First, I would say it is wise to take both and compare. Moreover, a producer also has barrels that come out as they come out and are not necessarily the epitome of harmony or the producer’s preferred style. These barrels also need to be sold – either wisely blended, further aged or marketed as single casks. This is the opportunity for IBs to choose a cask that suits their customers’ tastes. Those who buy from an experienced indie bottler not only benefit from the personal touch, but are also more likely to get top-quality products.

Sebastian:

We see ourselves not as competitors but as complements to producers. Independent bottlers offer consumers the chance to discover new perspectives on a producer’s work, often with creative nuances or higher ABVs that may not be part of the core range.

Aurélien:

As mentioned earlier, it is important to offer spirits that have not yet been bottled. As for Cognac, it is a matter of offering some barrels at cask strength from domains that only make blends. For Armagnac, it is more a matter of offering vintages or barrels that are not yet bottled, or offering them at cask strength. You always have to offer something new or make it accessible. And if the customer has a special request, even if it’s just for one bottle, my address book is such that I can customize products.

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Taylor:

Would you say that producers and indy bottlers compete with each other or rather complement each other – co-exist in a sense?

Pieter:

They should definitely complement each other. I have nothing against producers; after all, we also distribute several other brands here in Belgium. It’s always something that adds something to the scene, because not everyone is looking for those extreme flavors. As an independent bottler, our role is also to educate people, and you can only do that with real stories and accurate information, not something false. You have to get people excited about what you offer, using transparency and quality. That is easier to achieve if you have a “clean product” than one that has been reduced to 40% or has sugar and color added. Those kinds of details can confuse consumers. So I believe that as an independent bottler, you really hold the key to doing a lot of work, a lot of promotion and supporting the industry, because you’re working with two products (the producer’s and our own) and you’re working with the true heart of a producer – nothing masked or changed – and that’s the complement you’re offering, rather than competing with them.

GotA:

Based on our experience so far, we can say that the two certainly complement each other. Many producers whose barrels we have bottled were previously completely unknown and in some cases were only sold regionally. Today, enthusiasts from around the world are also exploring their own range. What will happen when demand skyrockets and supply declines, we cannot predict. But right now we are dealing with a win-win situation.

Sebastian:

It is a symbiotic relationship. If both parties respect each other and work well together, it can lead to tremendous success for both parties.

Aurélien:

If they were competing with IBs, producers would not sell to them. In fact, IB and OB usually have different and complementary markets.

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Taylor:

What is the most challenging aspect of being an indy bottler?

Pieter:

It’s always about finding something new. People walk in here and ask, “What’s new?” They want something different every time. If you bottle a 1920 Cognac, three weeks later they’re already asking, “What else do you have?” You have to constantly reinvent yourself and find the next product that is as appealing as the last one. That’s a big challenge. As an independent bottler, you also don’t have a fixed income like a large producer does with a core range of six different Cognacs. Those producers can rely on recurring sales. We are always looking for the next barrel, which means we have to plan a year ahead for our selections. People get really excited when one product is a hit and then expect each subsequent release to be just as good or better. That creates high expectations and that’s difficult. Another problem is that there is not yet a large Cognac community – at least not on the same level as single malt whiskey. There aren’t many discussion groups or platforms where people talk about this type of product, so it takes more effort to build a market. Some independent bottlers rely too much on the scores of a few bloggers, and I’m not a fan of that. Of course, bloggers can help get your product out to a wider audience. I don’t work day and night to have a blogger make or break my business with a single review. I compare it to my past experiences showing dogs. Some people would do anything to get first place – basically “bribe” the judge somehow. My dogs were always near the top, but I never played those games. It’s similar in the world of spirits: some bottlers chase high scores or short-term hype. I prefer to be consistent, build consumer trust and continue to deliver good selections. So yes, that’s the hardest part: constantly finding new releases while maintaining quality, dealing with a smaller community and handling the whole scoring system without letting it define everything.

GotA:

The financial aspects are crucial. Some enthusiasts think the independent bottler business is very lucrative, where you can get rich quick and amass a sea of barrels. In reality, you scrape from one barrel to the next. A single mistake, such as a labeling error or using the wrong bottle shape that requires refilling (yes, it happens), can completely destroy the margin of an expense. In addition, logistics are becoming more and more expensive, and in the single cask business you usually work with very small quantities. This means you can’t take advantage of economies of scale. Each bottle often has to be handled dozens of times, which emphasizes the artisanal nature of the release, but also drives up costs significantly. If you want to become a millionaire, you need to produce gin or energy drinks in large volumes. Jokes aside, this is a passion-driven job where any profits are reinvested in buying more barrels. On top of that, there is often a language barrier in France that leads to information gaps. But in a way, that’s part of the charm. If it were easy, everyone would do it.

Sebastian:

Consistency in quality, distribution and marketing are the biggest challenges, especially in today’s competitive landscape.

Aurélien:

We look for what we like best, but will the public like it too? There is always a risk that the spirits will not be popular enough, despite all the attention paid to the selection. The goal remains selling.

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Taylor:

How do you scale up an indy bottling operation and reach a larger audience?

Pieter:

It’s hard to scale when you’re dealing with runs of two, three or four hundred bottles. Of course, you can select a bit more barrels than you used to. In the beginning we did four or five selections a year and now, after five years, we’ve doubled that. People ask, “Why not 20 bottlings a year?” But you have to take into account your home market and what’s possible. I read an article on a rum platform yesterday about a ranking of independent bottlers. One bottler ranked fourth with only 10 or 12 rum releases that year – and they also do whiskey, cognac and other things. So it’s not about how many barrels you bottle. For example, Angus (Decadent Drinks) started after us and he already has 100 releases, plus a new series. We’re at 36, but still I’m happy that we’ve doubled our annual selections in less than five years. I think there is still a lot of room to grow in this sector. Many indie bottlers, especially in Cognac, seem to be hitching a ride on the success of others. They are not asking themselves the right questions: Cognac needs a story, transparency – especially from an independent bottler. It’s fine if you buy from the same négociant-éleveurs, but you have to provide more information and not just say, “This is a barrel from that year.” You can’t expect it to sell out easily just because there seems to be a market for Cognac. Many bottlers are lazy and just capitalize on other discoveries, which frustrates me. It’s not like single malt whiskey, where a hobbyist can find a barrel of Ben Nevis from the 1990s, stick a label on it and sell it immediately. It doesn’t work that way in Cognac, at least not yet. If you want to be an independent bottler, you have to go all out. It’s more work, but you get more in return. You can still make a difference in this industry, and that should be your goal – not just surfing someone else’s discoveries. I see people who make a limited run of 60 or 90 bottles, then sit with half the stock and decide, “It’s not for us. There’s no market for it.” But often they’ve never visited France or done the real groundwork. They just tried to make a selection and rely on others. That devalues the market. My advice is: if you want to make Cognac, do it completely. It gives you more authenticity, more personal connections, more appreciation – much more than fancy decanters or labels. As an independent bottler, you also have to be social and practical, not just design pretty packaging. Once you’re in it, it’s much more interesting than a saturated rum or single malt scene. That’s how you can really grow and reach a larger audience: by doing the work, sharing transparent stories and building genuine relationships.

GotA:

Ha! We’ll let you know when we solve this riddle! To be honest, scaling up is not our intention. It’s the exclusivity and single barrels that give GotA its charm and individuality, which makes it so interesting to customers and the reason why they buy it.

Sebastian:

There is no one formula – call it a family recipe! A mix of authenticity, quality and strategic outreach can make all the difference.

Aurélien:

If we want to reach a wider audience and get out of the IB niche in Cognac and Armagnac, we necessarily have to make more volume and consider distribution through wine merchants. But everyone has their own choices…

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Taylor:

How do you approach branding and marketing differently than traditional producers?

GotA:

With traditional producers, where the owners are often much older, we try to incorporate more traditional themes into our label design rather than completely outlandish ones. Pokémon and a 70-year-old, proud lady may not necessarily go together. But you are often amazed at how bold and experimental many venerable, old families are when it comes to our marketing! We also always try to put personal stories, favorite movies, series, etc. on our labels. Unlike many producers who print yet another chateau on their label, we try to bring more freshness, humor and modernity to the catalog, as well as more guts to have rough edges and corners in the design.

Aurélien:

The small producers I work with don’t really have a branding and marketing strategy. They are very independent and very traditional, selling mostly to a regular customer base that wants to find the same good old bottle and the same good old label made sometimes more than 50 years ago! So IB, which does not have the same customer base, will already be able to create more modern and sophisticated packaging, in line with IB’s DNA. So for Authentic Spirits, this means handwritten labels and soon labels with photos of the domaines (upcoming release!). Then we also have to adapt to customers who are used to whiskey and rum and adopt the codes a bit. And a very close relationship with customers completes it (think social media).

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Taylor:

What is your take on transparency and traceability in the Cognac and Armagnac industry, and how does your company address these issues?

GotA:

Unlike rum, for example, we find transparency in Cognac and Armagnac to be of a very high standard. We are big fans of complete transparency on labels and this is actually one of our quality characteristics. On our back label you will find all possible information about the barrel. From the type of cellar (dry, moist, semi-moist) to the distiller’s name! From our perspective, this should be the standard.

Aurélien:

As you know, the traceability system is different between Cognac and Armagnac. The tradition in Armagnac is to offer displayed vintages and the authorities have provided an appropriate traceability system. But while it is quite easy to prove the provenance of an Armagnac, it is quite different for Cognac because the tradition is in the blend, from quite young age accounts. The famous XO only represents an account of +10 years and after that, traceability is often uncertain. It is therefore sometimes impossible to know the date of distillation and communication of an age account must take this into account. Real vintages, on the other hand, have certified traceability, with all the costs that entails. By working with small producers whose stock is limited and well known because it is passed down from generation to generation, it is easier for me to have some kind of guarantee to communicate about the true age of the cognac.

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Taylor:

What are the top 3 things you’ve learned after a few years as an indy bottler?

Pieter:

The importance of relationships and networking is enormous. Quality over quantity. You don’t make decisions based on questionable reasons; that usually leads to a bad outcome. I avoid making compromises just to get something done. Either I’m 100% convinced about a product, or I don’t go through with it. Of course, sometimes you buy something that later turns out differently than expected. That’s part of building knowledge. You have to accept that mistakes can happen and be willing to fix them. It’s about staying open to learning so you can continue to do so in the long run. Managing cash flow. As an independent bottler, the financial side can be very cash-strapped. You have to be aware of that from the beginning.

GotA:

1. Everything hinges on logistics.
2. What doesn’t appeal to you today may be your absolute favorite vessel the day after tomorrow.
3. Learning French certainly can’t hurt.

Aurélien:

Trust and friendliness are essential to gain access to exceptional products, in a win-win approach with the producer. Having excellent Cognac or Armagnac is not enough, you also need to know how to sell them, that is, constant communication and education. Finally, I would say that we should not hesitate to build relationships with other IBs, this is also what enriches and grows us.

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Taylor:

What message do you want to convey to both consumers and producers about independent bottlers in Cognac and Armagnac?

GotA:

We strongly encourage consumers to remain curious and give each release a chance to evolve. Opened bottles continue to evolve within a few months. Flavors evolve as well. In addition, it is important to understand how prices and costs are structured. I would say that very few bottlers charge inflated prices; rather, they pay the producers the prices they set for the barrels. Armagnac and Cognac, unlike highly industrialized spirits such as whiskey, are exposed to numerous risks. Poor harvests, labor shortages and sometimes outdated equipment all come at a cost. This is what makes the individuality of these wonderful categories so special, and this should be reflected in the price. We strongly advise producers not to raise prices too quickly, even when demand is increasing. From the perspective of an indie bottler, this is of course an obvious recommendation, but you can clearly see what has happened in the whisky world in recent years, where prices have sometimes increased by 40-50%. Furthermore, I would recommend producers to be more active on social media – to get closer to customers and communicate more directly. We have seen this very clearly in recent years; producers who were active in Facebook groups sold much more and got new customers, which means they were successful.

Aurélien:

To consumers I would say: do not hesitate to try independent alcohol bottlings whose level may put you off, you will be surprised! To producers: be yourself!

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Taylor:

The Uninhabited Island Question: Suppose you are stuck on an uninhabited island and you can only have one bottle with you, what will it be? You can say water.

Pieter:

I’ve thought about that question, but honestly I don’t really have those kinds of dreams or visions. I tend to live from day to day and if I ever got stuck on a desert island, I doubt ghosts would be my main concern. The whole idea of spending your last day on an island doesn’t sound fun, so I don’t really worry about it. And besides, if I answered something like, “I would take my first love, my bottle from 1948,” people would cling to the idea that 1948 is a holy grail. I’m not that kind of person. I see uniqueness in many different products, in many things and many people, so I don’t really have one bottle on a desert island that I would choose over all the others.

Rob:

Who needs water! You ask about my personal Wilson (movie fans will know)? My favorites have changed recently. Right now it’s our out-of-print Grape of the Art 1967 Cognac Lheraud. That juice is so drinkable and at the same time very complex, so suitable for any occasion. In island terms, that means you can enjoy it as easily at a beach party as you can dive deep into it for hours during a tropical storm in a cave.

Sascha:

Today that is definitely the 1985 Hontambère. I recently opened a bottle after not tasting it for a long time and I am in love again like the first time. It is so intense and marked by the wood, but also elegant and fruity to make it balanced. Perfect dram that reminds me of my favorite Armagnac and Rum. Just the right combination of flavors to bring these two strong drinks together!

Aurélien:

A bottle of Bas-Armagnac Baraillon 1989 Folle Blanche, perfect for waiting out the rain.

9. Summary

The emergence of independent bottlers in the Cognac and Armagnac world represents an exciting evolution for these categories. Not bound by traditional restrictions, these producers are redefining what these spirits can be and offering distinctive expressions that captivate adventurous and discerning palates. Their emphasis on quality, transparency and individuality has breathed new life into a segment of the industry often considered stagnant. As the movement grows, so does its impact – not only on consumers who appreciate these bottles, but also on the established Cognac and Armagnac houses themselves, some of which are rethinking their own offerings. The phenomenon of independent bottlers proves that innovation and tradition can coexist, enriching the diversity and allure of Cognac and Armagnac for generations to come – at least we hope so. Although only a few years young, the wave of independent bottlers has helped secure their place as an indispensable part of the spirits landscape. Bravo independent bottlers! Keep up the good work. I’m watching and I like what I see.